Chocolate accounted for $21.4 billion in confectionery sales over the last year, reaching a new high, according to the latest report from the National Confectioners Association (NCA). “Despite increased food costs and economic uncertainty, Americans are leaving room in their budgets to treat themselves and others to chocolate,” the report read, with 65% of consumers turning to chocolate as an affordable treat.

"Chocolate serves a unique role as an affordable and accessible treat. While American families are taking steps to streamline their spending, they continue to seek out their favorite chocolate products to enhance moments of joy and comfort,” said John Downs, president and CEO of the NCA. “Whether it's a cherished holiday tradition or a special occasion to 'treat yourself,' consumers are making allowances in their budgets for chocolate."

Twenty-one percent of consumers are consuming more chocolate than last year, the report found. They attribute it to seeing chocolate as a way to treat themselves—94% of consumers sometimes purchase chocolate just for themselves to enjoy, and 72% feel chocolate belongs in a happy, balanced lifestyle, owing to its status as a beloved treat, said the NCA.

Milk chocolate remains Americans' preferred chocolate (40%), followed by dark chocolate (28%) and white chocolate (7%), while 26% of consumers would be happy with any variety. Consumers also like chocolate with added flavors and ingredients—47% of consumers prefer their chocolate with ingredients such as caramel, peanut butter, almonds and peanuts, with caramel having the largest appeal across generations. Millennials are most likely to select chocolate with other flavors, while Gen Z is more likely to take their chocolate straight up.

Seventy-two percent of consumers occasionally or often gift chocolate to others for special occasions, with holidays and birthdays being the most common reasons, while 29% of consumers say they do not need a particular occasion. Four big holiday seasons—Valentine's Day, Easter, Halloween and the winter holidays—accounted for 65% of total chocolate sales.

At the NACS Show in Las Vegas next week, learn how to unlock sales in your candy category by attending “Sweet Success: Maximizing Candy Sales for C-Store Shoppers” on October 7, 2:30-3:30 p.m.