The National Confectioners Association’s (NCA) Getting to Know Candy Consumers 2025 report revealed that non-chocolate candy sales in measured channels generated $12.9 billion over the last year, representing one-third of all U.S. confectionery sales.

“While Gen X accounts for the largest share of candy unit sales at present, younger generations are shaping the future of the marketplace, which is projected to reach $27.8 billion across all channels by 2030,” the NCA wrote.

NCA’s report noted that non-chocolate candy is the second-largest confectionery category, and its share of total confectionery units has steadily increased since 2020. The report highlighted that people in the U.S. enjoy chocolate and candy two to three times per week.

“Innovation is at the heart of the confectionery industry, which is especially clear with non-chocolate candy. As each generation finds ways to put their own stamp on the sub-category, confectionery manufacturers balance tradition with forward thinking. Whether through new flavors, fresh formats, or original experiences, these companies are delighting consumers of every age. When it comes to candy, there’s something for everyone,” said John Downs, president & CEO of the National Confectioners Association.

Other insights from the NCA report include:

• Demographics: “Millennials are poised to overtake Gen X as the top buyers of non-chocolate candy within two years. And although Gen Z represents a smaller share of candy consumers, their spending on candy increased by 47% year-over-year.”
• Gummy: “Across all generations, gummy and chewy candy are the standout favorites. Hard candy, lollipops and licorice round out the top five varieties of non-chocolate candy.”
• Flavor: “When it comes to flavors, Gen Z and Millennials like to experiment with sour, spicy and ‘mystery’ options, but classic fruity flavors are a failsafe choice for any crowd. Younger generations also have a taste for texture innovation, driving growth in formats like freeze-dried and liquid-filled candy.”

Read more about how the pandemic and economy have changed candy consumers’ preferences and how retailers and manufacturers have pivoted to make the most of it in the October 2025 NACS Magazine cover feature: “Sweet Truths About America’s Sweet Tooth.”

Make sure to check out all the new candy innovations at the 2025 NACS Show in Chicago October 14-17. Register for the NACS Show here.