Confectionery sales topped $54 billion in 2024 across all outlets, according to the 2025 State of Treating report published by the National Confectioners Association (NCA). The report also forecast that U.S. confectionery sales will exceed $70 billion in all outlets by 2029.
In 2024, chocolate sales accounted for $28.1 billion total candy sales, non-chocolate candy was $21.7 billion and gum hit $4.4 billion. While a little more than half of confectionery sales were driven by chocolate, non-chocolate candy saw the most year-over-year growth of the three categories in Circana-measured channels at 4.9%, followed by gum and mints (1.9%) and chocolate (0.4%).
Unit sales were down in all three categories, declining 3.3% in chocolate, 0.3% in non-chocolate and 2.2% in gum.
Non-chocolate candy has grown by nearly $5 billion since 2019—an increase of almost 70%. Over the next five years, non-chocolate candy is expected to reach $27 billion of the projected $70.4 billion total.
The NCA wrote that “across the board, consumers are concerned about the price of groceries, which has led to widespread shifts in food and beverage spending. However, 98% of shoppers reported that they had purchased confectionery products at some point in 2024, demonstrating that they continue to leave room in their budgets for treats like chocolate and candy that enhance special moments.”
They’re treating themselves while still paying attention to value—71% of consumers reported they rank price as a top three purchase factor, and 59% of consumers reported they like buy one, get one promotions when buying candy.
The big four candy seasons (Valentine’s Day, Easter, Halloween and the winter holidays) accounted for 62% of all confectionery sales in 2024. Top reasons for people to buy chocolate and candy include “seeing their favorite treats and brands, gifting and special occasions.”
“A rising 62% of consumers believe better-for-you (BFY) confectionery exists,” the report states, “with popular examples being dark chocolate, organic items, and products with reduced sugar or no artificial ingredients.” However, only 10% of the population frequently purchased BFY confectionery.
When it comes to sizes consumers are looking for, shoppers are “interested in different pack size options and resealable packaging to help them with portion control.”
How did candy fare in c-stores in 2024? Join your peers for convenience specific data at the NACS 2025 State of the Industry Summit April 8-10 in Dallas.