NCA: GLP-1 Users Are Still Enjoying Candy
The association said that economic pressures are having a greater impact on confectionery consumption than GLP-1 medications.
Jul 27, 2026 | 2 min read
GLP-1 users are still eating chocolate and candy, but are “making more intentional choices about when, why and how they treat themselves rather than eliminating confectionery from their diets,” according to new research from the National Confectioners Association (NCA).
NCA highlighted that GLP-1 consumers remain highly engaged with confectionery, with consumption patterns similar to non-users. Rather than giving up chocolate and candy, many are gravitating toward smaller portions, premium products and better-for-you options that align with a balanced lifestyle.
The report also said that broader economic pressures are having a greater impact on confectionery consumption than GLP-1 medications, with people in the U.S. enjoying chocolate and candy 2-3 times per week, averaging 40 calories and about one teaspoon of added sugar per day, NCA wrote.
NCA suggested several opportunities for manufacturers and retailers:
- Focus on intentional treating: GLP-1 consumers continue to enjoy chocolate and candy, with opportunities centered on premium products, portion-controlled formats and better-for-you innovations.
- Support evolving preferences: Ingredient transparency, lower sugar options and quality-focused innovation can resonate with GLP-1 consumers while additionally appealing to a much broader audience.
- Keep value in the conversation: While GLP-1 users remain engaged with confectionery, broader economic pressures continue to have a greater impact on overall consumption, making affordability an important consideration.
"Consumers taking GLP-1 medications continue to enjoy chocolate and candy—they're simply approaching treats more intentionally. There's a significant opportunity for manufacturers and retailers to meet evolving consumer preferences through innovation while continuing to celebrate the important role confectionery plays in everyday moments and special occasions,” said John Downs, president & CEO of the NCA.
Despite some headwinds, the candy category remained mostly resilient in 2025 with overall convenience store sales largely consistent with those of 2024. Product innovation, aggressive promotions and consumers’ continued cravings for sweet indulgences helped drive sales of candy—a top 10 in-store category—at a time when inflation and rising emphasis on healthy eating were top of mind. Continue reading about candy category sales in the June 2026 issue of NACS Magazine feature “Candy Rises Despite Challenges.”
