WASHINGTON – The National Confectioners Association’s “Getting to Know Candy Consumers 2025” report concludes 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, younger generations are shaping the future of the marketplace, which is projected to reach $27.8 billion across all channels by 2030.
Non-chocolate candy is the second-largest confectionery category and its share of total confectionery units has steadily increased since 2020, reflecting consumer demand for candy’s many types and flavors, according to the association’s report.
As generational shifts in candy consumption take hold, the confectionery industry is expected to continue innovating with products that suit evolving tastes, preferences, and desires.
“Innovation is at heart of the confectionery industry, which is especially clear with non-chocolate candy,” said John Downs, president and CEO of the National Confectioners Association. “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.”
MMR
Among other insights from the NCA report:
- Dynamic 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.
- Gimme 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.
- Savor the 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.
The NCA’s survey shows that people in the U.S. enjoy chocolate and candy two to three times per week. American consumers have a unique mindset when they enjoy chocolate and candy that is not present when interacting with other foods – it’s a treat, not a meal replacement or center-of-the-plate food.
