According to the 2024 State of Treating report recently published by the National Confectioners Association, confectionery sales hit $48 billion in 2023, a number largely driven by inflation. The report projects that US confectionery sales will reach $61 billion by 2028.

“Our new research shows that, even when faced with unpredictable environmental shifts and changes, consumers feel a strong connection to chocolate and candy – and they embrace classic favorites and innovative novelties with an emotional drive that keeps the category fresh and vibrant,” says John Downs, president and chief executive officer of the National Confectioners Association. “Consumers seek out chocolate and candy to help enhance holiday seasons, family celebrations, and those important ‘treat yourself’ moments.”

Some key takeaways from the report:

  • More than 98 percent of American consumers purchased chocolate, candy, gum and mints in 2023.
  • Valentine’s Day, Easter, Halloween and the winter holidays seasons together account for 64 percent of total confectionery sales.
  • Confectionery enjoys very high permissibility, and consumers understand the role of treating in a happy, balanced lifestyle. 86 percent of people say they believe that it is perfectly fine to treat – and 80 percent of consumers believe that physical health and emotional well-being are interconnected.
  • Ninety percent of people mention chocolate when asked what they buy when they want to do something nice for themselves.

The 2024 State of Treating report explores confectionery shopping and treating trends and is the definitive source for confectionery category performance data. For a Bite-Sized Taste of the 2024 State of Treating report, visit