By 2030, confectionery sales in the US are projected to reach $62.2 billion — an increase of $7.2 billion from 2025 total sales. That success is driven by product innovation, seasonal sales and a resilient consumer base that continues to prioritize chocolate and candy purchases, shares John Downs, president and CEO of the National Confectioners Association.
Here, on the heels of NCA’s annual State of the Industry Conference, Downs discusses those factors, offers a look into the future of the industry and dives into how AI-powered insights and interactive experiences are enhancing consumers’ discovery and interactions with treats. Downs also shares how the industry’s “Sweet Land of Liberty” campaign celebrates the nation’s 250th anniversary, including the creation of a unique sonic branding element featuring an original song.
The latest State of Treating report shows US confectionery sales hit about $55 billion in 2025. What’s driving that growth despite ongoing economic pressure on consumers?
Candy has long proven to be one of the most resilient categories in food, and that resilience was a central theme at this year’s State of the Industry Conference. According to the National Confectioners Association’s 2026 State of Treating report, confectionery sales topped $55 billion in 2025 and are expected to reach $62.2 billion across all outlets by 2030.
Even as consumers make more mindful choices about their food purchases, chocolate and candy continue to earn their place in the basket. The industry consistently delivers the products people know and love while introducing new innovations that shape how consumers choose to enjoy and share treats. That combination of familiarity and creativity generates strong engagement with the category — 99.8% of American households reported making a confectionery purchase at least once last year, underscoring the meaningful role chocolate and candy play in enhancing everyday moments and special celebrations.
Seasonal moments still account for a large share of confectionery sales. Are you seeing any shifts in how consumers approach holidays like Halloween, Valentine’s Day and Easter? And how are companies evolving their strategies around these key treating occasions?
Seasonal traditions remain core to the confectionery category. The big four candy seasons (Valentine’s Day, Easter, Halloween and the winter holidays) together accounted for 63% of all confectionery sales last year. Those occasions act as innovation multipliers for brands, creating opportunities to introduce new products, limited-time offerings and creative formats that connect with consumers during key celebrations throughout the year. Nonetheless, consumers also understand that chocolate and candy are treats. People in the US enjoy chocolate and candy two to three times per week, averaging about 40 calories and one teaspoon of added sugar per day. To help consumers choose the right treat for any occasion, chocolate and candy companies are offering more variety in pack sizes and portion options than ever before, while reminding consumers that candy is a treat, not a meal replacement.
Looking back at this year’s State of the Industry Conference, what were the biggest themes or insights that stood out to you about where the confectionery industry is headed?
Innovation itself is evolving in the confectionery industry. In addition to new flavors, brands are experimenting with new textures, formats and limited-time offerings to keep candy fresh, relevant and growing with consumers. Social-driven discovery is also playing a role, with platforms like TikTok helping products gain traction among younger generations. At the same time, what’s old is new and one-third of consumers, especially Gen Z and Millennials, are very interested in exact re-releases of nostalgic or retro candy. In this dynamic environment, confectionery companies of every size are shaping the category, with larger brands able to deliver at scale while smaller companies bring agility and fresh experimentation.
As you look ahead, what makes you optimistic about the future of the confectionery industry?
The confectionery industry has a lot of momentum behind it. From AI-powered insights that help brands better understand consumer preferences to interactive shopping experiences that deepen engagement with beloved products, technology is opening new ways to connect with people. We’re also investing in the next generation of leadership. NCA’s Future Leadership Program, now in its eleventh year, is dedicated to helping young professionals across the confectionery industry access networking and professional development opportunities to gain career experience. With talented leaders coming up through programs like this, the confectionery industry’s future is in good hands, carrying forward the imagination and acumen that have made chocolate and candy an enduring part of American life.
As the country prepares to mark the 250th anniversary of the Declaration of Independence, NCA launched Sweet Land of Liberty. Tell us about the campaign and what it represents for the confectionery industry.
Sweet Land of Liberty is our campaign celebrating chocolate and candy as a quintessential American manufacturing success story. For more than 250 years, the confectionery industry has powered economic growth and strengthened communities across the country. Today, NCA members directly employ nearly 58,000 people across 1,600 manufacturing facilities in all 50 states. From local manufacturers to iconic brands, confectionery reflects the ingenuity, innovation and entrepreneurial spirit that define America’s past, present and future.
As part of the campaign, NCA will have a major presence in Washington, D.C., and across the country throughout 2026 through a wide range of campaign activations. These include major event partnerships, a National Candy Month celebration and “Random Acts of Sweetness” initiative in June, high-profile seasonal activations, major visibility at Sweets & Snacks Expo in May, custom campaign-branded merchandise, a sophisticated targeted digital advertising campaign and more. We also recorded and released an original song, creating a unique sonic branding element for the campaign – and we’re excited for people to stream Sweet Land of Liberty on Spotify, Apple Music, and YouTube Music.
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