Despite significant economic headwinds and inflation, confectionery sales last year hit a record $55 billion, and 99.8% of American households purchased confectionery at least once during the year, according to the National Confectioners Association’s 2026 State of Treating report.
That’s because confectionery plays a unique role as a high-value, low-cost way to elevate everyday moments – even when budgets are tight, explains Carly Schildhaus, NCA’s senior director of public affairs and communications.“Even in times of economic uncertainty, people continue to turn to confectionery because these products can deliver small, accessible moments of joy,” Schildhaus says. “The 2026 State of Treating report reinforces what we know to be true: Consumers are making the intentional choice to enjoy chocolate and candy for emotional connection, comfort and celebration.”
Agility meets authenticity
Though brick-and-mortar remains the primary point of sale for confectionery, social media is driving viral discovery for many consumers – chiefly Generation Zers.
In fact, nearly half (48%) of Gen Zers find new products on TikTok, compared to 40% who find a new product in store. Confectionery brands are finding smart ways to meet consumers where they are without abandoning what made them iconic in the first place, Schildhaus explains.
“As one example, we’re seeing brands use social media as a real-time listening tool – tapping into viral flavors, formats and influences and leveraging packaging, limited-edition runs and collaborations to appeal to consumers,” Schildhaus says.
For instance, Ghirardelli revived its viral chocolate-holding locket – the Chocolocket – for Valentine’s Day this year. The item was only available in a limited 200-count supply and was sold online for one day only. The item sold out in less than a minute.
“A key factor is that many companies are anchoring those innovations in familiar products and trusted brand equities,” Schildhaus says. “It’s a balance of agility and authenticity – showing up in culture in a timely way, while reinforcing the nostalgia and quality consumers expect.”
For example, Solo Stove and Rice Krispies Treats partnered earlier this year to create a unique campfire snack experience by introducing roastable Rice Krispies Treats bars. The limited-edition product, inspired by a viral roasting trend, offers an alternative to traditional s’mores by replacing graham crackers with the marshmallowy crunch of Rice Krispies Treats, keeping the nostalgic, iconic brand relevant for today’s consumers.
Texture innovation has also emerged as a key trend in the confectionery industry, driven by consumer demand for multisensory experiences. Viral formats such as freeze-dried sweets and globally inspired chocolates have gained popularity for their dramatic visuals and unique textures, and brands are increasingly using storytelling around textural methods to engage consumers.
Always A Treat
Nearly all consumers (94%) agree that confectionery treats fit into a balanced lifestyle. A 2024 white paper from Georgetown University highlights that chocolate and candy are distinct from other ultra-processed indulgent foods. The report concludes that these treats contribute fewer calories and less added sugar, and are consumed in smaller amounts than other products like sweet baked goods or savory snacks.
The findings emphasize the unique consumption patterns and lower dietary impact of chocolate and candy – findings reinforced by NCA’s Always A Treat initiative.
“Always A Treat has helped reframe the role of confectionery in the lives of Americans by aligning with how consumers already think and feel. People understand that chocolate and candy are treats, not meal replacements or center-of-the-plate foods, and people in the US enjoy chocolate and candy two to three times per week, averaging 40 calories and one teaspoon of added sugar per day,” Schildhaus says.
Shareable pack sizes and poppable bites – such as Mars’ recently introduced Twix Bits and Hershey’s Reese’s Mini Eggs Unwrapped – also support treating in moderation, while simultaneously checking the box for on-the-go snacking.
“The Always A Treat message resonates because it reflects the reality of how consumers enjoy confectionery products,” Schildhaus says. “And the result is a conversation around treating that recognizes both the emotional and social value confectionery brings to everyday life.”
Recent related stories:
- Giving America’s confectionery story a soundtrack
- Q&A: NCA’s John Downs shares insights on the state of the confectionery industry
- Q&A: From bold flavors to “new-stalgia” — what’s next in candy and snacks
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