09/03/2026
Despite macroeconomic inflation and fluctuating cocoa prices driving double-digit shelf price increases for chocolate, the confection category continues to prove its resilience, according to Circana's Dan Sadler, who broke down the key data and trends shaping the future of sweets in his recent presentation at ECRM's Candy Planning: Everyday & Summer Seasonal Session.
In this interview with Joseph Tarnowski, Dan shares key takeaways from Circana's research on what's next for the candy category. Watch the video here: https://www.youtube.com/watch?v=xTq-NT1mv7s
Key Market Metrics:
➡️ Candy maintains a 99.8% household pe*******on rate, placing it in more homes than consumer staples like toilet paper or toothpaste.
➡️ Consumers spent over $2.5 billion more on candy this year compared to last year, even with category unit sales softening by 2%.
➡️ Chocolate dollar sales grew over 7% while units fell over 3%, driven by a 7%+ drop in larger-sized chocolate bar units as consumers downsize purchases.
➡️ E-commerce holds a 9% share of total candy sales but generates 28% of the overall growth in the category.
Gen Z & Digital Commerce Drivers
➡️ Gen Z is heavily driving performance, increasing their spending on chocolate by 14% and non-chocolate candy by over 9%.
➡️ TikTok Shop has grown into a major sales channel, where non-chocolate candy currently ranks as the #1 snack category.
➡️ Product launches are shifting from traditional retail setups to social commerce demos, affiliate sampling, and direct customer feedback before expanding to physical store shelves.
➡️ Popular innovations highlight unique flavors and textures, including "swicy" (sour-spicy) options, Swedish sour candies, and cotton candy that turns into chewing gum.
Health Claims & Seasonal Strategies
➡️ "No or low sugar" leads as the top health and wellness claim across all candy categories, alongside notable growth in vegan and gluten-free claims.
➡️ Breath fresheners remain flat in unit sales year-over-year, potentially supported by GLP-1 users seeking remedies for dry mouth and bad breath.
➡️ Early promotional efforts like "Summerween" contributed to a 77% increase in August Halloween candy sales between 2022 and 2025.
➡️ Non-chocolate candy dominates Halloween sales due to lower costs, whereas Christmas sales remain 70% chocolate-driven.
➡️ In 2027, Valentine’s Day and the Super Bowl occur on the same day, and 70% of surveyed consumers report plans to celebrate both and combine their shopping.
