The National Confectioners Association (NCA) first observed National Candy Month in January 1974 after sales of confections dropped off after the festive celebrations.
It has been running in its current summertime format for the past five years, conveniently filling the six-month dip in confectionery sales from Easter to Halloween.
As consumers incorporate treats like chocolate and candy into their warm-weather traditions, holiday plans, and celebrations, John Downs, president and CEO of the NCA, said: “Classic summer rituals – like road trips, beach vacations, backyard barbecues, and campfires – create a fitting backdrop for consumers to enjoy chocolate and candy, enhancing memorable moments.
“This summer and all year long, chocolate and candy companies are helping consumers choose the right treat for any occasion by offering more variety in pack sizes and portion options than ever before – all while reminding consumers that candy is a treat and not a meal replacement.”
Boost to manufacturing
The $54 billion US confectionery industry is a true American manufacturing success story, and National Candy Month shines a spotlight on the people in communities across the country who make the nation’s favourite treats.
Anthony Myers
Consumer behaviour
Recent increases in chocolate prices have prompted consumers to seek alternatives or reduce their consumption, particularly in price-sensitive markets. In a recent WSJ article, American confectionery purchasing habits came under the spotlight and were deemed to be more ‘impulsive’ than European ones, leading to a greater price elasticity.
As a result, US demand is more heavily impacted by record-high cocoa prices, further compounded by local Trump tariffs and concerns about health and wellbeing.
Candy as a ‘treat’
The NCA’s advice is that candy is a treat, not a centre-of-the-plate food. “A more laid-back pace of life is a hallmark of the summer, but consumers still understand that chocolate and candy are treats,” it says.
The organization’s research reveals that consumers in the US enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day.
“American consumers have a unique mindset when they enjoy chocolate and candy that is not present when interacting with other foods,” according to the NCA.
National Candy Month Consumer Data:
Top treats: Gummy candy, chocolate, hard candy, and taffy top the list of Americans’ favourite summer treats.
On the road again: 86% of people going on a summer road trip will bring chocolate and candy, 80% will enjoy their favourite sweets during a visit with family, and 64% of beachgoers will soak up the sun with treats in tow.
Sweet escape: 75% of campers will pack chocolate and candy for their outdoor adventures, including spending evenings around the campfire making s’mores. And when it comes to assembling their s’mores, 66% of Americans will opt for plain milk or dark chocolate, while 34% add a twist with caramel, peanut butter, or other ingredients.
Taffy twists: Taffy is a classic US summertime treat, and two-thirds of consumers like timeless flavours like chocolate and vanilla, while the remainder seek out interesting combinations or unusual flavours for a twist on tradition.
- Visit NationalCandyMonth.com for fun facts, tips for treating, and plenty of ideas and inspiration for how to celebrate this June and all summer long.
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