Canadians love chocolate and candy, with nearly everyone indulging in chocolate, and many also enjoying non-chocolate confections. However, chocolate holds a deeper connection for Canadians, thanks to its associations with pure ingredients and the emotional satisfaction it provides. Despite concerns about sugar content, chocolate and candy penetration remain steady, although many emphasize moderation. This underscores the importance of offering diverse formats, such as bite-sized options, to cater to varying preferences and lifestyles.
Confections are inherently joyful, presenting opportunities for innovation – particularly for trusted, established brands. Innovations in format, texture and unconventional flavour combinations can capture consumer interest. However, quality must remain a priority, as it is a more important marker of value than quantity.
While chocolate and candy play a central role in holidays and celebrations, their true appeal lies in everyday moments. They provide simple indulgences that help people unwind and cope with daily stresses. Although confections are not inherently healthy, Canadians recognize the value of occasionally treating themselves, viewing indulgence as an important part of overall wellbeing.
This report looks at the following areas:
- Chocolate and non-chocolate candy penetration by format, and reported change in usage compared to the previous year.
- Occasions and holidays when chocolate and candy are more or less popular.
- Innovations that have been tried and those of interest.
- Views towards confections among GLP-1 drug users.
- The impact of higher prices on reported consumption.
- Associations made with chocolate and candy.
While Canadians’ love for chocolate and candy persists, moderation matters to offset feelings of guilt. A focus on quality over quantity resonates in this context.
Joel Gregoire, Associate Director of Food & Drink Reports
Market Definitions
For the purposes of this Report, Mintel asked Canadians about chocolate and non-chocolate confectionery in various sub-categories, including:
- Chocolate: individual chocolate bars (eg Kit Kat), bags/boxes of chocolates (eg individually wrapped or non-wrapped), larger format chocolate bars (eg tablets), chocolate sold in loose form (eg bulk section of store), other chocolate.
- Non-chocolate candy: chewy candy (eg gums), hard candy, liquorice, lollipops, other non-chocolate candy.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- What consumers want and why
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THE MARKET
- Market drivers
- Inflation rises to 2.4% in September
- Graph 1: annual change in CPI and retail food prices, by month, 2019-25
- Global cocoa prices have risen sharply
- Obesity rates have increased sharply among younger adults
- Graph 2: percentage of individuals with a self-reported obese body mass index, by age group, 2015 & 2022
- Front-of-package nutrition labelling mandated in 2026
- Chocolate confectionery sales approach $3 billion in Canada
- Immigration is essential for a stable population
- Graph 3: projected population growth, 2024/25-2044/2045
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CONSUMER INSIGHTS
- Consumer fast facts
- Chocolate and candy usage
- Canadians show no signs of turning away from chocolate and candy, if anything, they’re getting more popular
- Graph 4: chocolate or candy eaten in the past three months, 2022 & 2025
- Candy offers variety
- Frequency patterns related to chocolate and candy remain steady
- Graph 5: change in candy consumption vs last year, 2022 & 2025
- Graph 6: change in chocolate consumption vs last year, 2022 & 2025
- Health concerns are the main barriers for chocolate and candy
- Graph 7: reasons for eating more chocolate or candy vs last year, 2022
- Graph 8: reasons for eating less chocolate or candy vs last year, 2022
- Considered treats beat deprivation when it comes to sweets
- Graph 9: attitudes towards eating less chocolate or candy, 2025
- Bite-sized, big flavour
- Connect with GLP-1 medication users in ways that resonate
- Balance indulgence with benefits when engaging GLP-1 users
- Protein in confections
- Getting more from less: quality can help assuage guilt
- Graph 10: attitudes towards treating oneself with chocolate or candy, 2025
- Chocolate and candy occasions
- Confections can meet a range of needs to win in the afternoon
- Graph 11: occasions when chocolate or candy are typically eaten, 2025
- Align snacks with evolving daily needs
- Graph 12: considerations that matter when snacking by daypart, 2024
- Flexible confections for throughout the day
- Christmas’s popularity translates into consumption of confections during holidays
- Graph 13: holidays when chocolate or candy are typically eaten, 2025
- New Canadians and holiday celebrated
- Graph 14: holiday participation (NET – any participation), newer vs established Canadians, 2024
- For newer Canadians, chocolate and candy are less central to “established” holiday celebrations
- Graph 15: holidays when chocolate or candy are typically eaten, newer vs established Canadians, 2025
- Recognize the evolving holiday seasons
- Innovation opportunities
- Smaller pack sizes lead in the innovations consumers use
- Graph 16: chocolate/candy innovations tried in the past three months, 2025
- Confectionery brands can capitalize on several avenues of innovation
- Graph 17: chocolate/candy innovations of interest, 2025
- Viral social media trends, like Dubai chocolate, capture attention, but actual demand requires perspective
- Opportunities for innovation
- Healthy mind for younger generations
- Similar chocolate bars can offer distinct emotional wellness benefits
- Attitudes towards exploration and purchase behaviours
- Saving shouldn’t mean compromising on quality
- Graph 18: attitudes towards chocolate/candy and value, 2025
- Make every-day moments count with elevated options
- Established brands have earned the trust to explore novel options
- Graph 19: attitudes towards exploration and purchasing habits, 2025
- Familiar brands, unique flavour experiences
- Buzz-worthiness resonates more with younger generations
- Graph 20: like to try buzz-worthy chocolates or candies made popular on social media, by generation, 2025
- Graph 21: like to try buzz-worthy chocolates or candies made popular on social media, newer vs established Canadians, 2025
- Brands embrace the Dubai chocolate trend for flavour innovation
- Views on provenance and allergies
- Canadian-made positioning resonates
- Graph 22: attitudes towards conscientious purchase behaviours, 2025
- The appeal of “buying Canadian” consistently connects
- Graph 23: trying to purchase more domestically/locally made products to avoid higher prices, 2025
- Proudly Canadian, with a compelling story
- Parents are more concerned with allergies
- Graph 24: “I’m more concerned about buying chocolate (for yourself or others around you) with nuts than I used to be because of allergy concerns,” parents vs non-parents, 2025
- Nestlé’s investment in nut-free chocolate helps build trust
- Associations with chocolate and non-chocolate candy
- Canadians hold more positive associations with chocolate than candy
- Graph 25: associations with chocolate and non-chocolate candy, 2025
- Associations of note
- Permissibility is least associated with chocolate and/or candy
- Graph 26: associations not made with either chocolate or non-chocolate candy, 2025
- Consumer segments of note
- Generations
- Newer vs established Canadians
- Regional differences
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Colour can enhance the emotional vibes from chocolate
- Further examples of diverse colours used in confections
- Coffee paired with chocolate, or coffee in chocolate?
- Stand out with diverse textures
- One bite at a time
- Ethics can be promoted in different ways
- Simplified experiences with blended ingredients
- Wellness can take on different forms for confections
- Made for mom emergencies
- Distinguish chocolate launches with novel combinations
- Private-label sweets can push boundaries
- Limited or seasonal launches can suit seasonal changes in flavour or format
- Sophisticated and intense non-chocolate candy ideal for adult tastes
- Marketing and advertising
- Extend positioning to adjacent categories
- Confections meets high fashion
- Opportunities
- Accessible indulgences in uncertain economic times
- Iconic brands have the trust to blur categories lines
- Nostalgia and a return to simplicity
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APPENDIX
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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