US Non-chocolate Confectionery Market Report 2026
Non-chocolate candy continues to grow, but the category's next chapter will be driven more by consumer engagement than pricing.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for non-chocolate confectionery
- Opportunities
- Create a more enduring wellness play with dried fruit
- Don’t let the fun stop at the wrapper
- Turn candy into a vehicle for bigger experiences
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THE MARKET
- Snapshot – market size and forecast
- Consumers and the economic outlook
- Market factors
- When budgets tighten, candy is not guaranteed a pass
- Graph 1: personal finance expectations over the next 12 months, by financial situation, 2026
- Graph 2: attitudes toward non-chocolate confectionery, by financial situation, 2026
- Chocolate’s headwinds give candy an edge
- Graph 3: percentage change in US candy prices from 2024-25
- Intentional eating challenges candy’s traditional growth drivers
- Graph 4: usage and interest in GLP-1 medications, 2024-25
- GLP-1s could create a sweet new role for functional candy
- Tougher sugar messaging for kids may influence future candy consumption patterns
- Demographic trends point to slower organic growth as adult buyers dominate the category
- Graph 5: consumption of candy, by children in the household, 2026
- Graph 6: population, by age group, 1980-2055*
- Market size and forecast
- Growth moderates as the non-chocolate candy market levels off
- Market size and forecast of non-chocolate confectionery
- Graph 7: [no title]
- Market size and forecast of non-chocolate confectionery
- Market segmentation
- Growth concentrates in high-momentum segments
- Graph 8: total retail sales and forecast of non-chocolate confectionery, by segment, at current prices, 2021-31
- Gummies and seasonal candies drive a decade of category growth
- Growth stalls for classic candy formats like chewy and hard in an innovation-driven market
- Niche appeal and minimal innovation keep licorice and other candy in a holding pattern
- Market share/brand share
- “Other” brands outpace the category
- Graph 9: MULO+ sales of non-chocolate confectionery, by leading companies, rolling 52 weeks 2025 and 2026
- Smaller brands capture an outsized share of category growth
- US: MULO+ sales of non-chocolate confectionery, by leading companies, rolling 52 weeks 2025 and 2026
- Familiar hard candy brands find new ways to stay relevant
- Graph 10: market share of hard candy brands, 2026
- US: MULO+ sales of hard candy, by leading companies and brands, rolling 52 weeks 2025 and 2026
- Seasonal candy keeps established brands top of mind
- Graph 11: sales change, select seasonal vs non-seasonal candy brands, 2025-26
- US: MULO+ sales of seasonal candy, by leading companies and brands, rolling 52 weeks 2025 and 2026
- A mature chewy candy category finds growth through new brand energy
- Graph 12: market share of chewy candy brands, 2026
- US: MULO+ sales of chewy candy, by leading companies and brands, rolling 52 weeks 2025 and 2026
- Consumer discovery fuels a new era of gummy competition
- Graph 13: market share of gummy candy brands, 2026
- US: MULO+ sales of gummy candy, by leading companies and brands, rolling 52 weeks 2025 and 2026
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THE CONSUMER
- Frequency doesn’t always signal habit
- Younger consumers eat candy more often…
- Graph 14: frequency of non-chocolate candy consumption, by generation, 2026
- …but older consumers make it more habitual
- Graph 15: agreement with “I mostly eat non-chocolate candy regularly, not just on special occasions,” by generation, 2026
- For some, candy marks a moment; for others, a routine
- Graph 16: types of candy purchased, by generation, 2026
- “Sweet craving” motivations share space with emotional needs
- Graph 17: motivations for eating candy, by generation, 2026
- The rise of the candy explorer
- The category can support faster innovation cycles without alienating core users
- Growth comes from broadening repertoires, not just recruiting users
- Graph 18: attitudes toward candy, by repertoire, 2026
- The candy aisle is for exploring, until consumers get older
- Graph 19: repertoire of non-chocolate candy purchase, by generation, 2026
- One category, two candy mindsets
- Graph 20: factors of importance in non-chocolate candy purchase, by generation, 2026
- Younger, urban, and diverse consumers set the pace for experimentation
- Graph 21: agreement with “I like trying unique or experimental flavors in non-chocolate candy,” by select demographics, 2026
- Candy exploration translates into broader category engagement among younger…
- Graph 22: any current purchase of non-chocolate candy products, by select demographics, 2026
- …diverse…
- Graph 23: any current purchase of non-chocolate candy products, by select demographics, 2026
- …and urban consumers
- Graph 24: any current purchase of non-chocolate candy products, by select demographics, 2026
- Candy repertoire is a stronger predictor of behavior than demographics alone
- Texture shapes the candy hierarchy
- Wider repertoires signal deeper category engagement
- Graph 25: factors of importance in candy purchase, by repertoire, 2026
- Variety seekers turn to candy for more emotional needs
- Graph 26: motivations for consuming candy, by repertoire, 2026
- Permissible indulgence reshapes consumption
- Consumers aren’t giving up sweets—they’re managing them differently
- Health and indulgence coexist in younger consumers’ minds
- Graph 27: factors of importance in candy purchase, by generation, 2026
- From Flintstones to functional candy
- Wellness gives candy more permission to play
- Graph 28: attitudes toward candy, by generation, 2026
- Graph 29: types of candy regularly purchased, by generation, 2026
- Packaging can make indulgence feel more manageable for households with children
- Graph 30: importance of packaging in candy purchase, by children in the household, 2026
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PRODUCT, INNOVATION AND MARKETING
- Nerds Clusters walked so other multi-textured candies could run
- Gummy innovation offers a new path for legacy brands
- Interactive candy keeps consumers engaged beyond childhood
- From Stockholm to social feeds
- Candy collaborations create new paths to relevance
- Candy’s playful DNA travels well beyond food
- Where daily wellness meets daily indulgence
- Candy’s next occasion could start with a viral recipe
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Total retail sales and forecast of non-chocolate confectionery at inflation-adjusted prices, 2021-31
- Average annual household spending on non-chocolate confectionery
- Total retail sales of non-chocolate confectionery, by segment, at current prices, 2024 and 2026
- Total retail sales and forecast of hard candy, at current prices
- Total retail sales and forecast of hard candy, at inflation-adjusted prices
- Total retail sales and forecast of seasonal candy, at current prices
- Total retail sales and forecast of seasonal candy, at inflation-adjusted prices
- Total retail sales and forecast of chewy candy, at current prices
- Total retail sales and forecast of chewy candy, at inflation-adjusted prices
- Total retail sales and forecast of licorice at current prices
- Total retail sales and forecast of licorice at inflation-adjusted prices
- Total retail sales and forecast of other non-chocolate confectionery at current prices
- Total retail sales and forecast of other non-chocolate confectionery at inflation-adjusted prices
- Total retail sales and forecast of gummy candy at current prices
- Total retail sales and forecast of gummy candy at inflation-adjusted prices
- Total retail sales of non-chocolate confectionery, by channel, at current prices
- Total retail sales of non-chocolate confectionery, by channel, at current prices, 2024 and 2026
- Supermarket sales of non-chocolate confectionery, at current prices
- Convenience store sales of non-chocolate confectionery, at current prices
- Sales of non-chocolate confectionery through other retail channels, at current prices
- MULO+ sales of licorice, by leading companies and brands, rolling 52 weeks 2025 and 2026
- MULO+ sales of other non-chocolate confectionery, by leading companies and brands, rolling 52 weeks 2025 and 2026
- The consumer
- Consumer research questions
- Consumer research methodology
- Repertoire analysis methodology
- Generation groups
- Abbreviations and terms
Non-chocolate candy continues to grow, but the category’s next chapter will be driven more by consumer engagement than pricing. The market is forecasted to reach nearly $20 billion by 2031, with growth concentrated in gummies, seasonal products, and brands that give consumers new reasons to explore.
Discovery has become a mainstream expectation. More than half of consumers are interested in unique or experimental flavors, reflecting growing demand for new textures, international influences, interactive formats, and social media-inspired experiences.
One of the category’s greatest opportunities lies in expanding consumers’ candy repertoires. Consumers who purchase a wider variety of candy are more engaged, more likely to experiment, and more receptive to future innovation, making repertoire growth a key driver of long-term category engagement.
The biggest challenge is a more intentional consumer. Rising GLP-1 adoption, stronger sugar-conscious behaviors, and an aging population make indulgence more mindful and less impulse-driven. As a result, brands will need to deliver more than sweetness alone, creating products and experiences that offer discovery, enjoyment, functionality, or emotional value.
This Report Looks at the Following Areas:
- Types of non-chocolate candy purchased
- Factors of importance in non-chocolate candy purchase
- Motivations for eating non-chocolate candy
- Attitudes toward non-chocolate candy
- Current engagement with, and/or interest in non-chocolate candy products
- Trends and launch activity in non-chocolate candy
Market Definitions
For the purposes of this report, non-chocolate confectionery is defined as including the following:
All non-chocolate confectionery items based mainly on sugar and/or artificial sweeteners. Candies sweetened with fruit juice and/or honey are also within the scope of this report. Included in the definition are toffees, jellies, fruity candies, hard candies, nut/coconut candies, and licorice. Non-chocolate seasonal candy is also included in the scope of this report. Circana classifies all Tootsie Roll and Reese’s Pieces products as non-chocolate, so they are also covered here.
Mintel segments this market as follows:
- Hard candy – excluded seasonal candy
- Seasonal – non-chocolate confections marketed for a specific holiday (eg Halloween, Christmas)
- Chewy candy – excludes seasonal candies
- Licorice
- Other non-chocolate confectionery – sugar free, specialty nut and coconut candies (eg PayDay, Boston Baked Bean)
- Gummy candy
Excluded from this report are chocolate and random weight candy.
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