Stay ahead of the curve and secure future growth for your business with Mintel’s US Non-chocolate Confectionery Market Report. Get a 360° view of the US non-chocolate candy market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.
This report looks at the following areas:
- The short-, medium-, and long-term effects of inflation on non-chocolate confections and consumer behavior
- Reported purchases and changes in purchases of non-chocolate confections
- Motivations for increased non-chocolate confection purchases
- Non-chocolate confection consumption occasions
- Attitudes toward non-chocolate confections
- Factors influencing non-chocolate confection purchases
- Interest in non-chocolate confection innovation
US Non-chocolate Candy Market Outlook
The non-chocolate confection market thrives as consumers rely on it as an affordable and simple way to satisfy cravings and boost their mood. Nearly 90% of consumers have bought the category in the last three months, and almost a quarter have increased their purchases. This uptick is even more pronounced amongst Gen Z and Millennials, with over 30% reporting higher purchases, signaling ample opportunities for brands to engage younger consumers to both maintain and grow their market presence.
US Non-chocolate Candy Market Trends and Innovation Opportunities
The category is prime for innovation as 72% of candy consumers enjoy trying new non-chocolate candy varieties. This could include exploring alternative packaging, BFY formulations, flavors, formats, brand collaborations, and textures. As a category known for being fun and experiential, there are numerous opportunities for brands to innovate on classic products or simply reemphasize the strengths of already popular candies.
Given concerns about nutrition and the perception that candy is “only for kids,” now is a fortuitous time to explore BFY options to create an avenue for both kid- and adult-friendly permissible indulgences for a variety of occasions. Beyond innovation, it will be vital to stress the value of non-chocolate confectionery as an all-day, everyday treat for all ages.
Purchase the full report for a complete overview of the US non-chocolate confectionery market, including consumer insights and comprehensive analysis from Mintel’s industry experts. Readers of this report may also be interested in Mintel’s US Chocolate Confectionery Market Report.
More About This Report
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. IRI classifies all Tootsie Roll and Reese’s Pieces products as non-chocolate, so they are also covered here.
Meet The Expert
This report is written by Mintel’s Food & Drink Analyst, Julia Mills. Julia joined Mintel in 2023 after spending two years working in the Food & CPG industry. Prior to Mintel, she analyzed trends & insights in both the food distribution and market research space. She holds a BA in Food & Consumer Package Goods Marketing from Western Michigan University.
Candy is a budget-friendly fix to satisfying cravings and exploring flavors and textures. Embrace “little treat culture” to position it for everyday indulgence.
Julia Mills
Food & Drink Analyst
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Executive Summary
- What you need to know
- What consumers want and why
- Non-chocolate confection sales are on a sweet trajectory
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Economic uncertainty: threat or opportunity for candy?
- Graph 1: consumer sentiment index, 2021-24
- Economic slumps stall candy innovation
- Graph 2: launches of non-chocolate confections, 2008-23
- Producers of candy ingredients feel the heat… both figuratively and literally
- Challenges in the cocoa market make non-chocolate candy look a bit sweeter
- Candy receives a lift from tiny gratification routines
- Frequent snacking becomes the new normal
- Graph 3: snacking motivations, 2024
- America’s health crisis opens space for BFY candy options
- Graph 4: efforts towards healthy eating, 2023
- Graph 5: age-adjusted prevalence of overweight and obesity among people aged 20 or older, 2001/02-17/18
- Market size and forecast
- Stable growth in non-chocolate confections springs from indulgence, snacking habits, and economic factors
- Non-chocolate confections are expected to reach $17bn in sales by 2029
- Maximize sales through strategic channel placement and packaging adaptation
- Graph 6: total retail sales of non-chocolate confectionery, by channel, at current prices, 2019-24
- Market segmentation
- Chewy candy dominates over half of category sales
- Graph 7: market share of non-chocolate confections segments, 2024
- Challenges persist for hard candy and licorice
- Graph 8: total retail sales and forecast of non-chocolate confectionery, by segment, at current prices, 2019-29
- Varying levels of growth are projected for all segments
- Market share/brand share
- Ferrara, Mars and Hershey make up nearly 50% of the non-chocolate confection market
- Graph 9: multi-outlet sales of non-chocolate confectionery, by leading companies, rolling 52 weeks 2023 and 2024
- Top candy companies experience high brand loyalty
- Hard candy
- Combination of novelty and nostalgia keep hard candy relevant
- Graph 10: multi-outlet sales of hard candy, by leading companies and brands, rolling 52 weeks 2024
- Amidst growth in most leading companies, Tootsie Roll and Ferrara experience declines
- Seasonal candy
- Holiday repositioning and value proposition drive sales
- Graph 11: multi-outlet sales of seasonal candy, by leading companies and brands, rolling 52 weeks 2024
- Ferrara Candy Company holds more than a quarter of seasonal candy share
- Chewy candy
- Gummy brands find success on both ends of the spectrum: comforting fruity flavors to extreme sour
- Graph 12: multi-outlet sales of chewy candy, by leading companies and brands, rolling 52 weeks 2024
- Consumers show loyalty to popular chewy candy companies such as Mars and Ferrara
- Licorice
- Licorice sales could benefit from snackable and BFY varieties
- Graph 13: multi-outlet sales of licorice, by leading companies and brands, rolling 52 weeks 2024
- Twizzlers hold 66% of licorice market share
- Other non-chocolate confectionery
- Novel formats and diverse international varieties drive strong sales performance
- Graph 14: multi-outlet sales of other non-chocolate confectionery, by leading companies and brands, rolling 52 weeks 2024
- “Other” non-chocolate confectionery brands exhibit robust sales growth
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Consumer Insights
- Consumer fast facts
- Non-chocolate candy purchase
- Sweet seekers crave a “rainbow” of candy options
- Variety is key in candy
- Graph 15: types of non-chocolate candy purchased in the last three months, 2024
- Younger generations have a sweet tooth for candy…
- Graph 16: types of non-chocolate candy purchased in the last three months, by generation, 2024
- …and are passing on their cravings to their children
- Graph 17: types of non-chocolate candy purchased in the last three months, by parental status, 2024
- Appeal to diverse and adventurous consumers with focused candy options
- Graph 18: types of non-chocolate candy purchased in the last three months, by race, 2024
- Change in non-chocolate candy consumption
- Things are looking sweet in candy land…
- Graph 19: change in non-chocolate candy purchase, 2024
- …as consumers are motivated by a desire for emotional wellbeing boosters
- Graph 20: motivations for increased non-chocolate candy purchase, 2024
- More than 30% of Gen Z and Millennials have increased their candy purchases
- Graph 21: change in non-chocolate candy purchase, by generation, 2024
- Leverage indulgence, convenience, and emotional drivers to boost candy consumption across generations
- Graph 22: motivations for anticipated increased non-chocolate candy purchase, by generation, 2024
- Candy takes a back seat during budget constraints
- Graph 23: change in non-chocolate candy purchase, by financial situation, 2024
- Non-chocolate candy occasions
- Capitalize on the emotional appeal of candy for everyday delight and holiday festivities
- Indulgence for small and big moments
- Graph 24: non-chocolate candy eating occasions, 2024
- Make candy a top-of-mind treat for Gen Z snack enthusiasts
- Graph 25: non-chocolate candy eating occasions, by generation, 2024
- Tap into candy’s adaptability for affordable indulgence on any occasion
- Graph 26: non-chocolate candy eating occasions, by financial situation, 2024
- Non-chocolate candy attitudes
- Endorse candy as a personal treat
- Graph 27: attitudes toward non-chocolate candy, 2024
- Interest in new candy experience is ageless
- Graph 28: agreement with the statement “I enjoy trying new non-chocolate candy varieties,” by generation, 2024
- Graph 29: agreement with the statement “non-chocolate candy is an affordable treat,” by generation, 2024
- Consumers prefer flexibility in package sizes
- Graph 30: agreement with the statement “I prefer single-serve packages of candy,” by generation, 2024
- Graph 31: agreement with the statement “I like my candy to be in a resealable package,” by generation, 2024
- Factors of importance in non-chocolate candy purchase
- Sensorial cues and brand recognition drive candy buying decisions
- Flavors, brand, and texture are top purchase factors
- Graph 32: factors of importance in non-chocolate candy purchase, 2024
- Nutrition and specific-use play second fiddle to flavor and brand reputation
- Balance sensory appeal, nutrition, and innovative packaging for targeted marketing
- Graph 33: factors of importance when purchasing non-chocolate candy, by generation, 2024
- Financial situations shed light on crucial candy factors
- Graph 34: factors of importance when purchasing non-chocolate candy, by financial situation, 2024
- Interest in non-chocolate candy innovation
- BFY candy innovation opens a space for (un)guilty indulgence
- Graph 35: interest in non-chocolate candy innovation, 2024
- Younger consumers look for fun, older consumers look for comfort
- Graph 36: interest in non-chocolate candy innovation, by generation, 2024
- Gendered preferences in non-chocolate candy: women favor health and nostalgia, men seek adventure and novelty
- Graph 37: interest in non-chocolate candy innovation, by gender, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- Switching up texture can make old classics “new” again
- Brands adventure beyond classic textures to craft new experiences
- Graph 38: launches of non-chocolate confectionary by texture, 2019-23
- Alternative processing techniques and formats enhance multi-sensory experiences…
- …and turn candy into an adventurous encounter
- Graph 39: [no title]
- Candy flavors get a grown-up “glow up”
- Adult-centric flavors broaden appeal to both aspirational and mature audiences
- Graph 40: [no title]
- Sweet & spicy (aka “swicy”) brings the heat
- Brands seek a sweet escape beyond candy for flavor inspiration
- Sugar finds itself in a sticky situation
- Graph 41: launches of non-chocolate confectionary by claim, 2019-23
- Retain indulgences without making compromises
- Graph 42: [no title]
- BFY varieties turn candy into a more permissible treat
- Marketing and advertising
- Brands get “personal” for increased engagement
- Brands harness BFY claims to make candy a more “acceptable” indulgence
- Creating sweet connections through a charcuterie approach to candy
- #candysalad: social media trends capture candy’s ability to bring people together
- Opportunities
- Recapture childhood delight with candy-centric experiences
- Candy escapism for a sweet respite from everyday life
- Evoke naturalness through connections with fruit
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Appendix
- Market definition
- Market size methodology
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- TURF analysis
- The market
- Total retail sales and forecast of non-chocolate confectionery, at current prices
- Total retail sales and forecast of non-chocolate confectionery, at inflation-adjusted prices
- Total retail sales and forecast of non-chocolate confectionery, by segment, at current prices
- Average annual household spending on non-chocolate confectionery
- Total retail sales of non-chocolate confectionery, by segment, at current prices
- Total retail sales and forecast of hard candy, at current prices, 2019-29
- Total retail sales and forecast of hard candy, at inflation-adjusted prices, 2019-29
- Value, average price and volume of multi-outlet hard candy sales
- Total retail sales and forecast of seasonal candy, at current prices, 2019-29
- Total retail sales and forecast of seasonal candy, at inflation-adjusted prices, 2019-29
- Value, average price and volume of multi-outlet seasonal candy sales
- Total retail sales and forecast of chewy candy, at current prices, 2019-29
- Total retail sales and forecast of chewy candy, at inflation-adjusted prices, 2019-29
- Value, average price and volume of multi-outlet chewy candy sales
- Total retail sales and forecast of licorice, at current prices, 2019-29
- Total retail sales and forecast of licorice, at inflation-adjusted prices, 2019-29
- Value, average price and volume of multi-outlet licorice sales
- Total retail sales and forecast of other non-chocolate confectionery, at current prices, 2019-29
- Total retail sales and forecast of other non-chocolate confectionery, at inflation-adjusted prices, 2019-29
- Value, average price and volume of multi-outlet non-chocolate confectionary sales
- Total retail sales of non-chocolate confectionery, by channel, at current prices
- Supermarket sales of non-chocolate confectionery, at current prices
- Sales of non-chocolate confectionery through other retail channels, at current prices
- Sales of non-chocolate confectionery, by company
- Sales of hard candy, by company
- Sales of seasonal candy, by company
- Sales of chewy candy, by company
- Sales of licorice, by company
- Sales of other non-chocolate confectionery, by company
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