The National Confectioners Association’s Getting to Know Candy Consumers 2025 report reveals that non-chocolate candy sales in measured channels generated $12.9 billion over the last year, representing one-third of all U.S. confectionery sales. While Gen X accounts for the largest share of candy unit sales at present, younger generations are shaping the future of the marketplace, which is projected to reach $27.8 billion across all channels by 2030.
Why it matters: Non-chocolate candy is the second-largest confectionery category and its share of total confectionery units has steadily increased since 2020, reflecting consumer demand for candy’s many types and flavours. As generational shifts in candy consumption take hold, the confectionery industry will continue to innovate with products that suit their ever-evolving tastes, preferences, and desires.
John Downs, president & CEO of the National Confectioners Association, said:
“Innovation is at heart of the confectionery industry, which is especially clear with non-chocolate candy. As each generation finds ways to put their own stamp on the sub-category, confectionery manufacturers balance tradition with forward thinking. Whether through new flavours, fresh formats, or original experiences, these companies are delighting consumers of every age. When it comes to candy, there’s something for everyone.”
Other insights from the NCA report include:
Dynamic demographics: Millennials are poised to overtake Gen X as the top buyers of non-chocolate candy within two years. And although Gen Z represents a smaller share of candy consumers, their spending on candy increased by 47% year-over-year.
Gimme gummy: Across all generations, gummy and chewy candy are the standout favorites. Hard candy, lollipops, and licorice round out the top five varieties of non-chocolate candy.
Savour the flavor: When it comes to flavours, Gen Z and Millennials like to experiment with sour, spicy, and “mystery” options, but classic fruity flavors are a failsafe choice for any crowd. Younger generations also have a taste for texture innovation, driving growth in formats like freeze-dried and liquid-filled candy.
Keeping Candy Consumption In Perspective: People in the U.S. 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 – it’s a treat, not a meal replacement or center-of-the-plate food. Visit AlwaysATreat.com for more information.
Survey Methodology: NCA’s Getting to Know Candy Consumers 2025 survey data was collected using an online survey conducted between August 8 and 13, 2025, with a national sample of 1,500 consumers between the ages of 18 and 75. The margin of error associated with the survey is +/-2.5% at the 95% confidence level. The research was sponsored by Candy Dynamics and The Allan Sullivan Company.
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Joseph Clarke
Editor, International Confectionery
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