There’s nothing sweeter than candy, except perhaps good intel.

“For years, non-chocolate candy was the domain of younger consumers; we saw that chocolate consumption would rise along with age. Within the chocolate segment, preferences often moved from milk to dark chocolate as shoppers got older,” Elise Fennig, chief of staff and senior vice president of operations for the National Confectioners Association (NCA) in Washington, D.C., said.

“We’re still seeing those patterns today, but between the demographic shifts and their subsequent impact on total confectionery spending, along with today’s marketplace dynamics, we’re seeing new trends.”

NCA provides data insights and custom research reports on confectionery consumers, closely tracking confectionery performance in convenience and other channels.

One new trend is that non-chocolate candy has outperformed chocolate candy in recent years. It’s due, in part, to financial decision-making, as non-chocolate candy is less expensive, both per pound and per package. But it’s also driven by millennials’ love for candy and an exploration of all things sour, flavor mashups, different textures, and flavor experiences, Fennig said. Convenience stores tend to draw a higher share of younger shoppers through their foodservice programs, resulting in strong non-chocolate candy sales in the channel.

Some social media trends involving chocolate and candy have aided sales as well, she said, including mystery flavors, chocolate and candy “charcuterie” boards, and extreme heat and sour challenges.

Trends come and go, Fennig said, but there are opportunities for growth with some tried-and-true campaigns, such as holidays.

“Depending on space availability, seasonal assortment is another area of interest for many convenience stores—and, in fact, the four big seasons of Valentine’s Day, Easter, Halloween, and the winter holidays account for 64% of total confectionery sales. NCA’s original consumer research, *State of Treating*, offers an annual look at these types of trends in all areas of the purchase, including the importance of price and promotion, brands, mood, nutrition, sustainability, and more,” Fennig said.

Aside from those holiday spikes, there’s often a substantial time gap between Easter and Halloween. This is especially true during years when Easter comes early (in 2024, Easter fell on March 31; in 2025, it will be on April 20).

In response, retailers across the nation participate in June’s National Candy Month to kick off the summer full of smaller holidays, events, and celebrations—whether an annual event like July 4th or an occasional event like the Olympics. Confectionery manufacturers innovate around summer with red, white, and blue editions of their products and fun, traditionally “summertime” flavors—and retailers even get in on the fun of “s’mores season” through cross-promotion of ingredients for that iconic summer treat.

In addition to creating promotional opportunities, NCA supports its member companies in all areas, from regulatory guidance to industry networking. The annual *State of Treating* research reflects the opinions and behaviors of more than 1,500 consumers on all things confectionery, from what they buy to where they buy it and why. Additionally, the report provides year-to-date performance for the convenience channel to understand its importance and growth trends specific to the audience.

“By understanding the impact of the external environment on confectionery purchasing, holiday versus everyday need states, balancing proven favorites with new and innovative items, and the impact of health and emotional well-being, convenience store operators will be able to adapt assortment, marketing, social media outreach, and more,” Fennig said.