Confectionery sales remain resilient as industry prepares for Valentine’s Day

A new report from the National Confectioners Association (NCA) reveals an overwhelming 86% of Americans report they’ll share a gift of chocolate and candy this Valentine’s Day.

“Throughout the pandemic, one thing that has remained consistent is that Americans appreciate chocolate and candy for the sense of comfort they bring during challenging times​,” said John Downs, NCA president & CEO.

“The confectionery category remains resilient as people find new and creative ways to incorporate chocolate and candy into their celebrations of holidays and special moments like Valentine’s Day​.”

Valentine’s Day Central

To help consumers celebrate Valentine’s Day in a healthy way, the NCA has set-up a special digital hub​ providing tips for treating responsibly, a history of the holiday and some fun facts about iconic Valentine’s Day Treats like conversation hearts and chocolate.

Valentine’s Day fun facts:​

• 84% of Americans think chocolate and candy are a fun part of special celebrations, including Valentine’s Day.
• 87% of Americans enjoy seasonal Valentine’s Day chocolate and candy.
• When asked how they select a treat from a Valentine’s Day box of chocolates, 50% of Americans said they find the 'map' and carefully choose one; 31% said they randomly pick one; 13% of people said they bite the corner to determine the filling; and just 6% of respondents poke the bottom to find out the flavor.

And in a box of Valentine’s Day chocolate, people say they look for:

• 32% - caramel
• 24% - chocolate covered nuts
• 21% - chocolate-filled
• 11% - cream-filled
• 9% - coconut
• 3% - other

The NCA added most people in the US enjoy chocolate and candy two-three times a week, averaging approximately 40 calories a day and about one teaspoon of added sugar a day.