Self-love and sharing sees surge in confectionery demand ahead of Valentine’s Day

Although normally thought of as a holiday for sharing chocolate and candies, this year’s Valentine’s Day is also expected to benefit from the rising trend of ‘self-care’ as consumers treat themselves with their favourite confectionery items to celebrate the day and support their emotional wellbeing.

And, according to the NCA, as consumers look for fun and unique ways to treat themselves retailers are seeking new ways to delight their shoppers in a COVID-19 environment.  

'Powerful trends'

“Valentine’s Day is positioned at the nexus of two powerful trends defining the confectionery category right now​,” said John Downs, NCA President & CEO. “Consumers are sharing chocolate and candy more frequently, and shoppers are increasingly looking for little moments to treat themselves. This year’s Valentine’s Day will benefit from both of these rising consumer behaviours​.”

According to the latest sales data from IRI, combined chocolate, non-chocolate, gum and mint sales in the North American market in 2021 increased approximately 10% for the 52 weeks ending 26 December, 2021, versus a year ago. Chocolate sales led the way, with 58% of total sales. 

With seasonal sales typically north of $3bn during the six weeks in advance of Valentine’s weekend, the NCA reports that consumers are purchasing heart-shaped boxes of chocolate, candy hearts, and premium offerings for friends, loved ones - and themselves.