Trends
US consumers stocking up Easter baskets with chocolate and candy
The Easter season is an important event for the confectionery industry, totalling approximately $4bn in sales in 2021 alone. The NCA predicts 2022 Easter confectionery sales are expected to be 5% to 7% higher, building off the record-setting sales seen in 2021, thanks to a longer lead-up to the Easter holiday and consumer enthusiasm for extending seasonal celebrations.
According to the NCA, the traditional Easter baskets will also include chocolate and candy as American families prepare for the holiday occasion and 84% of Americans agree that chocolate and candy are a fun and important part of special celebrations and traditions like Easter.
“Many traditions during the Easter season give Americans a chance to celebrate spring with their family, friends and loved ones – something many of us are craving after countless special moments and holidays apart,” said John Downs, president & CEO of the NCA.
“Sharing a little bit of confectionery is a time-honoured tradition this time of year and an important consideration for consumers when they purchase chocolate and candy.”
Seasonal celebrations
As revealed in NCA’s new 2022 State of Treating report, consumers also turn to confectionery during seasonal celebrations like Easter to share their enthusiasm with loved ones and support their own emotional wellbeing, with 72% of consumers saying they feel their physical health and emotional wellbeing are connected.
The type of candy included in Easter baskets varies widely. 44% of Americans say the best Easter treats are chocolate eggs and bunnies, while 20% prefer jelly beans in their Easter baskets. Candy-coated eggs (18%) and marshmallow candies (15%) round out Americans’ top four favourite Easter basket items. But no matter which candy they prefer, says the NCA, Americans can agree on one thing: celebrating the Easter season wouldn’t be the same without a sweet treat.
US consumers enjoy chocolate and candy two-three times a week, averaging roughly 40 calories per day and just one teaspoon of added sugar a day from confectionery items, according to latest NCA research.
