Chocolate consumption trends in the US
US consumers have had a strong connection to chocolate throughout the past year, according to a report from the National Confectioners Association.
The ‘Getting to Know Chocolate Consumers 2024’ report revealed that chocolate accounted for US$21.4 billion in confectionery sales — a new high — over the last year, with 65% of consumers turning to chocolate as an affordable treat. Despite increased food costs and economic uncertainty, Americans are leaving room in their budgets to treat themselves and others to chocolate.
Other findings from the NCA report include:
- Sweet escape: 94% of consumers sometimes purchase chocolate just for themselves to enjoy and 72% feel chocolate belongs in a happy, balanced lifestyle. In fact, owing to its status as a beloved treat, 21% are consuming more chocolate than last year.
- Top tastes: Milk chocolate remains Americans’ preferred chocolate (40%), followed by dark chocolate (28%) and white chocolate (7%), while 26% of consumers would be happy with any variety.
- Added spice: 47% of consumers prefer their chocolate with ingredients such as caramel, peanut butter, almonds and peanuts. Millennials are most likely to select chocolate with other flavours, while Gen Z is more likely to take their chocolate straight up. Caramel has the largest appeal across generations.
- Something nice: 72% of consumers occasionally or often gift chocolate to others for special occasions. The top occasions for chocolate gifting are Valentine’s Day, a birthday and Halloween, and 29% of consumers say they do not need a particular occasion – they give chocolate ‘just because’.
John Downs, president and CEO of the National Confectioners Association, said: “Chocolate serves a unique role as an affordable and accessible treat. While American families are taking steps to streamline their spending, they continue to seek out their favourite chocolate products to enhance moments of joy and comfort. Whether it’s a cherished holiday tradition or a special occasion to ‘treat yourself’, consumers are making allowances in their budgets for chocolate.”
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