CANDY
Nonchocolate Candy Makes a Rebound The pandemic unwrapped new shopping trends, consumer behaviors and product attributes By Danielle Romano DESPITE PANDEMIC-DRIVEN changes in shopping, working and social routines, there’s been at least one meaningful constant: confectionery remains a strong and important category.
Chocolate accounted for the largest share and highest growth percentage in 2020, with its strong performance rooted in continued high household penetration. Although nonchocolate saw less engagement early on in the pandemic, the segment strongly rebounded late in the year. The National Confectioners Association’s (NCA) second-annual Sweet Insights: State of Treating 2021 report revealed that confectionery overall rang up $36.7 billion in sales in 2020. Nonchocolate accounted for 30 percent of sales, or $11.5 billion, representing 2.9 percent growth over 2019. Chocolate accounted for 58 percent of sales, or $21.9 billion, representing 4.2 percent growth year over year. The nonchocolate consumer sought moments of comfort and nostalgia during an unprecedented time, noted Jim Dodge, vice president of convenience for Mars Wrigley. “People were increasingly drawn to confectionery for at-home consumption, as well as for on-the-go occasions like road trips or local getaways, and they turned to trusted brands they love and grew up
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with to satisfy this need,” Dodge told Convenience Store News. “That said, we know consumers are still looking to indulge and they want to do it in new and adventurous ways. The nonchocolate consumer, in particular, is still looking to use confections during moments that matter, seeking trusted brands and products that are ingrained in family traditions. They look to fruity confections as more than just a treat for themselves, but as a way to treat others through affordable gifting.” Lance Smith, vice president of industry affairs and customer strategy for The Promotion In Motion Cos. Inc., which is known for such brands as Welch’s Fruit Snacks, Original Gummi FunMix and Sour Jacks Mouth Puckering Candy, says there are several characteristics of nonchocolate consumers that helped bolster the segment’s growth in 2020. One trait in particular is that these consumers are variety seekers who love exploring new products or brands, and who look to snacks as a source of fun. “Those purchasing chocolate tend to be looking for an individual, premium treat or reward, and [are] now more focused than ever on healthier benefits that chocolate provides — especially dark chocolate. Conversely, purchasers of nonchocolate candy, especially chewy, are looking for a fun experience that will challenge their taste buds with new and interesting flavors and textures,” Smith explained.
Behavioral Changes & Trends According to the State of Treating 2021 report, 61 percent of shoppers changed up their confectionery purchases during the COVID-19 pandemic in one or more
