Sweet relief: US consumers find joy in confectionery amid COVID-19 stress

27 Aug 2020 --- Sales of chocolate and candy have increased during the pandemic, according to data from the US National Confectioners Association (NCA). The organization states that people across the country are looking for ways to add joy to what has been a serious and uncertain time. Moreover, they note that chocolate and candy can boost moods and lighten perspectives. The NCA is now preparing for a very different Halloween season, noting that this year’s festivities could mean more time at home or celebrating the season throughout the month of October.

“US consumers are looking for a sense of normalcy and joy at an otherwise uncertain time, and their strong emotional connections to chocolate and candy can help to provide that,” an NCA spokesperson tells FoodIngredientsFirst.

They note that 75 percent of US consumers and 91 percent of young parents agree that chocolate and candy are integral to emotional well-being and play a big role in celebrations – such as Halloween 2020. “As we look ahead to the Halloween season, we know that these treats will keep Americans connected, even as the pandemic may keep us apart,” adds the spokesperson. 

The NPA states that while there will be regional differences across the country in terms of how people choose to celebrate the Halloween season this year, but that the celebration will still happen in some form. Last year, industry launched a range of creative spooky NPD, ranging from “dead chewy” gummies to Asahi Pop Orange Partner’s orange juice and rum cocktail. 

The grocery channel has become a key driver for chocolate and candy sales growth.Consumers look to indulgence
In NCA’s sales performance analysis from March 15, 2020 to August 9, 2020, overall sales of chocolate and candy increased 3.8 percent with chocolate (5.5 percent) and premium chocolate (12.5 percent) outpacing the rest of the category. 

Notably, the grocery channel has become a key driver for chocolate and candy sales growth as consumer behaviors continue to evolve during the pandemic and more people shop at grocery stores. In this channel alone, chocolate and candy sales are up 16.6 percent with chocolate (17.9 percent), premium chocolate (21.4 percent) and non-chocolate (13.5 percent) all performing very well.

NCA’s findings are broadly in line with Innova Market Insights’ data surrounding indulgence. In a survey carried out in late March, the market researcher found nearly 40 percent of US consumers were consuming more products that gave them comfort, while just over 30 percent were consuming products deemed good for their mood. 

The pandemic has also presented somewhat of a paradox, with many consumers also looking to eat healthier foods. In comparison to the 10 percent of US consumers eating more indulgent foods, nearly a quarter of them are eating more healthily. Out of the 12 countries surveyed by the market researcher, Italians were the most indulgence-seeking, with over a quarter of the population saying they are eating more foods of this type. 

In some of the countries that show a net decline in eating indulgent foods, there is a split in response amongst consumers. Some are actively looking to indulge less as they watch their health and perhaps cost, while others are indulging more. For example, 19 percent of consumers say they are eating less indulgent foods, but 30 percent report eating more. Within chocolate specifically, 17 percent of US consumers report buying less, while 28 percent report buying more. 

In June, Innova Market Insights revealed that German consumers are bucking the trend for healthier nibbles, with indulgence claims being the single most important influence on snack purchase decisions. However, Nestlé recently reported that its Confectionery category is seeing a decline. Meanwhile, Asia is seeing growth in fresh fruits and vegetables, juices and nectars in light of the pandemic. 

By Katherine Durrell, with additional reporting by Missy Green