Insight of the Day: Why US shoppers still prioritise treats despite rising food costs
- InsightTrendsWorld
- Mar 14
- 9 min read
Why?
Emotional Connection: Chocolate and candy are strongly linked to emotional well-being, helping to elevate celebrations, holidays, and even ordinary days.
Affordable Indulgence: Despite rising food costs, consumers still view confectionery as an affordable way to treat themselves and experience a moment of pleasure. 1
Perceived Value: Consumers feel that the enjoyment and emotional benefits they get from treats are worth the relatively small cost.
Shareable Experiences: Treats are often purchased to share with family and friends, enhancing social connections and creating memorable moments.
Habit and Routine: For many, consuming small amounts of confectionery is a regular habit or part of their routine, which they are reluctant to give up.
Why it is the topic trending:
The resilience of confectionery sales in the US despite rising food costs is a trending topic because it highlights the enduring role of treats in American culture and consumer behavior. It's noteworthy that even when budgets are squeezed, consumers still prioritize spending on chocolate, candy, and gum, indicating a strong emotional and cultural connection to these products. Understanding this resilience is crucial for businesses in the food industry and beyond.
Overview:
This article from Confectionery News reports on the National Confectioners Association's (NCA) "State of Treating" report for 2025, which reveals that US confectionery sales reached $54bn in 2024 and are projected to exceed $70bn by 2029. Despite widespread concerns about rising food costs, 98% of consumers purchased confectionery in 2024. The report emphasizes that Americans still enthusiastically buy treats for celebrations, holidays, and even everyday moments, highlighting the strong link between confectionery and emotional well-being. While consumers are cost-conscious and seek value, they continue to make budgetary room for these affordable indulgences.
Detailed findings:
Strong Sales Despite Cost Concerns: US confectionery sales reached $54bn in 2024, with 98% of consumers making purchases despite rising food costs.
Projected Growth: The NCA anticipates sales will surpass $70bn by 2029.
Cost-Consciousness Dominant: Price was a top three purchasing factor for 71% of consumers in 2024.
Confectionery Seen as Affordable Treat: 56% of shoppers agree that chocolate and candy may be more expensive, but they are still affordable treats.
Value-Seeking Behaviors: Consumers employed money-saving measures like using buy-one-get-one-free promotions (59%) and making changes to their purchases (45%).
Budgetary Room for Indulgence: Consumers prioritize sweet treats for shareable and memorable experiences.
Increased Spending and Trips: The annual amount spent per consumer on confectionery rose by 4% to $276, and the average buyer made 35.6 trips to confectionery outlets, an increase of 1.5%.
Emotional Connection: Americans turn to chocolate and candy to elevate celebrations, holidays, and ordinary days, highlighting a strong link to emotional well-being.
Chocolate Leads, Non-Chocolate Growing: Chocolate remains the top choice ($28.1bn in sales), but non-chocolate candy is rising in popularity ($21.7bn).
Seasonal Occasions Drive Sales: Valentine's Day, Easter, Halloween, and winter holidays account for almost two-thirds of confectionery sales.
Treats for Occasions: Consumers buying seasonal treats often seek products that reflect the holiday's themes.
Occasional Indulgence Accepted: 85% of consumers agree it's fine to enjoy chocolate or candy occasionally, with average consumption being two to three times per week at around 40 calories and one teaspoon of added sugar daily.
Key takeaway:
Despite economic pressures and rising food costs, US consumers continue to prioritize confectionery purchases due to the strong emotional connection and the perception of these treats as affordable indulgences that enhance celebrations, holidays, and everyday life. This highlights the resilience of the confectionery market and the enduring role of treats in American culture.
Main trend:
The "Resilient Treat Ritual" Trend.
Description of the trend (The "Resilient Treat Ritual" Trend):
This trend describes the consistent and prioritized purchase of confectionery by US consumers, even amidst financial pressures and rising food costs. It highlights the ingrained ritualistic consumption of treats for various occasions and as a means of emotional comfort and enjoyment in everyday life. This resilience underscores the deep-seated cultural significance of chocolate, candy, and gum, positioning them as affordable indulgences that consumers are willing to make budgetary room for, demonstrating a strong and enduring connection.
What is consumer motivation:
Emotional Comfort and Well-being: Consumers are motivated by the emotional comfort and sense of well-being that confectionery provides, using it as a way to elevate mood and cope with stress.
Affordable Indulgence: Despite rising costs, confectionery is still perceived as an affordable way to treat oneself and experience a moment of pleasure.
Celebration and Tradition: Treats play a significant role in celebrations, holidays, and social gatherings, driven by tradition and the desire to enhance these moments.
Shareable Experiences: Confectionery is often purchased for sharing with family and friends, fostering connection and creating memorable experiences.
Habit and Routine: For many, consuming small amounts of confectionery is a regular habit or part of their routine.
What is driving trend:
Cultural Significance of Treats: Confectionery has a long-standing cultural presence in the US, deeply ingrained in celebrations, holidays, and everyday life.
Perceived Value and Enjoyment: Consumers feel that the enjoyment and emotional benefits derived from treats outweigh their relatively low cost.
Availability and Accessibility: Confectionery products are widely available and easily accessible across various retail outlets.
Marketing and Promotion: The confectionery industry effectively markets its products, often associating them with positive emotions and occasions.
Variety and Innovation: The wide variety of confectionery options and ongoing product innovation keep consumer interest high.
What is motivation beyond the trend:
Beyond the immediate drivers, consumers are motivated by:
Nostalgia: Many confectionery products evoke feelings of nostalgia and positive childhood memories.
Small Moments of Joy: Treats offer a quick and easy way to experience small moments of joy and satisfaction throughout the day.
Social Norms: Offering or sharing treats is often a social norm in various settings.
Sensory Pleasure: The taste, texture, and aroma of confectionery provide sensory pleasure and satisfaction.
Description of consumers article is referring to:
The article refers to a broad range of US shoppers across various demographics. Key characteristics include:
Cost-Conscious: Consumers are aware of rising food costs and prioritize value.
Value Seekers: They actively look for deals and promotions like "buy-one-get-one-free."
Indulgence Prioritizers: Despite cost concerns, they make budgetary room for confectionery as an affordable indulgence.
Emotionally Connected to Treats: They associate chocolate, candy, and gum with positive emotions, celebrations, and everyday enjoyment.
Regular Confectionery Purchasers: 98% reported purchasing confectionery in 2024, indicating widespread consumption.
Occasion-Driven Buyers: Seasonal holidays play a significant role in their confectionery purchasing habits.
Conclusions:
US consumers exhibit a strong and resilient demand for confectionery, prioritizing these treats even when faced with rising food costs. This highlights the enduring emotional and cultural significance of chocolate, candy, and gum in American society, where they are viewed as affordable indulgences that enhance well-being and special occasions.
Implications for brands:
Emphasize Affordability and Value: Highlight the affordability of confectionery as a treat option.
Focus on Emotional Connection: Market confectionery by associating it with positive emotions, celebrations, and everyday enjoyment.
Leverage Seasonal Occasions: Capitalize on the strong link between confectionery and holidays with themed products and promotions.
Offer Promotions and Value Deals: Continue to provide value-driven promotions like "buy-one-get-one-free" to attract cost-conscious consumers.
Highlight Shareability and Experience: Promote confectionery as a way to create shareable and memorable experiences.
Maintain Variety and Innovation: Continue to offer a wide range of products and introduce new options to keep consumer interest.
Implication for society:
Enduring Role of Treats in Culture: Confectionery continues to hold a significant place in American culture and social practices.
Potential for Comfort During Economic Uncertainty: Affordable treats may provide a sense of comfort and normalcy during times of financial stress.
Importance of Small Indulgences: The prioritization of treats suggests the importance of small, affordable indulgences for overall well-being.
Implications for consumers:
Continued Enjoyment of Affordable Treats: Consumers can continue to enjoy their favorite treats without significantly impacting their budgets.
Opportunity for Emotional Comfort and Celebration: Confectionery will remain a readily available source of emotional comfort and a key component of celebrations.
Potential for Mindful Consumption: While enjoying treats, consumers may also be mindful of occasional indulgence and overall dietary balance.
Implication for Future:
Continued Market Resilience: The confectionery market is likely to remain resilient even in the face of economic fluctuations.
Potential for Growth in Non-Chocolate Candy: The rising popularity of non-chocolate candy suggests a potential area for future growth and innovation.
Sustained Importance of Seasonal Sales: Seasonal occasions will likely continue to be major drivers of confectionery sales.
Consumer Trend:
Name: The Comforting Confection Crave
Detailed description: This trend describes the enduring consumer desire for confectionery as a source of comfort, emotional well-being, and small moments of joy, particularly in the face of economic uncertainties and everyday stresses. Consumers actively seek out these treats as an affordable way to indulge and elevate their mood, making them a resilient part of their spending habits.
Consumer Sub Trend:
Name: Strategic Indulgence Budgeting
Detailed description: Within the Comforting Confection Crave trend, Strategic Indulgence Budgeting highlights how consumers consciously allocate a portion of their budget to accommodate their desire for sweet treats. They may employ value-seeking behaviors and make trade-offs in other areas to ensure they can still enjoy these affordable indulgences, demonstrating a deliberate prioritization of confectionery.
Big Social Trend:
Name: The Pursuit of Affordable Joy
Detailed description: The broader social trend of The Pursuit of Affordable Joy drives the Resilient Treat Ritual. In a world where many expenses are rising, consumers are actively seeking out affordable sources of happiness and small pleasures. Confectionery fits this need perfectly, offering a relatively inexpensive way to experience enjoyment and lift spirits.
Worldwide Social Trend:
Name: Universal Appeal of Sweet Treats
Detailed description: While the article focuses on the US market, the Universal Appeal of Sweet Treats is a worldwide social trend. Across cultures, confectionery holds a special place as a source of pleasure, celebration, and comfort, suggesting that the underlying motivations observed in the US may resonate globally to varying degrees.
Social Drive:
Name: Emotional Well-being Through Treats
Detailed description: This social drive captures the fundamental reason why consumers prioritize confectionery: Emotional Well-being Through Treats. Chocolate, candy, and gum are often associated with positive emotions, and consumers turn to them as a way to manage stress, celebrate successes, or simply enjoy a moment of personal pleasure, highlighting the strong psychological connection to these products.
Learnings for brands to use in 2025:
Reinforce Emotional Benefits: Emphasize the role of confectionery in enhancing mood and providing comfort.
Promote Affordability and Value: Highlight that treats are an accessible way to indulge.
Connect with Occasions: Continue to associate confectionery with celebrations and holidays.
Offer Variety and New Experiences: Keep the category exciting with new flavors and product innovations.
Understand Consumer Budgeting Habits: Recognize that consumers are making conscious decisions about their treat purchases.
Strategy Recommendations for brands to follow in 2025:
Develop Marketing Campaigns Focused on Emotional Connection: Tell stories that resonate with consumers' feelings and experiences related to treats.
Offer a Range of Price Points and Sizes: Cater to different budgets and consumption occasions.
Create Bundles and Value Packs: Provide cost-effective options for families and those looking to share.
Innovate with Flavors and Formats for Seasonal Occasions: Keep seasonal offerings fresh and appealing.
Utilize Digital Platforms to Connect with Consumers' Emotional Needs: Engage with consumers online through content that highlights the joy and comfort of treats.
Final sentence (key concept) describing main trend from article:
Despite rising food costs, US shoppers maintain a "Resilient Treat Ritual," prioritizing confectionery as an affordable source of emotional comfort and a key component of celebrations and everyday enjoyment.
What brands & companies should do in 2025 to benefit from trend and how to do it:
To benefit from the "Resilient Treat Ritual" trend in 2025, brands and companies in the confectionery industry should focus on reinforcing the emotional connection consumers have with their products while emphasizing affordability and value. This can be achieved through marketing campaigns that highlight the role of treats in enhancing well-being and celebrating life's moments, offering a range of price points and promotions to appeal to cost-conscious consumers, and continuing to innovate with flavors and formats, particularly around key seasonal occasions. By understanding and catering to the enduring need for affordable joy and emotional comfort that confectionery provides, brands can sustain and grow their market share.
Final Note:
Core Trend:
Name: The Resilient Treat Ritual
Detailed description: US consumers consistently prioritize confectionery purchases for emotional comfort and celebrations, even amidst rising food costs.
Core Strategy:
Name: Emotional Value Proposition
Detailed description: Brands should focus on marketing the emotional benefits and affordability of their confectionery products.
Core Industry Trend:
Name: Enduring Demand for Affordable Indulgence
Detailed description: The confectionery industry continues to thrive as it meets the consumer need for affordable and accessible moments of indulgence.
Core Consumer Motivation:
Name: Comfort and Celebration Through Treats
Detailed description: Consumers are primarily motivated by the emotional comfort and the role confectionery plays in celebrations and everyday enjoyment.
Final Conclusion:
The "State of Treating" report for 2025 underscores the enduring power of confectionery in the lives of US consumers. By understanding the deep-seated emotional connections and the perception of treats as affordable indulgences, brands can effectively tailor their strategies to maintain and grow within this resilient market. The key lies in recognizing that confectionery is more than just a food product; it's a source of comfort, celebration, and a small but significant part of the American cultural landscape.
Core Trend Detailed Summary:
The core trend of The Resilient Treat Ritual in the US confectionery market highlights the remarkable consistency with which consumers prioritize the purchase of chocolate, candy, and gum, even when faced with broader economic pressures and rising food costs. This behavior underscores the deeply ingrained role of these treats in American culture, where they serve not just as sources of simple pleasure but also as integral components of celebrations, holidays, and everyday emotional well-being. Despite increased cost-consciousness, consumers view confectionery as an affordable indulgence, a small luxury that provides comfort and enhances their quality of life without significantly straining their budgets. This resilience is driven by a powerful combination of emotional connection, cultural tradition, and the perceived value and enjoyment derived from these products. Consumers actively make budgetary room for these treats, often employing strategic shopping behaviors to maximize value. The "Resilient Treat Ritual" signifies that confectionery holds a unique and enduring position in the American consumer landscape, acting as a consistent source of comfort, joy, and a way to elevate both special occasions and ordinary moments.
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