Chocolate Continues to Dominate Candy Sales

The National Confectioners Association predicts that trend will stay the same for the next five years.

March 05, 2014

MIAMI – Chocolate candy sales in the United States should stay ahead of non-chocolate candy sales until at least 2019, according to the National Confectioners Association (NCA), the Wall Street Journal reports.

Last year, sales of chocolate candy jumped 3.6% over 2012 and reached $20.6 billion, according to NCA data. In contrast, sales of non-chocolate candy rose 2.7% in 2013 and reached $10.3 billion. The association predicted that between now and 2019, chocolate candy sales will advance 19% and add another $4 billion, while non-chocolate candy sales will increase 13% and generate an additional $1.3 billion.

Part of the growth is from consumers perception that chocolate is healthier than traditional sugared candies, said Larry Wilson, vice president of customer relations for the NCA. “People are now saying I eat chocolate” because of the its health claims, he said.

Within chocolate, dark chocolate candy sales have surpassed milk chocolate candy sales in growth terms over the last 12 months, although milk chocolate still holds the biggest slice of the market. Dark chocolate candy sales in the United States soared 9% ($102 million) in 2013 from 2012. White milk chocolate candy sales went up 6% ($409 million), according to IRI research.

Americans equate cocoa content with cardiovascular health, said Wilson, and that trend will continue to push dark chocolate consumption for the next five years. Brown & Haley, which makes Roca butter-crunch candy bars, agrees.

“I would expect [our dark chocolate version] to be 10% of Roca sales in five years,” said Pierson Clair, president and CEO. “If (consumers) loved classic almond Roca and they want to be a little more in tune with health and wellness, (I don't see why they wouldn't) automatically switch over to dark chocolate almond Roca.”

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