Easter candy sales to increase compared to 2021

Retailers with private label candy assortments can expect to see a boost in Easter sales this year.
Zachary Russell
Associate Editor
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The National Confectioners Association (NCA) has released new data on how Americans plan to celebrate Easter, with Easter candy sales expected to be 5-7% higher in 2022 compared to 2021.

First covered by Store Brands’ sister publication Progressive Grocer, the trade organization for the U.S. confectionery industry found that 91% of Americans plan to share their favorite confections with loved ones this Easter season, and more than 90% of Americans who make Easter baskets plan to include chocolate and candy in their baskets. 2021 saw candy and chocolate sales hit a record high as consumers sought indulgence during the pandemic.

“Sharing a little bit of confectionery is a time-honored tradition this time of year and an important consideration for consumers when they purchase chocolate and candy,” said John Downs, president and CEO of NCA. ““Many traditions during the Easter season give Americans a chance to celebrate spring with their family, friends and loved ones – something many of us are craving after countless special moments and holidays apart.”

NCA’s 2022 “State of Treating” report revealed that the type of candy included in Easter baskets varies, with 44% of Americans preferring chocolate eggs and bunnies, 20% preferring jellybeans, 18% preferring candy-coated eggs, and 15% preferring marshmallow candy. The report also showed that chocolate sales in 2021 rose 9%, nonchocolate sales rose more than 14%, and gum and mint sales rose more than 3%.

The report also highlighted the fact that in 2021, nine out of 10 consumers were interested in learning about a confectionery brand’s environmental commitments and social responsibility practices on the package label, the brand’s website or social media.

84% of Americans agreed that chocolate and candy are an important part of special celebrations and traditions like Easter. People in the United States enjoy chocolate and candy two to three times per week, per NCA data.