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The U.S. Market for Candy: Chocolate and Non-Chocolate

Due to its variety and ubiquity, the U.S. candy market is mature. Ever-growing consumer health and obesity concerns have kept consumption levels generally flat. Moreover, marketer competition and innovation have been dampened by a sluggish economy, by market consolidation, and by rising costs.

Paradoxically, difficult times often drive consumers to comfort foods such as candy: the University of Michigan’s American Customer Satisfaction Index for third quarter 2004 showed Hershey and Mars products garnering the greatest increases in customer satisfaction ratings over the fiscal year. Due to caloric and carb concerns, and demographics conspire any near-future market surge in candy consumption is highly unlikely.
How does competition respond? Mostly in terms of  an ongoing free-for-all whereby marketers are stretching beyond former class, retail, segment, and product boundaries to grab sales and share from competitors. Marketers are also updating marketing, tweaking offerings, and launching new products to target candy consumers of all stripes.

Packaged Facts’ new report, The U.S. Market for Candy, provides a comprehensive and unparalleled examination of the overall candy market. The report discusses where the industry is heading, and how you the business holder can best position themselves to compete and succeed in it. The report consists of two volumes, The U.S. Market for Chocolate: Chocolate Bars, Bagged/Boxed Chocolates and Gourmet/Premium Chocolates and The U.S. Market for Non-Chocolate Candy.

The U.S. Market for Chocolate: Chocolate Bars, Bagged/Boxed Chocolates and Gourmet/Premium Chocolates

Packaged Facts’ new report, The U.S. Market for Chocolate: Chocolate Bars, Bagged/Boxed Chocolates and Gourmet/Premium Chocolates, analyzes sales and growth potential for the chocolate category within the confectionery market (a companion volume covers non-chocolate candy). Included within this analysis are gourmet and low-carb/sugar-free products; surveys marketing, and new product trends. The report also dissects consumer demographics for chocolate candy overall and for leading brands. Variations in food- and health-related attitudes among chocolate candy consumers, heavy users of chocolates, users of premium brand chocolates, and non-chocolate candy consumers are also discussed.

The U.S. Market for Non-Chocolate Candy

Packaged Facts’ new report, The U.S. Market for Non-Chocolate Candy, analyzes sales and growth potential for hard and chewy non-chocolates, kids’ novelty and interactive candies, mints other than breath fresheners, fruit- and mint-flavored candies, non-chocolate nut candies, licorice and gummies, diet candies, and seasonal offerings. The report surveys marketing and new product trends and dissects consumer demographics for non-chocolate candy overall. Trends are also discussed for fruit/mint non-chocolates, caramel/nut non-chocolates, and leading brands. The report tracks, variations in food- and health-related attitudes among adult consumers of non-chocolate candy and presents comparisons with chocolate candy. Detailed brand preference data for teens (age 12-17) and children (age 6-ll) as prime consumers are also examined.

Report Methodology

The information in these reports is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the candy market and industry consultants. Secondary research entailed data-gathering from relevant trade, business, and government sources. Included within these sources were various pieces of company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2004) compiled by TNS Media Intelligence/CMR which is the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring and fall 2004. New product information is gathered via research literature, personal interviews and data compiled by ProductScan, a service of Datamonitor.

What You’ll Get in this Report
The U.S. Market for Candy: Chocolate and Non-Chocolate is a brand-new report that offers a unique perspective on the changing market for chocolate and non-chocolate candy. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Candy offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Additional, extensive data is presented in an easy-to-read with practical charts, tables, and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
Whether your company is already competing in the chocolate and non-chocolate candy market, or is considering making the leap into chocolate and candy, this report will prove invaluable. The report provides a comprehensive package of information and insight not offered in any other single source. Additionally, your company will gain a thorough understanding of the current market for candy and future projected sales and trends. A complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for chocolate and non-chocolate candy based on Simmons data are included within the report.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for chocolate and non-chocolate candy.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the candy arena.
  • Advertising agencies working with clients in the food industry understand the product buyer and develop messages and images that compel consumers to purchase their products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information necessary for effective job performance.


  • The U.S. Market for Chocolate: Chocolate Bars, Bagged Chocolates, and Gourmet Chocolate
    • Executive Summary
      • Scope and Methodology
      • The Competitive Situation
      • The Consumer
      • Spotlight on Premium Chocolates
      • Looking Ahead
    • Competitive Situation
      • Market Size and Growth
        • Table U.S. Manufacturers' Pound and Dollar Shipments of Chocolate Confectionery, 1999-2003 (in millions of pounds and dollars)
        • Table Manufacturers' Pound and Dollar Shipments of Chocolate Confectionery by Product Type, 1999-2003 (in millions of pounds and dollars)
        • Table U.S. Per Capita Consumption of Chocolate Confectionery: Pounds and Wholesale Dollar Value, 1999-2003
        • Table Per Capita Consumption of Chocolate Confectionery in Selected Countries, 2000 vs. 2002 (in pounds)
        • Table U.S. Retail Sales of Chocolate Candy, 2000-2004 (in millions of dollars)
        • Table IRI-Tracked Sales of Chocolate Candy, 2000-2004 (in millions of dollars)
        • Table IRI-Tracked Sales of Standard Assortment Chocolate Candy, 2000-2004 (in millions of dollars)
        • Table IRI-Tracked Sales of Seasonal Chocolate Candy, 2000-2004 (in millions of dollars)
        • Table IRI-Tracked Sales of Gift Box Candy, 2000-2004 (in millions of dollars)
        • Table Share of Chocolate Candy Sales Through IRI-Tracked Outlets: By Category, 2000 vs. 2004 (percent)
        • Table Share of Standard Assortment Chocolate Candy Sales Through IRI-Tracked Outlets: By Segment, 2004 (percent)
        • Table Population Projections for Selected U.S. Racial/Ethnic Populations, 2000-2020 (in thousands)
        • Table Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
        • Table Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
        • Table Projected U.S. Retail Sales of Chocolate Candy, 2004-2009 (in millions of dollars)
      • Marketer and Brand Shares
        • Table Top Marketers of Chocolate Candy by IRI-Tracked Share, 2000-2004 (percent)
        • Table Top Marketers of Chocolate Candy by IRI-Tracked Share: Standard Assortment, Seasonal, Gift Box, and Overall, 2004 (percent)
        • Table IRI-Tracked Sales of Top Chocolate Candy Mass Marketers, 2000-2004 (millions of dollars)
        • Table Increase/Decline in IRI-Tracked Sales of Top Chocolate Candy Mass Marketers, 2000-2004 (millions of dollars)
        • Table Top Brands of Chocolate Candy by IRI-Tracked Share, 2000-2004 (percent)
        • Table IRI-Tracked Sales of Top Mass-Market Chocolate Candy Brands, 2000-2004 (millions of dollars)
        • Table Top Mass-Market Chocolate Candy Brands by 4-Year Dollar Growth, 2000-2004 (millions of dollars)
      • Marketing and New Product Trends
        • Table Number of New Chocolate Candy Introductions by Package Tags, 2000-2004
        • Table Top Mass-Market Chocolate Product Lines by 52-Week Increase in IRI-Tracked Sales, 2004 (millions of dollars)
        • Table Selected Chocolate Candy New Product Introductions, 2004 - January 2005
    • The Consumer
      • Consumer Overview
        • Table Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy Brands vs. Consumers of Non-Chocolate Candy Brands, 2004 (U.S. adults)
        • Table Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy Brands vs. Heavy Users of Chocolate Candy Brands, 2004 (U.S. adults)
        • Table Indexes for Food- and Diet-Related Attitudes and Behaviors: Consumers of Chocolate Candy Brands, Consumers of Non-Chocolate Candy Brands, and Heavy Users of Chocolate Candy Brands, 2004 (U.S. adults)
      • Consumer Patterns by Marketer and Brand
        • Table Purchasing Indexes by Demographic Breakout: Chocolate Candy Overall vs. Hershey, Mars, and Nestlé as Marketers, 2004 (U.S. adults)
        • Table Purchasing Rates for Selected Chocolate Candy Brands, 2004 (U.S. adults)
        • Table Top Ten Chocolate Candy Brands by Number and Percent of Sole Users, 2004 (U.S. adults)
        • Table Heavy Usage Indexes by Chocolate Candy Brand, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Often Snack Between Meals, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Frequently Eat Sweets, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Feel Guilty When I Eat Sweets, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: Fattening Food Makes Me Feel Guilty, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Normally Count Calories in the Foods I Eat, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Usually Only Snack on Healthy Foods, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Like to Try Out New Food Products, 2004 (U.S. adults)
        • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I'm Often Swayed by Coupons to Try New Food, 2004 (U.S. adults)
      • Brand Demographics
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Gender, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Age Bracket, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Age Bracket, 2004 (U.S.
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Region, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Region, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Highest Degree of Educational Attainment, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Household Income, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Type of Residence, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Value of Residence, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Employment Status, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Number in Household, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: Households Without Children vs. Households With Children, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Number of Children in Household, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Age of Children in Household, 2004 (U.S. adults)
    • Spotlight on Premium Chocolate
      • Competitive Situation
        • Table IRI-Tracked Sales of Selected Premium Chocolate Brands, 2000-2004 (in millions of dollars)
      • New Product Trends
        • Table Premium Chocolate Candy Trends by Number of New Product Package Tags Among Selected Products, 2004
        • Table Selected Premium Dark Chocolate Candy New Product Introductions: 2004 - January 2005
        • Table Selected Premium Chocolate Candy New Product Introductions with Cocoa Content or Cocoa Bean Varietal/Origin Specified: 2004 - January 2005
        • Table Categories of Organic Food Purchases by Those Who Buy Organic, 2004 (percent)
        • Table Category Share of Consumer Sales of Organic Foods, 2004 (percent)
        • Table Average Annual Growth Forecast by Organic Food Category, 2004-2008 (percent)
        • Table Selected Organic Chocolate Candy New Product Introductions, 2004 - January 2005
        • Table Selected Premium Chocolate Candy New Product Introductions with Innovative Flavors: 2004 - January 2005
        • Table Selected Premium Single-Serve Chocolate Candy New Product Introductions: 2004 - January 2005
      • The Consumer
        • Table Indexes for Food- and Diet-Related Attitudes and Behaviors: Consumers of Chocolate Candy Brands vs. Consumers of Premium Chocolate Brands, 2004 (U.S. adults)
        • Table Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy Brands vs. Consumers of Premium Chocolate Candy Brands, 2004 (U.S. adults)
    • Looking Ahead
      • Table IRI-Tracked Sales of Hershey's Kit Kat Brand Product Lines, 2000-2004 (in millions of dollars)
      • Table IRI-Tracked Sales of Russell Stover Brand Product Lines, 2000-2004 (in millions of dollars)
      • Table Mass-Market Price Per Pound of Selected Premium Chocolate Brands, 2004 (in dollars)
      • Table Indexes by Chocolate Candy Brand for Agreement with Statement: I Try to Eat Gourmet Food Whenever I Can, 2004 (U.S. adults)
    • Addresses of Selected Marketers
  • The U.S. Market for Non-Chocolate Candy
    • Executive Summary
      • Scope and Methodology
      • The Competitive Situation
      • The Consumer
      • Spotlight on Children as Consumers
      • Looking Ahead
    • Competitive Situation
      • Market Size and Growth
        • Table U.S. Manufacturers' Pound and Dollar Shipments of Non-Chocolate Confectionery, 1999-2003 (in millions of pounds and dollars)
        • Table U.S. Manufacturers' Pound and Dollar Shipments of Non-Chocolate Confectionery by Product Type, 1999-2003 (in millions of pounds and dollars)
        • Table U.S. Per Capita Consumption of Non-Chocolate Confectionery: Pounds and Wholesale Dollar Value, 1999-2003
        • Table U.S. Retail Sales of Non-Chocolate Candy, 2000-2004 (in millions of dollars)
        • Table IRI-Tracked Sales of Non-Chocolate Candy, 2000-2004 (in millions of dollars)
        • Table IRI-Tracked Sales of Non-Chocolate Candy: Standard Assortment vs. Seasonal, 2000-2004 (in millions of dollars)
        • Table Share of Non-Chocolate Candy Sales Through IRI-Tracked Outlets: By Segment, 2000 vs. 2004 (percent)
        • Table Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
        • Table Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
        • Table Population Projections for Selected U.S. Racial/Ethnic Populations, 2000-2020 (in thousands)
        • Table Projected U.S. Retail Sales of Non-Chocolate Candy, 2004-2009 (in millions of dollars)
      • Marketer and Brand Shares
        • Table Top Marketers of Non-Chocolate Candy by IRI-Tracked Share, 2000-2004 (percent)
        • Table Top Marketers of Non-Chocolate Candy by IRI-Tracked Share: Standard Assortment, Seasonal, and Overall, 2004 (percent)
        • Table IRI-Tracked Sales of Top Non-Chocolate Candy Mass Marketers, 2000-2004 (in millions of dollars)
        • Table Increase/Decline in IRI-Tracked Sales of Top Non-Chocolate Candy Mass Marketers, 2000-2004 (in millions of dollars)
        • Table Top Brands of Non-Chocolate Candy by IRI-Tracked Share, 2000-2004 (percent)
        • Table IRI-Tracked Sales of Top Mass-Market Non-Chocolate Candy Brands, 2000-2004 (in millions of dollars)
        • Table Top Mass-Market Non-Chocolate Candy Brands by 4-Year Dollar Growth, 2000-2004 (in millions of dollars)
      • Marketing and New Product Trends
        • Table Number of New Non-Chocolate Candy Introductions by Package Tags, 2000-2004
        • Table Non-Chocolate Candy Flavor Trends by Number of New Product Introduction Package Tags, 2004
        • Table Top Mass-Market Non-Chocolate Product Lines by 52-Week Increase in IRI-Tracked Sales, 2004 (millions of dollars)
        • Table Selected Non-Chocolate Candy New Product Introductions, 2004
    • The Consumer
      • Consumer Overview
        • Table Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy vs. Consumers of Non-Chocolate Brands, 2004 (U.S. adults)
        • Table Purchasing Indexes by Demographic Breakout: Consumers of Non-Chocolate Candy vs. Heavy Consumers of Non-Chocolate Candy, 2004 (U.S. adults)
        • Table Purchasing Indexes by Demographic Breakout: Consumers of Fruity/Mint Non-Chocolate Candy vs. Consumers of Caramel/Nut Non-Chocolate Candy, 2004 (U.S. adults)
        • Table Indexes for Food- and Diet-Related Attitudes and Behaviors: Consumers of Chocolate Candy vs. Consumers of Non-Chocolate Candy, 2004 (U.S. adults)
      • Brand Demographics
        • Table Preference Rates for Selected Non-Chocolate Candy Brands, 2004 (% of U.S. adults)
        • Table Percentage of Users Who Are Heavy Users by Non-Chocolate Candy Brand, 2004 (% of U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Gender, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: Households With Children vs. Households Without Children, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: By Age of Children in Household, 2004 (U.S. adults)
        • Table Purchasing Indexes for Selected Chocolate Candy Brands: Households With Income Under $50,000 vs. Households With Income of $50,000 or More, 2004 (U.S. adults)
    • Spotlight on Children as Consumers
      • Table Teen Usage Rates by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (% of U.S. children age 12-17)
      • Table Teen Usage Rates by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (% of U.S. children age 12-17)
      • Table Teen Usage Indexes by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (U.S. children age 12-17)
      • Table Teen Usage Indexes by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (U.S. children age 12-17)
      • Table Teen Market Composition by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (% of U.S. children age 12-17)
      • Table Teen Market Composition by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (% of U.S. children age 12-17)
      • Table Teen Market Population by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (U.S. children age 12-17 in thousands)
      • Table Teen Market Population by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (U.S. children age 12-17 in thousands)
      • Table Teen Usage Rates for Selected Non-Chocolate Candy Brands, 2004 (% of U.S. children age 12-17)
      • Table Teen Usage Indexes for Selected Non-Chocolate Candy Brands: By Gender, 2004 (U.S. children age 12-17)
      • Table Teen Usage Indexes for Selected Non-Chocolate Candy Brands: By Age Bracket, 2004 (U.S. children age 12-17)
      • Table Teen Usage Indexes for Selected Non-Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. children age 12-17)
      • Table Kids' Usage Rates by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (% of U.S. children age 6-11)
      • Table Kids' Usage Rates by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (% of U.S. children age 6-11)
      • Table Kids' Usage Indexes by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (U.S. children age 6-11)
      • Table Kids' Usage Indexes by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (U.S. children age 6-11)
      • Table Kids' Market Composition by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (% of U.S. children age 6-11)
      • Table Kids' Market Composition by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (% of U.S. children age 6-11)
      • Table Kids' Market Population by Demographic Breakout: Non-Chocolate Candy vs. Chocolate Candy, 2004 (U.S. children age 6-11 in thousands)
      • Table Kids' Market Population by Demographic Breakout: Fruity/Mint vs. Caramel/Nut Non-Chocolate Candy, 2004 (U.S. children age 6-11 in thousands)
      • Table Kids' Preference Rates for Selected Non-Chocolate Candy Brands, 2004 (% of U.S. children age 6-11)
      • Table Kids' Preference Indexes for Selected Chocolate Candy Brands: By Gender, 2004 (U.S. children age 6-11)
      • Table Kids' Preference Indexes for Selected Chocolate Candy Brands: By Age Bracket, 2004 (U.S. children age 6-11)
      • Table Kids' Preference Indexes for Selected Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. children age 6-11)
    • Looking Ahead
      • Table Marketers of Diet Candy by IRI-Tracked Sales, 2000-2004 (in millions of dollars)
    • Addresses of Selected Marketers

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