NCA survey finds 91 per cent of US consumers plan to give Valentine’s confectionery gifts
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Latest research from the National Confectioners Association has revealed that the art of sweet romance is far from lacking in the US, with a fresh study finding 91 per cent of Americans intend to mark Valentine’s Day with chocolate and candy, writes Neill Barston.
As Confectionery Production has previously reported, the US market remains in a commendably strong position in spite of background supply chain, ingredient and pricing challenges.
This was underlined at the last State of the Industry Conference, which returns to Miami next month, which revealed that between 2023 and 2024, the US confectionery market stood at $48 billion, up $6 billion over the previous year. With a number of manufacturers producing their own dedicated ranges marking Valentine’s, it remains one of the most notable gifting occasions of the year.
According to the research, some 92 percent of people surveyed stated that they would love to receive chocolate or candy for the holiday – more than any other classic gift – treats are essential in sharing the sweetness of the season with friends, family, and loved ones.
John Downs, president and CEO of the National Confectioners Association, noted the significance of Valentine’s. He commented: “There is no pair more perfect than Valentine’s Day and candy. Year after year, people across the country turn to chocolate and candy to show their affection for others, creating lasting memories and spreading joy through simple, heartfelt gestures.”
Other findings from the study include that nearly half of Americans say they will buy a box of chocolates just for themselves, while seventy-five percent of people say a heart-shaped box of chocolates is the most classic Valentine’s Day treat.
When selecting their piece, 43 percent consult the guide, 24 percent bite into a corner, and 23 percent randomly select one. No matter how they choose to go in, caramel, chocolate-covered nuts, and a chocolate centre are the most hoped-for fillings.
The study revealed that If you’re looking to make someone feel loved, the gift of chocolate is a fail-safe option for Valentine’s Day. Boxes of chocolate, bouquets of chocolate roses, and handmade chocolate truffles rank as the sweetest treats to receive.
