Packaged Facts: Non-Chocolate Candy Sales Reach $11 Billion

Confectioners pivot to adjust as consumers increasingly seek indulgent yet "better-for-you" snack and candy products, according to market research firm Packaged Facts.

ROCKVILLE, Md., Nov. 8, 2018 (PRNewswire) — Market research firm Packaged Facts estimates total retail dollar sales of the U.S. non-chocolate candy market will reach $11 billion in 2018, with sales increasing at a compound annual growth rate (CAGR) of 3 percent between 2013 and 2018.  Looking ahead, Packaged Facts forecasts sales will increase by a CAGR of more than 2 percent over the 2018 to 2023 period. Market sales consist of various sugary and fruity candies including licorice, gelatin-based gummies and taffy, among others.

The findings were published in the brand-new report Non-Chocolate Candy: U.S. Market Trends and Opportunities.

Like many segments of the U.S. food and beverage industry, non-chocolate candy was challenged by concerns about sugar consumption as more consumers tweaked their lifestyles to focus on improved health and nutrition. Nevertheless, for many consumers candy represents a simple comfort and marketers are finding ways to offer products that appeal to consumers of all ages and backgrounds.

"Non-chocolate candy is about indulgence and a sugar rush, and disproportionately appeals to children and younger adults. But there's also plenty of opportunity to reach older adults as well," says David Sprinkle, research director for Packaged Facts. "These consumers are increasingly looking for healthier more nutritious indulgences and better-for-you candies and snacks that still taste good. As a result we're seeing greater focus placed on the creation of healthier candies that feature nutritious ingredients or inclusions such at nuts, seeds, botanicals, and fruit."

The growing consumer demand for "clean labels" and "transparency" in packaged foods is also certainly impacting the snacking industry and candy market. These terms are subjective and vary in priority from consumer to consumer, but generally mean one or more of the following:

  • Seeking out natural/organic and minimally processed products;
  • Avoiding artificial or GMO ingredients, controversial ingredients such as high fructose corn syrup, or specific allergens such as gluten or soy;
  • Demanding information on ingredient sourcing and processing, such as whether or not made in USA; and
  • Addressing eco-consciousness and sustainability concerns.

At the same time, demand for the indulgent pleasures offered by traditional candy brands remains largely unabated. Although healthy snack brands — including non-chocolate candy products — are growing well, and often disproportionately, these products remain niche. The established powerhouse candy brands continue to deliver the lion's share of sales in the category, albeit tactically adopting and adapting clean label and transparency product attributes where feasible, notes Sprinkle.

About the Report

This new report, Non-Chocolate Candy: U.S. Market Trends and Opportunities, is the companion to Packaged Facts' October 2018 report Chocolate Candy: U.S. Market Trends and Opportunities, 12th Edition and the upcoming study on the U.S. chewing gum market.

The report analyzes the trends, challenges, opportunities, and consumer demographics influencing this important segment of the U.S. food and beverage industry. The non-chocolate candy market is examined at both the manufacturer and retail level, including:

  • Historical trends, total demand, and total shipments for non-chocolate candy in relation to other key snack food markets
  • Historical data for and industry projections to 2023 for select market segments
  • Retail channel shares
  • A breakout by brand and marketer of non-chocolate candy consumers examined based on age bracket, income bracket, gender, household structure, ethnicity, and geographical location
  • Detailed analysis of marketing and new product trends, including illustrations of recent product introductions

View additional information about Non-Chocolate Candy: U.S. Market Trends and Opportunities, including purchase options, the abstract, table of contents, and related reports at Packaged Facts' website:   

About Packaged Facts

Packaged Facts, a division of, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at our company website and are also available through

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