US confectionery sales this Easter season projected to be US$2.26B, up 4% from 2013 due to three extra weeks of merchandising, according to survey from National Confectioners Assn.

Nevin Barich

WASHINGTON , April 9, 2014 (press release) – Survey shows Americans’ favorite Easter basket treats are sweets; 2014 U.S. candy sales expected to reach $2.26B

The Easter bunny is on his way, and he’s got a sweet tooth. Nearly 83 percent of parents plan to include candy and chocolate in their Easter baskets this year, according to a nationwide survey by the National Confectioners Association (NCA). Additional popular items in the basket include non-edibles, such as crayons, stuffed animals and books (73 percent).

Total U.S. confectionery sales this Easter season are projected to be $2.26 billion – up four percent from 2013 – due to three extra weeks of merchandising. About 81 percent of survey respondents said they will share or gift candy during America’s favorite springtime holiday.

“The survey indicates that kids and adults alike continue to celebrate the Easter holiday by enjoying one of life’s great treats: candy. And with 87 percent of parents planning to buy or create Easter baskets for their children, the long-standing tradition lives on,” said NCA Executive Vice President Alison Bodor.

“Candy has a special place in American culture,” continued Bodor. “It’s what many people enjoy at holidays and other celebrations. And studies show that consumers know how to ‘treat right.’ Research suggests that candy comprises only 2.2 percent of the average diet.”1

Holiday Purchasing Trends

NCA’s survey determined new insights about Americans’ buying preferences and habits:

The power of the in-store experience during holidays. More than half of adult consumers (51 percent) are influenced by holiday displays to purchase seasonal candy.

Playing the name game. Brand names influence 71 percent of Americans’ candy purchases.

Keeping it classy. Seventy-two percent of those surveyed say they are influenced by the classics or popular choices when buying seasonal candy.

Spring brings kindness. Seventy-eight percent of Americans often buy Easter candy to share with friends, family or colleagues.

Easter Traditions

The tradition of the Easter bunny began with the Easter Hare in Germany, who would leave brightly colored eggs for children on Easter morning. In the 18th century, the tradition of the Easter Hare came to the United States and eventually evolved into the Easter bunny we know today. Now, chocolate bunnies are the most popular items in Easter baskets, and are paired with other favorites, like jelly beans and marshmallow treats. How eggs-cellent!

Survey results related to the Easter bunny include:

Solid choice. About 66 percent of Americans prefer solid chocolate bunnies over hollow ones.

All ears. What’s that you said? Eighty-nine percent of respondents believe the proper way to eat a chocolate Easter bunny is ears first. Roughly six percent go for the feet, and five percent begin with the tail.

The age-old question. Which came first – Easter bunny or the Easter egg? A slight majority of survey respondents (52 percent) say the Easter bunny came before the Easter egg. Talk about splitting hares!

Jelly beans remain a seasonal classic – more than 16 billion of them are made for Easter each year in the United States. Cherry is the most popular jelly bean flavor among survey respondents (24 percent). Strawberry is another top favorite (19 percent), while licorice, lemon and grape collectively are enjoyed most by 35 percent of Americans. Surprisingly, about 22 percent of those surveyed prefer an “other” flavor. Perhaps the Easter bunny voted for carrot!

Visit www.CandyUSA.com/Easter for more sweet information on candy, Easter and celebration ideas.

You may also keep up with NCA on Twitter (@CandyUSA) and Facebook (www.facebook.com/NationalConfectionersAssociation).

About the National Confectioners Association (NCA): The National Confectioners Association fosters industry growth by advancing the interests of the confectionery industry and its customers. Serving as the voice of the industry, the Association advocates for the needs of the industry before government bodies, helps the industry understand and implement food safety and other regulations, provides information to help members strengthen their business in today’s competitive environment and creates relationships between all sectors of the industry including manufacturers, brokers, trade customers, suppliers to the industry and our consumers.

1. Dietary Guidelines Advisory Committee. Report of the DGAC on the Dietary Guidelines for Americans, 2010. Part D. Section 1: Energy Balance and Weight Management: Table D1.1. Mean intake of energy and mean contribution (kcal) of various foods among US population, by age, NHANES 2005–2006.

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