Sweet spot or sticky situation: Americans love treats but want to cut down on sugar and costs

According to IFIC’s Spotlight Survey, “Americans’ Perceptions of Sweetness in Their Diets,”¹ six in 10 respondents (58%) said they preferred sweet-tasting food, while 49% preferred savory/umami, 45% enjoyed salty more, 24% voted for sour, and 21% cited bitter as a preference.

Although many reported a preference for sweetness, 78% of respondents also felt that it would be beneficial to decrease the “overall sweetness of their diet,” due to concerns about health, namely dental health, managing body weight, blood sugar/diabetes management, and the overall desire to eat more healthily.¹ Despite health concerns, six-in-10 (59%) survey participants still felt that there is a place for sweet-tasting foods and drinks in a healthy diet. Around one-in-three reported that sugar-sweetened beverages (36%), 100% juice (32%), and/or coffee and tea beverages (32%), made up most of the sweetness in their diet.¹ The survey results therefore highlighted the need to bridge the gap by creating “less-sweet options that still satisfy and empower health professionals to offer personalized guidance on enjoying sweetness within a healthy diet.”¹ Additionally, the survey suggested that, “The true sweet spot lies in harmonizing the pleasures of eating with the pursuit of lasting health.”

According to the National Confectionary Association's (NCA) 2025 State of Treating report, there were $54.2 billion in total sales for confectionery items.² Of those sales, the majority of the spending came from chocolate which made up $28.1 billion in sales (51.9%), while $21.7 billion was acquired from non-chocolate candy (40%), and $4.4 billion (8.1%) came from gum. Although price increases helped raise year-over-year amounts, unit and volume sales witnessed a decrease. In 2024, the report found that 98% of households had purchased a type of confectionery item at least once, but 30% of Americans mentioned that changes in the marketplace caused them to purchase treats less frequently. Eighty percent of American consumers expressed that price became the main reason in purchase decisions. In previous years, mood has been the primary factor in purchasing decisions. Additionally in 2024, sales promotions became an enticing way to bring in consumers, as well as BOGOs (buy one get one free) and mix-and-match discounts.²

The State of Treating 2025 report did find that an increasing amount of consumers were seeking out healthier confectionery alternatives, with 62% of consumers stating that “better-for-you (BFY) confectionery exists, with popular examples being dark chocolate, organic items, and products with reduced sugar or no artificial ingredients.” Despite this reporting, only 10% of the population had repeatedly purchased a BFY type of confectionery treat.

Both reports made connections that consumers are beginning to become more “health-conscious” and make lifestyle decisions around that concept.^1,2 Confectionery brands may utilize this trend to develop new products for consumers that focus on “holistic well-being and self care, and offer portion size variety, easy-to-find and understand information, and tips for treating.”² Aside from health concerns, pricing became another big motivator for consumers. Halloween and winter holidays were the biggest sales for confectionery items in 2024.² Despite high prices, consumers continued to partake in confectionery purchases. One-third reported that they made some changes in their purchasing decisions, one of them being the method of utilizing sales promotions or buying for less people.² Ultmately, providing innvative products that offer healthier alternatives and appeal to price-conscious consumers may be a beneficial strategy.^1,2

References

1. IFIC spotlight survey: Americans’ perceptions of sweetness in their diets https://ific.org/research/ific-spotlight-survey-americans-perceptions-of-sweetness-in-their-diets/ (accessed Nov 12, 2025).
2. National Confectionary Association. State of Treating 2025. https://candyusa.com/state-of-treating-2025/ (accessed Nov 12, 2025).