Numerator’s supermarket news data show U.S. candy sales rose nearly $1.8 billion over the past year even as unit sales fell by more than 770 million. Households bought 116 candy units on average, down by more than seven units, as candy companies head toward Halloween with price a larger part of the category.
Since 2019, candy category sales have grown 65% while units have grown 4%. Average spend per candy unit has risen 59% in that span, which helps explain how dollar sales can climb while shoppers carry home fewer pieces.
GLP-1 households cut candy
GLP-1 households bought 5.4 fewer candy units per household over the six months ending Aug. 31. That was a steeper drop than the national decline of 4.5 units, giving candy makers a sharper sign that some shoppers are pulling back faster than the overall market.
Sugary candy units have grown 16% since 2019, while chocolate consumption has remained flat. Gummies have generated most of the sugary candy growth, and alternative candy formats such as sugar-free, low-carb and freeze-dried candy have gained ground.
Smarties and Albanese gains
Smarties, Albanese, BUBS Swedish Candy and Hot Tamales are among the brands benefiting from the growth in sugary candy. Millennial households increased their non-chocolate candy units by 20% since 2019 and kept chocolate consumption stable, while chocolate declines are coming from other generations.
For shoppers, the practical shift is simple: candy is costing more per unit, so the same basket now buys less. For manufacturers and retailers, the pressure is on pricing and product mix as Halloween approaches, because that is where this year’s sales growth is most likely to be won or lost.
