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Candy is King

John Bradley "JJ" Jackson

29 Jan 2012 • 2 min read

The global candy market is a fascinating world, with large candy corporations often competing with regional candy favorites. Because of its low-cost and “comfort food” status, candy sales remain a powerful industry in an otherwise shaky economic climate.

Candy is popular worldwide. According to a new Global Industry Analysis, the top four markets for candy are North America, Western Europe, Asia Pacific, and Eastern Europe. Corporations like Mars, Inc, Nestle, and Cadbury currently rule the industry, though they do face competition from regional companies with local favorites. Emerging markets like Eastern Europe provide huge opportunities for horizontal expansion in the candy industry.

Americans eat about 2.8 billion pounds of chocolate per year, which works out to roughly 10-12 pounds per person annually. The Food Institute. The U.S. chocolate market is now worth around $23.2 billion per year. The Food Institute. By contrast, in terms of per-capita consumption, Switzerland is still the world leader, with about 19.4 pounds of chocolate per person per year. Food Republic+2Yahoo+2. Austria, Germany, and the United Kingdom also rank high, typically in the 17-18 pounds per person range.

What candy is the most popular? That depends on who you ask — geography, age, survey methodology, season, and availability all matter. But here are some updated trends:

In the United States, M&M’s remains one of the most popular candy brands, often topping brand-favorability surveys. Statista
Reese’s Peanut Butter Cups are also among the top-sellers in the U.S., and in many lists they trade places with M&M’s depending on the metric. Fashioncoached+2BusinessYield+2
In the United Kingdom, Cadbury Dairy Milk continues to be one of the most beloved and best-selling chocolate bars. Osum+2Sweet Softies+2
In China, while there’s no single brand universally acknowledged as “#1 candy” across all types, milk candy (a soft, chewy type of non-chocolate sweet) reportedly tops many sales charts for overall candy types. candyclub.com+2

It is interesting to note that less than two percent of the fat and ten percent of the sugar in the American diet is supplied by candy. The main sources of sugar in the U.S. diet are sweetened beverages, baked goods and frozen desserts. Also, some candies, such as lollipops, candy canes and Gummy bears, do not contain fat or cholesterol, making them a healthier treat than many people realize. Gum drops, licorice twists and sour balls are also free of fat and cholesterol. What's more, many of these candies are low in calories. A cup of candy corn, for example, has fewer calories than a cup of raisins.

Candy sales also increased during the Great Depression during the 1930s. Snickers and M&Ms were both introduced during that time. Candy was affordable at a time when people did not have a great deal of extra income. Today the brands are iconic. About 65% of American candies have been around for more than 50 years.

It is similar today. According to the Census Bureau, Americans consume around 25 pounds of candy per capita each year. The candy industry, like healthcare and cosmetics, is relatively recession-proof. Candy is an inexpensive route for self-indulgence, or a way to summon childhood nostalgia.