the Sweetest
Candy Insights

The Numerator Candy Tracker followed weekly consumer buying behavior in the category starting in July 2021 through Valentine’s Day 2022 alongside candy-related advertising & promotional activity through late 2021. Insights for purchase and promotions activities were broken out by seasonal vs. non-seasonal candy, to give an in-depth look at both holiday-related and everyday candy trends.

This tracker has ended.

Candy Sales & Shopping

The candy craze captured more consumers than ever as they progressed through the costumes of Halloween season to the romance of Valentine’s Day. Seasonal candy sales remained up over 20% from the previous year and over 30% higher than two years ago. While this growth can be primarily attributed to a continually growing buy rate in the category, household penetration also remained up compared to years past. 

Everyday candy proved that a sweet tooth is not only limited to holidays. Sales of non-seasonal candy – which make up the bulk of overall candy sales throughout the year– also remained elevated versus YA and 2YA for the last 6 months. This was driven by higher buy rates per household and a small increase in overall household penetration.


2021 Candy Promotional Trends

Seasonal candy promotions felt a sugar rush to close out 2021. Total promoted products within the seasonal candy category were up roughly 20% late last year versus both 2020 and 2019. These increases were seen most significantly early in the season, with promoted products up over 200% in July versus year-ago. Promotions for everyday candy remained up as well, even more significantly than seasonal candy.


2021 Candy Advertising Trends

Advertising looked a little less sweet to close out 2021, with overall ad spend & occurrences down in the candy category. While candy related ad occurrences remained moderately down, candy ad spend was down even more significantly.


Looking for custom holiday insights for your brand or category?

Reach out to our team to learn more about how your business is performing this holiday season. Who are your buyers, where are they shopping, and how are your competitors advertising & promoting their products? Numerator is here to bring you the fastest, most comprehensive insights to satisfy your sweet tooth this holiday season. 

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