Seasonal Chocolate and Candy: A National Consumer Survey
In August, 2013, the National Confectioners Association conducted a national survey of 1,335
adults, to gauge their preferences and thought processes in making decisions to purchase
seasonal candy for holidays like Valentine’s Day, Easter and Halloween. Here is what we
learned, including information obtained about seasonal candy purchased in grocery stores:
How much do these factors influence your decision on the type or kind of seasonal candy you
buy?
My own preference
Price
Preferences of family/ friends
69% said “very much” of an influence
38.8% said “very much” of an influence
32.6% said “very much” of an influence
Other responses:
Sales promotions
What’s on display in-store
In-store sampling
Nutrition/ healthfulness
65.8% said “very much or somewhat” of an influence
53.4% said “very much or somewhat” of an influence
35.8% said “very much or somewhat” of an influence
31.6% said “very much or somewhat” of an influence
Would you purchase store-brand when buying seasonal candy or chocolate?
Yes
Maybe
No
35.6%
48.9%
15.5%
How much influence do your children have on the seasonal candy/ chocolate you purchase?
None
Decision to purchase seasonal candy
How much is purchased
Brand purchased
Kind of product purchased
Store where products are purchased
27.8%
47.5%
48.8%
25.2%
76.4%
Some
49.9%
41.4%
39.5%
52.5%
18.7%
A Lot
22.3%
10.6%
11.5%
20.8%
4.1%
Do you buy or make Easter baskets for your kids?
Yes – 87%
No – 13%
10. Are you more likely to purchase chocolate or candy that features popular children's characters, such as Sponge
Bob or Spiderman?
Not at all
more likely
(1)
A little more
likely (2)
A lot more
likely (3)
Average
score, the
higher, the
more likely
Chocolate/candy you buy throughout the year
72.9%
22.1%
5.0%
1.32
Seasonal chocolate/candy for holidays such as
Halloween, Easter and Valentine's Day
56.7%
34.4%
8.2%
1.51
Answer Options
Special displays/ aisles for seasonal holidays featuring food and merchandise inspire me to
purchase seasonal candy even when not planned:
Completely agree
Somewhat agree
Neither agree/ disagree
Somewhat disagree
Disagree
12.4%
32.4%
29.9%
14.9%
11.7%
Special displays/ aisles for seasonal holidays make grocery shopping more fun:
Completely agree
Somewhat agree
Neither agree/disagree
Somewhat disagree
Disagree
13.0%
32.4%
29.9%
11.9%
12.6%
I often purchase other seasonal items along with seasonal candy, such as decorations or
costumes:
Completely agree
Somewhat agree
Neither agree/ disagree
Somewhat disagree
Disagree
10.4%
36.5%
20.7%
16.9%
14.7%
Compared with 5 years ago, how would you say your seasonal candy purchases have changed,
if at all?
Buying portion or bite-size candy
Buying healthier candy options
Buying seasonal candy on sale
Buying high-end seasonal candy
20.2% say “do it more”
29.1% say “do it more”
22.1% say “do it more”
16.2% say “do it more”