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GLP-1 consumers continue to savor chocolate, candy: NCA

Shoppers look for premium products, portion-controlled formats, and BFY innovations.

woman eating small piece of candy generic — Courtesy of Pavel Danilyuk/Pexels

New research from the National Confectioners Association (NCA) finds that consumers taking GLP-1 medications continue to enjoy chocolate and candy, making more intentional choices about when, why, and how they treat themselves rather than eliminating confectionery from their diets.

GLP-1 consumers remain highly engaged with confectionery, with consumption patterns similar to non-users. Rather than giving up chocolate and candy, many are gravitating toward smaller portions, premium products, and better-for-you options that align with a balanced lifestyle. The report also finds that broader economic pressures are having a greater impact on confectionery consumption than GLP-1 medications.

“Consumers taking GLP-1 medications continue to enjoy chocolate and candy—they’re simply approaching treats more intentionally," explains John Downs, president and CEO of NCA. "There’s a significant opportunity for manufacturers and retailers to meet evolving consumer preferences through innovation while continuing to celebrate the important role confectionery plays in everyday moments and special occasions.”

The research highlights several opportunities for manufacturers and retailers:

Focus on intentional treating: GLP-1 consumers continue to enjoy chocolate and candy, with opportunities centered on premium products, portion-controlled formats, and better-for-you innovations.
Support evolving preferences: Ingredient transparency, lower sugar options, and quality-focused innovation can resonate with GLP-1 consumers while additionally appealing to a much broader audience.
Keep value in the conversation: While GLP-1 users remain engaged with confectionery, broader economic pressures continue to have a greater impact on overall consumption, making affordability an important consideration.

Consumers—whether or not they are GLP-1 users—understand that chocolate and candy are treats, not meal replacements or center-of-the-plate foods, and they carry a unique mindset when enjoying these products. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day.