As convenience store customers increasingly seek out health-conscious products and offerings with nutritional benefits, the fact remains — there is still overwhelming demand for the candy, gum and mint offerings that the c-store industry has long been known for. Retailers can certainly capitalize on growing trends within the category, however, consumers are still seeking out indulgent favorites.
Historically, chocolate candy has dominated the category, and that remains the same today. Non-chocolate candy, however, continues to close the gap year after year.
“Chocolate continues to lead the candy category and remains a go-to indulgence, even in the face of economic pressures. Its enduring popularity is fueled by strong brand recognition, emotional appeal and seasonal relevance,” said Sean Carroll, director of category management for Good 2 Go, which operates more than 80 stores across Idaho, Wyoming, Utah, Colorado, Arizona and New Mexico.
Its market share, however, according to Carroll, is being gradually challenged by the rise of alternative protein snacks.
“These protein-rich options — often positioned as better-for-you treats — are drawing attention from shoppers who might otherwise reach for traditional confections,” he said.
According to Circana, chocolate candy sales were flat (up 0.8%) for the 52 weeks ending Oct. 3, with total sales reaching $3.63 billion in the convenience store channel. Non-chocolate sales dipped 2.1%, however, the segment brought in a staggering $3.29 billion in sales for the same time period.
Gum sales increased 1.3% to reach $1.21 billion, while mint sales remained relatively flat at $300 million.
At Good 2 Go, candy sales are growing year over year, despite a few hurdles within the non-chocolate and gum segments.
“Chocolate continues to perform strongly across our locations, maintaining its appeal and driving consistent sales,” said Carroll. “In contrast, non-chocolate candy has experienced a modest dip in dollar sales. Within the breath freshening category, gum sales are slightly down, while mints have shown a small but notable increase.”
These results mirror those of the industry at large, with the National Confectioners Association’s (NCA) Director of Public Affairs and Communications Carly Schildhaus noting that consumer behavior is shifting as a result of the increased price of groceries.
“While overall confectionery sales in 2024 topped $54 billion, confectionery purchases at c-stores experienced a slight decline, falling 1.1% to $8.3 billion last year, according to NCA’s 2025 State of Treating report,” said Schildhaus. “At the same time, shoppers continue to leave room in their budgets for chocolate and candy, with 98% reporting that they made a confectionery purchase at some point in 2024.”
Consumers view chocolate and candy differently from other foods, according to Schildhaus, with people in the U.S. enjoying chocolate and candy two or three times per week.
“(Consumers) understand that confectionery products are treats, not center-of-the-plate foods, and appreciate the role that confectionery plays in sweetening special occasions and seasonal celebrations,”Schildhaus continued.
“As such, 62% of all confectionery sales in 2024 were generated during the big four candy seasons, (Valentine’s Day, Easter, Halloween and the winter holidays) and a new NCA survey found that 94% of consumers planned to share chocolate and candy with friends and family for Halloween this year,” Schildhaus added.
Since 2019, sales of non-chocolate products have grown by nearly $5 billion — an increase of almost 70%.
“Non-chocolate candy sales were boosted by the popularity of sour candy, and nearly 11% of sales came from innovation,” Schildhaus said. “This trend is driven by Gen Z and millennial consumers who report loving exploration of all things sour, flavor mashups, different textures and flavor experiences.”
Looking Ahead
As we finish out 2025, retailers can take advantage of the new trends within the candy, gum and mint space as consumers continue to demand innovation, bold flavors and new experiences.
One trend that Good 2 Go embraced is freeze-dried candy, which is “captivating customers with its unique texture and intensified flavor,” Carroll said.
“Skittles Pop’d, a standout in this space, has surged in popularity and now holds the top spot in our sales rankings, surpassing even long-time favorite Nerds,” Carroll continued.
Lemonhead Ropes also saw strong performance due to its nostalgic citrus flavor and fun format.
Aside from freeze-dried offerings, Carroll is also noticing increased demand for health-focused products that offer both indulgence and functionality.
“While traditional favorites like chocolate remain strong, consumers are exploring more adventurous options and limited-time releases, suggesting a growing appetite for discovery and variety in the candy aisle,” he said.
Good 2 Go’s ability to identify consumer trends and adapt on the fly has led to increased basket sizes, even while overall shopping trips have declined. Much of this success was driven by strategic customer deals and marketing efforts, in addition to diligent category management.
“Consumers are leaning into value-driven strategies — responding well to multiunit promotions and linked offers between complementary brands,” said Carroll. “These bundled deals encourage larger purchases per visit. That said, economic uncertainty has introduced a cautious undertone, slightly muting the full impact of these promotional efforts. Shoppers are still indulging, but with a more calculated approach to spending.”
To stay on top of consumer trends, Good 2 Go closely monitors its customers’ preferences through a combination of sales data analysis, shopper feedback and trend tracking across social media and industry reports.
“This helps us stay agile and responsive to emerging interests — whether it’s a surge in freeze-dried candy or growing demand for alternative protein snacks,” Carroll continued. “In response, we adjust our assortments regularly, prioritize high-performing SKUs and lean into promotional strategies that reflect current buying behaviors. Flexibility in merchandising and a willingness to test new formats allow us to meet shoppers where they are and keep our offerings fresh and relevant.”
C-store retailers are uniquely positioned to cash in on an evolving and demanding consumer base. By stocking trending products like protein-focused offerings, freeze-dried candy and non-chocolate newcomers, while keeping indulgent chocolate favorites on shelves, c-stores can cash in on a reliable and lucrative category.
“Looking ahead, projections for the future of the confectionery industry are promising. U.S. confectionery sales are expected to grow over the next five years, exceeding $70 billion in all outlets by 2029,” NCA’s Schildhaus concluded.
