Read the full Chocolate Confectionery in the US report

January 9, 2026 – Consumers are turning to chocolate for sweet treats during small moments of indulgence, like snacking and having me time, hinting at the power of small formats and little bites.

Generation Z and Millennials, however, present both opportunities and challenges as they indulge in chocolate across more occasions than their older counterparts. While brands have more opportunity to engage – which is good – diversification of messaging is necessary without consensus on what counts as a true chocolate occasion.

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