Valentine’s Day Sweets Up 50% Since Last Year

The Valentine’s Day products are on the rise in the world, showing a two-digit increase even compared to 2022. 

According to Euromonitor International, the region with the highest retail sales of seasonal chocolate is Western Europe, reaching nearly USD7bn in 2022. France leads the region with the most sales of seasonal chocolate followed by Germany and the UK.

In the US, seasonal chocolate sales are expected to increase 8.6% from 2022 to cross USD4bn in sales.

Among the most popular seasonal chocolate brands globally are Lindt, Hershey’s and Reese’s. Combined, they account for around 19% of the global seasonal chocolate market. The number of Valentine’s day sweet treats (chocolates, lollipops, etc.) grew more than 50% in January 2023 versus January 2022. Across the globe, Via found more than 4,000 Valentine’s day SKUs this year.

“Seasonal chocolate sales, heart-shaped and positioned for Valentine’s as an example, are expected to be a key category driving growth for chocolate confectionery this year,” says Carl Quash III, Head of Packaged Foods – Snacks at Euromonitor International. “We expect high single-digit growth in seasonal chocolate sales to cross USD4bn in the US alone. A key trend in snacks for 2023 is delivering on nostalgia or needed distractions. From our annual consumer lifestyle survey, we found that 1 in 4 consumers are looking to spend more on novel experiences and with this, we will see snack brands expand sensorial dimensions and offer consumers exciting ways to support their love of snacks.”

Last year’s holiday innovations were partially defined by continuing supply chain constraints, high costs, and brands re-evaluating which products should take up production and appear on shelves. “This year, just looking at the month leading up to the holiday, the number of Valentine’s day sweet treats captured through Via, our online product database, shows growth of more than 50% from January 2022,” says Quash. “We are seeing positive signals that snack manufacturers may be looking to invest more in seasonal occasions – this is especially needed as consumers’ value expectations have risen.”

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