Pandemic Caused 9% Increase in Household Spending On Sweets
By Cooking Panda
Ever since the start of the pandemic or when we all went into quarantine, American consumers have definitely increased their appetite for all things sweet. Studies and insights from NCSolutions CPG Insights Tracker show sustained consumer interest in confections, baked goods, and baking supplies led by 38% of higher sales of baking mixes. It was actually +9% higher when compared to the same period in 2019.
Here’s the year over year percent change in average daily US Sweets Spending:
The confections and baked goods and supplies category includes bakery desserts, baking mixes, chocolate/non-chocolate candy, cookies, frozen baked goods, ice cream, marshmallows, pie crusts, and mixes, pie fillings, puddings and gelatins, snack cakes, and sugar.
Americans have joked about needing more chocolates and sweets as COVID-19 has upended routines, but who would have thought that it’s actually true? We even have the above data to back it up. During the extreme-buying phase from March 11 to March 21, consumers spent significantly more on chocolate and candy – +26% more to be specific. And over the entire pandemic period (ending September 30), total household spending on these items continues to be +4% higher than compared to 2019.
Of course, this spending on sweets can also be tied to this time of year. Sweets like candy and chocolate, cakes, and pies can all be linked with holiday celebrations with Halloween, Thanksgiving, Christmas, and all the way through the end of the year (until we make those New Year’s healthy resolutions).
However, it is significant to note that sweets and other dessert items have sustained elevated levels throughout the pandemic – especially products for baking – probably because of all the TikTok baking videos. Have you noticed increased levels of sugar consumption yourself or amongst your family, roommates/household members?