In today’s fast-moving, increasingly digital world, it might seem like the big ideas in business happen behind a screen. But when it comes to the future of food, nothing beats showing up in person.
From March 2–4, 2025, our team joined leaders from across the confectionery world at the National Confectioners Association’s (NCA) State of the Industry Conference (SOTIC) in Miami, Florida. As the confectionery industry’s premier annual event, SOTIC brings together manufacturers, suppliers, retailers, and thought leaders to explore where the industry is today—and where it’s headed next. The conference drew over 750 attendees, including corporate executives from confectionery leaders like Hershey, Mars Wrigley, Mondelēz, Ferrero, and leading retailers such as Walmart, Target, and 7-Eleven.
From global cocoa trends to AI-driven product development, the topics at SOTIC reflect the most pressing and promising trends in confectionery. Hawaiian Host Group (HHG) is proud to be part of those conversations, contributing a thoughtful and purpose-driven perspective. Whether we’re exploring market trends, discussing public policy, or deepening industry partnerships, HHG shows up with intention and a spirit of collaboration.
Our President & CEO, Ed Schultz, has served on the NCA Board of Directors for the past three years, helping ensure that diverse voices—including those from Hawai‘i and other underrepresented regions—are heard. Team members Natalie and Lana also participate in the NCA’s Young Leaders Program, a space designed to foster cross-industry connection and support the industry’s emerging leaders.
Key themes this year included the future of cocoa, evolving retail dynamics, AI’s role in innovation, and the growing importance of engaging consumers through memorable brand experiences. SOTIC isn’t just about trends and insights—it’s an educational forum designed to deepen understanding of the industry’s landscape, opportunities, and challenges. Equally valuable were the informal moments in between—the quick catch-ups, impromptu conversations, and fresh ideas that happen when people connect face to face.
One highlight was the unveiling of the 2025 State of Treating report, which revealed that confectionery sales topped $54 billion in 2024. The report also found that 98% of shoppers purchased confectionery products in 2024, with 85% of consumers agreeing it’s perfectly fine to treat themselves to a piece of chocolate or candy—proof that confectionery remains a beloved part of life’s everyday and special moments.
Reflecting on her takeaways from SOTIC and the broader industry outlook, HHG’s National Accounts Manager, Natalie Herr, shared: “While our industry faces unforeseen challenges like never before—rising cocoa prices, ingredient bans, and global tariffs, to name a few—we remain in a powerful position, with over 98% of households in America purchasing confectionery treats. Consumers want our products, and it is our social responsibility to deliver them. At HHG, we have powerful brands with loyal consumers—we must keep them at the core of everything we do.”
Events like SOTIC help us step back, see the bigger picture, and return home inspired—strengthening our commitment to staying true to our roots while embracing what’s next.
Curious how HHG is making its mark across the industry?
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