According to a recent research report by Hershey, Utah residents buy candy at the highest rate in the nation—nearly double the national average–and the reason may surprise you. Some 60 percent of the state’s residents are Mormon, a religion that frowns upon the use of alcohol, caffeine and tobacco. Sugary treats, however, are an acceptable indulgence, explains Glenn Christensen, a marketing professor at Brigham Young University’s Marriott School of Management. He goes on to explain that serving candy at church and family events is commonplace. In addition to housing the biggest Mormon population in the country, there are more children living in Utah than nearly any other state. In 2013, 31 percent of Utah’s residents were under 18, while the national average was 23 percent–and kids are undoubtedly some of the biggest fans of sweet treats.
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