As Halloween approaches, a noticeable shift in consumer preferences is affecting what candy is filling treat bags across the United States this year. Trick-or-treaters may find a greater selection of fruity confections, particularly gummies and other non-chocolate sweets, dominating the candy landscape. This trend aligns with the growing appetite among younger consumers for non-chocolate options, which feature an array of vibrant shapes, colors, and flavors.
According to recent data from Circana, a market research firm, chocolate’s share of Halloween candy sales has markedly dwindled. While chocolate constituted 52% of Halloween candy sales in the prior year, it accounted for only 44% in the 12-week period leading up to October 5. Multiple factors contribute to this decline, notably the escalating prices of chocolate. The global cocoa market has experienced severe fluctuations, with prices increasing more than fourfold from January 2023 to January 2025 due to poor harvests in West Africa, which produces approximately 70% of the world’s cocoa.
The heightened costs are evident, with chocolate candy averaging $8.02 per pound compared to $5.77 per pound for non-chocolate varieties. This change in pricing can influence consumer behavior as many families look for cost-effective options while still seeking festive treats.
Despite the shifts, Halloween remains a lucrative holiday for candy manufacturers. Last year, U.S. consumers spent a staggering $7.4 billion on Halloween candies, accounting for 18% of all candy sales. Within the confectionery sector, Hershey emerged as the leading player, capturing a substantial 40.8% market share in Halloween candy sales, with popular products including Reese’s, Kit Kat, and Almond Joy.
Production statistics from major players in the industry underline the scale of the candy business; for instance, Mars Inc. produces around 30 million M&Ms daily at its facility in Topeka, Kansas. This site is also responsible for creating a vast number of Snickers bars, enough to stretch the distance between Topeka and New York City over seven times if laid end to end.
The demand for candy is evident, with 61% of U.S. consumers purchasing treats for trick-or-treaters last season and a notable 45% indulging in candy for themselves. As Halloween draws closer, 4.9% growth in non-chocolate candy sales has been reported, in contrast to the 0.4% increase in chocolate candy sales. Interestingly, Generation Z consumers are showing their enthusiasm by purchasing Halloween candy about 4.5 weeks in advance of the holiday.
Preparation for the Halloween season is no small feat; Mars reportedly requires about two years of planning to ensure a successful rollout. Their production timeline includes strategically launching Halloween-themed candies as early as July 5 in stores across the U.S.
As consumers take to the streets for this beloved holiday, the candy landscape reflects both changing tastes and economic influences, paving the way for an interesting Halloween season in 2024.
