Halloween Candy Trends
This year, trick-or-treaters may find more fruity candy than chocolate among their Halloween handouts. Younger consumers have been gravitating towards non-chocolate candies like gummies, freeze-dried treats, and other sweets that come in a variety of shapes, colors, and flavors. This shift in preference is likely due to the increasing popularity of non-chocolate candies among younger generations.
Last year, 52% of the total volume of Halloween candy sold in the U.S. was made of chocolate, according to Dan Sadler, a principal for client insights at the market research company Circana. However, in the 12 weeks ending Oct. 5, chocolate accounted for 44% of the Halloween candy sold in the U.S. This decrease in chocolate sales may be attributed to the rising prices of cocoa, which has become more expensive due to poor harvests in West Africa, where 70% of cocoa is produced.
Prices and Sales
Global cocoa prices more than quadrupled between January 2023 and January 2025, making chocolate candy more expensive as a result. Chocolate Halloween candy in the U.S. cost an average of $8.02 per pound in the 12 weeks ahead of Oct. 5, while non-chocolate candy cost an average of $5.77 per pound, Sadler said. This significant price difference may be a factor in the decline of chocolate sales and the rise of non-chocolate candy popularity.
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Halloween Candy by the Numbers
Here’s a look at Halloween candy by the numbers:
$7.4 Billion
The amount Americans spent on Halloween candy in 2024, according to the National Confectioners Association. That was 18% of all candy sales last year.
30 Million
The number of M&M’s that Mars Inc. makes each day at the facility in Topeka, Kansas, that produces its Halloween candy.
$10,710
The price for a metric ton of cocoa in January, which was an all-time high. Cocoa prices have fallen since then, but Sadler said it will take months for consumers to see the impact of those lower prices.
1,254 Miles
Miles between Topeka and New York. If you stretched out all the Snickers bars that Mars makes annually in Topeka, you could make that trip seven times.
61%
Percentage of U.S. consumers who bought candy for trick-or-treaters last year, according to Hershey. Hershey said 45% of consumers reported buying Halloween candy for themselves.
40.8%
Market share for Hershey in Halloween candy last year, making it the top performer. Hershey said its Halloween assortment — which includes Reese’s, Kit Kat, and Almond Joy — was the top seller last Halloween.
July 5
The date Mars started rolling Halloween candy out to U.S. stores this year. Mars makes Snickers, M&Ms, Skittles, Starburst, and other candies.
4.9%
Growth in dollar sales of non-chocolate candy in the U.S. in 2024, according to the National Confectioners Association. Chocolate candy sales, in comparison, grew 0.4%.
3.6 Weeks
Average number of weeks ahead of Halloween that Americans buy Halloween candy, according to Mars. Generation Z buys it sooner, around 4.5 weeks in advance.
2 Years
Amount of time Mars takes to plan for a Halloween season.
Conclusion
In conclusion, the Halloween candy market is experiencing a shift towards non-chocolate candies, with younger consumers driving this trend. The rising prices of cocoa and the increasing popularity of non-chocolate candies are likely factors contributing to this change. As the Halloween season approaches, it will be interesting to see how these trends continue to evolve and impact the candy industry.
FAQs
Q: What is the current trend in Halloween candy sales?
A: The current trend in Halloween candy sales is a shift towards non-chocolate candies, with younger consumers driving this trend.
Q: Why are chocolate candy sales declining?
A: Chocolate candy sales are declining due to the rising prices of cocoa, which has become more expensive due to poor harvests in West Africa, where 70% of cocoa is produced.
Q: What is the average price of chocolate and non-chocolate Halloween candy in the U.S.?
A: The average price of chocolate Halloween candy in the U.S. is $8.02 per pound, while non-chocolate candy costs an average of $5.77 per pound.
Q: How much did Americans spend on Halloween candy in 2024?
A: Americans spent $7.4 billion on Halloween candy in 2024, according to the National Confectioners Association.
Q: What is the market share of Hershey in Halloween candy?
A: Hershey has a market share of 40.8% in Halloween candy, making it the top performer.
