Chocolate and candy sales are up and consumers are ready to maximize their fun during the 2021 Halloween season, according to the National Confectioners Association.
Retailers are going strong on their Halloween sets, with about 27 percent more seasonal items per store than in 2020. Consumers are planning to celebrate in a big way, including young parents – 93 percent of whom say they plan to celebrate Halloween this year. And sales of chocolate and candy are up 48 percent over 2020 and nearly 60 percent over 2019.
“Chocolate and candy sales have come roaring back during the 2021 Halloween season as excitement continues to grow and consumers tell us they’re ready to celebrate,” said John Downs, NCA president and CEO. “Eighty-two percent of Americans say they plan to celebrate Halloween – including 93 percent of Millennial parents. And retailers are going strong on Halloween displays this year, with iconic orange and black sets coming back in a big way. Up from 80 percent in 2020, 87 percent of people say they will purchase the same amount – or more – of Halloween candy this year. Which all makes sense because, what would the Halloween season be without chocolate and candy?”
Latest Halloween candy sales data
(Source: IRI, eight weeks ending 10/4/2021)
- Total Halloween candy: $324 million in retail sales (+48 percent vs. the same period in 2020; +59.8 percent vs. the same period in 2019). Halloween-specific items per store increased 26.9 percent vs. the same period in 2020.
- Halloween chocolate: $199 million sales (+55.5 percent vs. the same period in 2020; +70.3 percent vs. the same period in 2019).
- Halloween non-chocolate: $124 million (+31.1 percent vs. the same time period in 2020; +45.5 percent vs. the same time period in 2019)
Spotlight on consumers
(Source: 210 Analytics x National Confectioners Association, June 2021)
- 82 percent of Americans – up 12 percent from 70 percent in 2020 – say they’re planning to celebrate the 2021 Halloween season, including 93 percent of Millennial parents.
- 80 percent of Americans plan to trick-or-treat this year.
- 87 percent of people say they will purchase the same amount – or more – of Halloween candy this year. This is up from 80 percent in 2020.
- 82 percent of Americans are confident they will find safe and creative ways to celebrate the Halloween season.
Methodology: 210 Analytics conducted the national online survey on behalf of the National Confectioners Association. The research was fielded June 3-8, among a sample of 1,500 U.S. adults (18 years of age or older). The margin of error associated with the survey is 2.5 percent at the 95 percent confidence level.
Parents know that chocolate and candy are a fun and special part of family traditions and celebrations, and they’re leveraging Halloween as a key moment to talk to their children about balance.
- 88 percent of parents talk to their children about balance – and many use Halloween as a moment to do so.
- 83 percent of parents believe that chocolate and candy can be a fun part of special celebrations and traditions.
Most people in the U.S. enjoy chocolate and candy two to three times per week, averaging about 40 calories per day and just one teaspoon of added sugar per day – this includes seasonal celebrations like Halloween.
The National Confectioners Association is the leading trade organization for the U.S. confectionery industry, which generates more than $37 billion in retail sales each year. Making chocolate, candy, gum and mints, the industry employs nearly 58,000 workers in more than 1,600 manufacturing facilities across all 50 states.
