U.S. consumers are ready to treat themselves and others as they prepare for the Halloween season. According to a recent survey from the National Confectioners Association, 94 percent will share chocolate and candy with friends and family, demonstrating the consumer demand fueling remarkable retail trends like “Summerween” and “Aug-tober.”
The Halloween season is a key moment for the $48 billion confectionery industry and its retail partners. In 2023, Halloween drove $6.4 billion in confectionery retail sales, and that number is expected to climb by 3 to 5 percent in 2024. Pandemic-era enthusiasm for seasonal celebrations has remained, pushing the Halloween season to begin earlier this year.
“What would the Halloween season be without chocolate and candy? It is clear that Halloween candy is a bona fide retail phenomenon in 2024, with demand from consumers starting earlier in the year and extending festivities far beyond Oct. 31,” said John Downs, president and CEO of the NCA.
“No matter how consumers choose to mark the occasion, there’s no question that chocolate and candy are a fun and unique centerpiece of Americans’ Halloween celebrations.”
NCA research has found that:
- More than half of parents say that they steal Halloween treats from their kids;
- More than half of Americans start enjoying their Halloween treats before Oct. 31;
- Top Halloween treats include: chocolate, gummy candy, chewy candy, candy corn, hard candy and lollipops;
- The right way to eat candy corn:
- Fifty-seven percent eat the whole piece at once;
- Twenty-eight percent start with the narrow white end; and
- Fifteen percent start with the wider yellow end.
- Ninety-four percent of consumers say they will share chocolate and candy with friends and family for Halloween;
- Two-thirds of Americans enjoy treats with a creepy or scary theme. Shape also matters – Americans rank pumpkins, ghosts and bats as their favorite of candy; and
- Ninety-seven percent of Americans who welcome trick-or-treaters will hand out chocolate and candy, and two-thirds of those people say they give trick-or-treaters two or three pieces of candy.
[RELATED: Potatoes USA Encourages Potatoes Instead Of Halloween Candy]
America’s Favorite Candies
The Kroger Co. shared its Halloween candy guide Oct. 9, highlighting the grocer’s savings and recipes to celebrate.
“Halloween is a special time of year when we can unleash our creativity, enjoy the company of family and friends and feel nostalgic about all things fall and ghostly,” said Carlo Baldan, group VP of center store merchandising at Kroger. “Whether you’re preparing for trick-or-treaters, planning a Halloween party or staying in, Kroger is creepin’ it real with savings on customer favorite candies and treats for the whole family.”
Kroger says its customers will fill their baskets with Hershey’s Reese’s Peanut Butter Cups more than any other candy, followed by Snickers and Kit Kats.
About the survey
NCA’s Seasonal Survey was conducted in July using a self-administered online questionnaire. The sample of 1,690 individuals mirrors the U.S. population in terms of key demographics, including age, income, ethnicity and region.
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