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Vampires, ghosts… and gummy bears.
Trick-or-treaters may be getting more fruity candies than chocolate in their Halloween handouts this year. That should be just fine with younger consumers, who for years have been turning to non-chocolate candy like gummies, freeze-dried treats and other sweets that come in a variety of shapes, colors and flavors.
According to Dan Sadler, head of client insights at market research company Circana, 52% of the total amount of Halloween candy sold in the US last year was made up of chocolate. But in the 12 weeks ending October 5, chocolate accounted for 44% of Halloween candy sold in the US.
Prices may be part of it. Global cocoa prices to more than quadruple between January 2023 and January 2025 due to poor harvests West AfricaWhere 70% cocoa is produced. As a result chocolate candy has become much more expensive.
The price of chocolate Halloween candy in the U.S. in the 12 weeks before Oct. 5 averaged $8.02 per pound, while the price of non-chocolate candy averaged $5.77 per pound, Sadler said.
Here’s a look at Halloween candy by the numbers:
$7.4 billion
That’s the amount Americans will spend on Halloween candy in 2024, according to the National Confectioners Association. This accounted for 18% of total candy sales last year.
30 million
The number of M&Ms made daily by Mars Inc. at its Topeka facility, kansasWhich produces its own Halloween candy.
$10,710
The price of one metric ton of cocoa in January was the highest ever. Cocoa prices have fallen since then, but Sadler said it will take several months for consumers to see the impact of those lower prices.
1,254
miles between Topeka and new yorkIf you spread out all the Snickers bars that Mars makes each year in Topeka, you could make that trip seven times.
61%
The percentage of American consumers who bought candy for trick-or-treaters last year, according to Hershey. Hershey said 45% of consumers reported purchasing Halloween candy for themselves.
40.8%
Hershey’s market share in Halloween candy last year made it the top performer. Hershey said its Halloween assortment — which includes Reese’s, Kit Kats and Almond Joys — was a top seller last Halloween.
5th July
The date when Mars began selling Halloween candy in US stores this year. Mars makes Snickers, M&M’s, skittlesStarburst and other candies.
4.9%
Growth in dollar sales of non-chocolate candy in the US in 2024, according to the National Confectioners Association. In comparison, chocolate candy sales increased 0.4%.
3.6
The average number of Halloween candy purchases by Americans before Halloween, according to Mars. generation z Buys it early, about 4.5 weeks in advance.
2 years
That’s how long it takes Mars to plan the Halloween season.