With Halloween around the corner, candy retailers are anxiously monitoring consumer trends. Gummy candy will take an even larger bite out of the market this year, edging out classic chocolate confections. This increase points to a larger trend in Halloween shopping.
In 2023, Hershey’s emerged as a top performer in the Halloween candy market, although specific market share figures were not disclosed. Circana principal for client insights Dan Sadler pointed out a fascinating tidbit. Chocolate accounted for 52% of total Halloween candy volume sold in the U.S. However, current trends show that consumers are more and more attracted to non-chocolate products.
The Rising Popularity of Non-Chocolate Candy
Consumer expectations are changing, especially within Gen Z and Millennials. Take Generation Z, for example, they start buying Halloween candy about 4.5 weeks ahead of the holiday. This trend marks a sea change in American consumption patterns. Put frankly, people are eating less chocolate and more diverse candies in general.
According to this year’s sales report, chocolate makes up 44% of all U.S. Halloween candy sales. Yet, the general price for chocolate candy has gone up by over 40%. As of the last 12 weeks ending October 5, chocolate Halloween candy was $8.02 per pound on average. In comparison, non-chocolate types cost an average of $5.77 per pound, which could be a more realistic price point for many consumers.
Even more interestingly, 45% of consumers said they purchase Halloween candy only for themselves. This trend is probably responsible for the increasing popularity of gummy and other non-chocolate candies. As price sensitivity is an increasingly important factor for shoppers, retailers will likely shift their assortment strategies.
Production and Pricing Factors
Mars Inc., maker of one of the Halloween staples, scores of M&M’s, plans to increase production as Halloween approaches. Although the exact number of M&M’s produced daily at their Topeka, Kansas facility remains undisclosed, the company’s strategic planning for the Halloween season is crucial to meet anticipated demand.
The number one thing driving up chocolate prices is the skyrocketing price of cocoa. As of January 2024, cocoa prices hit an all-time high, adding to high retail prices for chocolate candies. Global cocoa prices have more than quadrupled from the beginning of January 2023 to the beginning of January 2025, causing turmoil for manufacturers and consumers across the board.
Even through these challenges, the appetite for Halloween candy continues to be strong. According to the National Confectioners Association, Americans went all-in on Halloween candy in 2024. They did not report how much they actually spent. As retailers gear up for the upcoming holiday shopping season, they will likely think all the more critically about price sensitivity and consumer preferences.
