Trick-or-treaters could be in for a surprise this Halloween as they may receive less chocolate and more non-chocolate candies. A recent report by Circana, a market research firm, has revealed a shift in consumer preferences when it comes to Halloween treats, with gummies and other colourful sweets outselling traditional chocolate treats.
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According to the data, chocolate’s share of Halloween candy sales has dropped from 52% last year to 44% in the 12 weeks leading up to October 5th, while sales of non-chocolate candies have seen a 4.5% increase. This trend is attributed to rising cocoa prices and higher costs of chocolate, driven by poor harvests in West Africa that have quadrupled global cocoa prices since 2023.
The report highlights that shoppers are opting for items such as gummies over chocolate for trick-or-treaters this year. Circana’s Dan Sadler mentioned that while chocolate dominated candy sales for Halloween in the US last year, the trend has shifted this year, with more people leaning towards non-chocolate options.
Out of the surveyed individuals who plan to give out treats this Halloween, over 70% indicated that they would be opting for packaged candy, as per a press release by Circana. The research also notes that chocolates are being priced higher than usual, possibly due to the significant increase in global cocoa prices over the past few years.
In addition, Circana data shows that non-chocolate Halloween candy outsold chocolate treats over an eight-week period leading up to September. Non-chocolate Halloween candy sales increased by 4.5%, while sales of chocolate treats decreased by 13.7% by September 14th. This suggests a clear preference shift towards non-chocolate options among consumers.
The report also mentions that consumers are enjoying the variety of shaped candies available for Halloween, with many sharing their experiences on social media. Sally Lyons Wyatt, Circana’s Global EVP & Chief Advisor, highlighted the wide range of options available for trick-or-treaters, making every doorstep a sweet adventure this Halloween.
Overall, this data reflects changing consumer preferences in the Halloween candy market, with a noticeable increase in the popularity of non-chocolate candies over traditional chocolate treats. As Halloween approaches, it will be interesting to see how this trend shapes the treats received by trick-or-treaters this year.