**Ghouls, goblins, and gummy bears: A Fruity Twist on Halloween Candy in 2024**
Trick-or-treaters may find more fruity candy than chocolate among their Halloween handouts this year. That should be just fine with younger consumers, who have been gravitating for years toward non-chocolate candies like gummies, freeze-dried treats, and other sweets that come in a variety of shapes, colors, and flavors.
Last year, 52% of the total volume of Halloween candy sold in the U.S. was made of chocolate, according to Dan Sadler, a principal for client insights at the market research company Circana. However, in the 12 weeks ending October 5, chocolate accounted for only 44% of the Halloween candy sold in the U.S.
**The Price Factor**
Prices may be part of this shift. Global cocoa prices more than quadrupled between January 2023 and January 2025 due to poor harvests in West Africa, where 70% of the world’s cocoa is produced. Chocolate candy has become a lot more expensive as a result.
Chocolate Halloween candy in the U.S. cost an average of $8.02 per pound in the 12 weeks ahead of October 5, while non-chocolate candy cost an average of $5.77 per pound, Sadler said.
**Halloween Candy by the Numbers**
– **$7.4 billion:** The amount Americans spent on Halloween candy in 2024, according to the National Confectioners Association. That accounted for 18% of all candy sales last year.
– **30 million:** The number of M&M’s that Mars Inc. produces each day at their facility in Topeka, Kansas, which makes Halloween candy.
– **$10,710:** The price for a metric ton of cocoa in January 2024, marking an all-time high. Although cocoa prices have fallen since then, Sadler notes it will take months for consumers to see the impact of those lower prices.
– **1,254 miles:** The distance between Topeka and New York. If you stretched out all the Snickers bars that Mars produces annually in Topeka, you could make that trip seven times.
– **61%:** The percentage of U.S. consumers who bought candy for trick-or-treaters last year, according to Hershey. Additionally, 45% of consumers reported buying Halloween candy for themselves.
– **40.8%:** Market share for Hershey in Halloween candy last year, making it the top performer. The company reported its Halloween assortment — which includes Reese’s, Kit Kat, and Almond Joy — was the top seller last Halloween.
– **July 5:** The date Mars started rolling out Halloween candy to U.S. stores this year. Mars produces Snickers, M&Ms, Skittles, Starburst, and other popular candies.
– **4.9%:** Growth in dollar sales of non-chocolate candy in the U.S. in 2024, according to the National Confectioners Association. In comparison, chocolate candy sales grew just 0.4%.
– **3.6 weeks:** The average number of weeks ahead of Halloween that Americans buy their candy, according to Mars. Generation Z tends to buy earlier, around 4.5 weeks in advance.
– **2 years:** The amount of time Mars takes to plan for a Halloween season.
As Halloween approaches, it’s clear that the candy landscape is evolving, with fruity, colorful treats gaining ground on traditional chocolate favorites. Whether you’re stocking up early or waiting until the last minute, there’s no shortage of sweet options this spooky season!
https://wtop.com/halloween-news/2025/10/by-the-numbers-why-trick-or-treaters-may-bag-more-gummy-candy-than-chocolate-this-halloween/
