Exclusive: Spooky season celebrations are full steam ahead in the US, and around the world

With plans for a hauntingly fine Halloween in full flow for many households this year, latest research from the National Confectioners Association has found that 94% of Americans are set to celebrate the occasion with sweets and snacks, reports Neill Barston.

According to latest statistics, the spooky season garnered a prominent $7.4 billion in sales last autumn, up 2.2% on the prior twelve months, of a total revenue for the US totalling $54 billion for the year.

By contrast, some industry analysis in the UK has suggested that Halloween spending in Britain stood around the £1 billion mark, with many households taking their lead from US celebrations, which has evolved an advanced cultural movement around the season, extending into movies, as well as a plethora of themed events.

This made it one of the most significant seasons for the sector, which is showing frightfully fiendish levels of innovation across chocolate, snacks and candy offerings.

Indeed, as Confectionery Production has previously reported, the industry’s largest players, from Mars and Ferrero, through to Ferrara, Perfetti Van Melle and Hershey, all invested heavily in new product development, and are set to do so again this October.

Notably, according to the NCA’s findings, while most Americans will stock up for Halloween in October, one-quarter say they will purchase chocolate and candy before the month begins. Top treats for the season include chocolate, gummy candy, and candy corn, which 89% of people prefer in seasonal shapes, colors, and flavours.

The US is anticipating strong Halloween confectionery sales, with Mars starting the party early. pic: Adobestock

This year, as last, a number of brands have engaged in promoting the notion of ‘summerween’ in stocking up ahead of season, which, according to the NCA, has further fuelled enthusiasm for Halloween. Indeed, Hershey has stated that the period is now considered its primary treating occasion in the year, given the level of investment into limited edition product novelties.

As our title found covering this year’s Sweets & Snacks Expo, with companies revealing plans for the remainder of the year, with Halloween already firmly fixed on the horizon at that point in May, with a wide array of confectioners attesting to the significance of the season.

In addition,  as the NCA noted in a consumer study of 1,000 consumers, candy corn is the quintessential Halloween treat, but consumers are split on the “correct” way it should be eaten. While 58% enjoy candy corn in one piece, 28% start with a bite at the narrow white end and 15% begin at the wider yellow end.

Intriguingly, a whopping 83% of parents admit that they sneak Halloween treats from their kids, adding to the fun of the overall celebrations. For its part, the NCA has continued its ‘always a treat’ campaign, offering timely advice on sweets and snacks consumption to be enjoyed as an occasional treat rather than meal replacements.  As such, studies have shown that in the US,  people in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day.

For his part, John Downs, president and CEO of the National Confectioners Association, enthused that the Halloween period is set to be another special milestone for the industry this year.

He said: “Chocolate and candy are at the heart of the Halloween season. Encompassing a unique blend of tradition, innovation, nostalgia, and fun, Americans are eager to enjoy every minute of this special time of year – which also makes it a standout retail moment. Whether they are handing out their favourite treats to trick-or-treaters, decorating the house, or attending a party, people count on chocolate and candy to complete their Halloween celebrations and make it a holiday unlike any other.”

NCA honours nominations
Notably, the NCA has also been seeking nominations over the past few weeks for outstanding leadership for the sector.

Its annual accolades will be presented at the 2026 State of the Industry Conference to be held March 8-10 at the JW Marriott Orlando Grande Lakes. The nomination period for all awards closes Friday, October 3.

Nominations can be placed until this Friday at : candyusa.com/industry-awards/confectionery-leadership-award/

As the organisation noted, its Confectionery Leadership Awards will honour top retail or wholesale buyers, category managers, and executives for their effective business collaboration, category management best practices, and innovations in merchandising confectionery products in-store. Any employee of an NCA member company or a fellow retailer can nominate a deserving individual for a Confectionery Leadership Award.

NCA’s Woman of Influence Award, presented by NCA’s Women’s Leadership Group, honours a woman who has shown outstanding leadership, mentorship, and a track record of success in the confectionery industry. This award recognises those who inspire other women and create opportunities for their advancement across the industry. Nominations for the Woman of Influence Award can be submitted by any member of the confectionery industry.

The Candy Dish Awards celebrate the special relationship between manufacturers and the broker/sales agent community, with all accolades being presented during the  NCA’s 2026 State of the Industry Conference.