Halloween celebrations gain a boost with rise in US confectionery sales

With major confectionery brands gear up for the key Halloween season, data from the US-based National Confectioners Association shows that sales of spooky seasonal treats have increased notably, reports Neill Barston

According to the organisation’s latest figures, total chocolate and candy sales in the category are are up 13%, with chocolate delivering a 25% upturn.

As previously reported by Confectionery Production, the confectionery market in the US in particular, plays a key role in the multi-billion dollar retail season in the US.

Significantly, the NCA notes that the grocery channel is a key driver for the growth of Halloween chocolate and candy sales as consumer behaviours continue to evolve during the pandemic and more people shop at grocery stores more often. In the grocery channel alone, Halloween chocolate and candy sales are up 17.1%.

Consumers are reportedly now seeing in their local retail stores that Halloween chocolate and candy are on full display, which speaks to retailer, manufacturer and consumer optimism that Halloween is happening and that it will be a great season even if we have to celebrate a little differently this year.

As governors and mayors across the US consult their public health departments on how to strike the right balance between safety and time-honoured traditions, NCA is working with top public health experts, nutrition professionals, and the CDC to help them and their constituents take the guesswork out Halloween.

Furthermore, AlwaysATreat.com/HalloweenCentral hosts safety guidance from former CDC and FDA official Dr. Stephen Ostroff and inspiration for celebrating a socially distanced but not socially awkward Halloween season.

There will be regional differences across the country in the way that people choose to celebrate the Halloween season throughout the month of October. Whether this means trick-or-treating, more candy bowl moments at home with family and close friends, or just more time celebrating the season throughout the month of October, the NCA has continued it #Halloweenishappening campaign, supported by new studies showing families will indeed be holding their spooky celebrations this year in spite of challenging conditions.

In addition, studies surrounding Halloween celebrations have shown that there is an increasingly positive outlook on perceptions of this year’s events in the US – which remains the most significant location for celebrations, as well as for sales of confectionery. Research has shown that:

  • 80% of people believe that they will find creative and safe ways to celebrate the Halloween season this year. This is up from just 63% two months earlier in July. (NCA, Morning Consult)
  • 74% of millennial moms and young parents say that Halloween 2020 is more important than ever. (The Harris Poll)
  • 80% of the general public and 90% of millennial moms and young parents say they can’t imagine Halloween without chocolate and candy, and that trick-or-treating is irreplaceable. (The Harris Poll)




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