NCA studies reveal chocolate remains America’s favourite Halloween treat

Latest studies from the National Confectioners Association have revealed that chocolate-based treats are Americans’ most favoured for this year’s Halloween, with a total of 60% naming the category as their top choice for trick-or-treat pumpkins, reports Neill Barston.

According to the US-based organisation’s research, second place went to gummy candy, with classic candy corn coming in third spot, as the country looks to revive celebrations for the spooky season, which remains a key seasonal moment for the industry.

As previously reported by Confectionery Production, last year’s Halloween activities in the US were impacted by the peak of the coronavirus crisis, though with cases once again rising in America, physical activities are likely to be held with some caution. The event on October 31, is set to see major brand promotions throughout the month.

Prominent seasonal campaigns from key manufacturers including Mars Wrigley, as well as the NCA’s own advice and guidance on how to enjoy the season safely resulted in reportedly encouraging candy sales for what is traditionally one of the biggest moments in the US sweets calendar. Celebrations first became a major event in the US back in the 1950s, with other key markets including the UK increasingly following in its footsteps in terms of national retailing opportunities.

Following its reported success last year, the Ferrero 31 Days of Halloween initiative also returns, also giving back to Children’s Miracle Network Hospitals, with the company behind brands including Nutella and Tic Tac devising its created the Ferrero 31 Days of Halloween Countdown Calendar to help get families excited leading up to Halloween while raising money for children’s hospitals.

As the company noted, consumers who make a donation to its hospital cause until  September 10, 2021 at will get a chance to win a limited-edition Ferrero 31 Days of Halloween Countdown Calendar. Five hundred Halloween boxes, each with 31 compartments featuring Ferrero Halloween favourites, including Butterfinger, CRUNCH, Baby Ruth, 100Grand, Kinder Bueno, Kinder Joy, Tic Tac and Nutella &GO!, will be given away. The company recently launched the campaign with a $25,000 donation to the nonprofit.

The results of the NCA’s latest online survey also examined how Americans most enjoyed their candy corn, with 52% of respondents saying they enjoyed the whole whole treat at once (52%), while 31% of people start at the narrow white end and 17% of people start with the wider yellow end.

Results from the study found that  82% of people – and 93% of young parents – plan to celebrate Halloween this year, with a total of  80% of Americans plan to trick-or-treat in 2021.

Furthermore, 82% of people are confident they will find safe and creative ways to celebrate the Halloween season, while 79% of interviewees say they plan to fill a Halloween candy bowl this season.

For more information on navigating the Halloween season, visit for Halloween inspiration, including safety tips, fun facts and suggestions on how to celebrate in safe and creative ways. With 83% of parents stating chocolate and candy are an important and fun part of celebrations like Halloween, there are also tips to help parents talk about balanced treating with their children.

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