US families set celebrate with ‘spooktacularly’ strong multi-billion Halloween sales projected

Latest research from the National Confectioners Association has found that consumers are expecting to be on frighteningly good form this Halloween, with 93% of Americans set to share spooktacular tally of $6 billion in  chocolate, candy and confectionery treats with friends, reports Neill Barston.

As the US organisation noted, sweets and snacks remain an important part of seasonal celebrations within the region, and this autumn is no exception, as major manufacturers ramp up their limited edition treats for one of the biggest single occasions of the year.

Other insights from the NCA survey include 70% of consumers celebrating Halloween say the best way to enjoy treats is with friends and family, and 62% of Americans are looking for treats with a creepy or scary theme, while
60% of parents say they steal spooky treats from their kids’ stash.

A time-honoured tradition of the Halloween season is trading candy with family and friends. Opinions abound on the ultimate deal, but most Americans agree they’d trade away some of their gummy candy in exchange for a chocolate treat.

Perhaps unsurprisingly, chocolate emerged as the favourite Halloween treat, followed by gummy candies, and the classic seasonal favourite of candy corn rounding out the top three in what has continued to prove a highly competitive market.

Confectionery Production reported from this year’s Sweets and Snacks Expo, which called in on Chicago for the final time before its new venue in Indianapolis next year, and businesses offered a strong hint of the season ahead with Halloween candy remaining very much a core focus for new product development.

“The Halloween season is a cherished tradition that is enhanced by the central role that chocolate and candy play in making it fun, exciting and special for consumers all across the country,” John Downs, National Confectioners Association president & CEO, said.

“The excitement around the Halloween season has increased in recent years, resulting in consumers starting their celebrations sooner than in years past – with seasonal chocolate and candy, décor, costumes and supplies hitting store shelves beginning earlier and earlier. Our member companies are collaborating in big ways with our retail partners and sharing in the enthusiasm by ensuring that the classic and innovative treats consumers know and love are available as this major cultural moment of Halloween gets underway.”

To begin the 2023 Halloween season and get a better understanding of current consumer attitudes and behaviors related to the holiday, NCA conducted a survey uncovering new consumer insights including the fact that 98% of Americans who welcome trick-or-treaters will hand out chocolate and candy. The organisation has also produced a dedicated  resource hub with tricks for treating throughout the Halloween season, fun facts to enhance your celebrations, and much more at

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