Major industry study finds 94% of US consumers set for Halloween indulgence
Preparations for Halloween have been in full swing within the US, with a total of 94% of consumers reporting they are set to treat themselves this season, according to National Confectioners Association research, writes Neill Barston.
As Confectionery Production has previously reported, the major autumn celebration occupies a pivotal point for the country’s $48 billion candy and snacks industry and its retail partners.
This is backed up by the fact that in 2023, the season drove $6.4 billion in confectionery retail sales and that number is expected to climb by three to five percent in 2024. Significantly, Pandemic enthusiasm for seasonal celebrations has remained, pushing the Halloween season to begin earlier this year.
Moreover, this was much in evidence at the latest edition of Sweets & Snacks Expo, which showcased a broad array of confectionery from right across the spectrum, including ranges that were anticipated to form best-sellers for this year’s spooky season, which remains an American cultural staple in particular.
According to a recent survey from the NCA, a total of 94% will share chocolate and candy with friends and family, with some major manufacturers moving early to release their latest ranges, resulting in some notable new retail buzz phrases emerging for the region including “Summerween” and “Aug-tober.”
Ghoulishly good study findings
Among the core trends to have emerged from the study was that 97% of Americans who welcome trick-or-treaters will hand out chocolate and candy, and two-thirds of those people say they give trick-or-treaters two or three pieces of candy.
The research also revealed that key haunting hankerings for products included chocolate, gummy candy, chewy candy, traditional candy corn, hard candy, and lollipops.
Furthermore, two-thirds of Americans enjoy treats with a creepy or scary theme. Shape also matters – Americans rank pumpkins, ghosts, and bats as their favourite of candy. From the research, it was found that consumers consistently enjoy sweets and candy between two and three times a week in the US, averaging 40 calories and one teaspoon of added sugar per day.
Notably, the organisation’s studies found that more than half of Americans start enjoying Halloween candy before October 31 – which serves as further proof of the central role that chocolate and candy play in spooky season.
John Downs, president and CEO of the NCA believed that this year’s celebrations would be especially memorable, and reflected a post-pandemic desire to revive as many social occasions as possible.
He said:“What would the Halloween season be without chocolate and candy? It is clear that Halloween candy is a bona fide retail phenomenon in 2024, with demand from consumers starting earlier in the year and extending festivities far beyond October 31.
“No matter how consumers choose to mark the occasion, there’s no question that chocolate and candy are a fun and unique centerpiece of Americans’ Halloween celebrations.”
