US Halloween confectionery sales forecast to experience key market growth

Having inspired countless novels, movies and celebrations down the decades, the spooky season is back to its bone-chilling best, with the US leading the charge with candy and chocolate novelties to mark the occasion, writes Neill Barston.

Notably, American confectionery sales topped $6.4 billion in 2023, with an increase of 3-5% in the region anticipated, as consumers seek out a frighteningly fine range of supernatural snacking delights over the next fortnight.

As Confectionery Production reported this summer, the overall sector reached a total of $48 billion last year, with projections taking the total category to $61 billion by 2028, despite background challenges of supply chain challenges with core price rises for key ingredients including cocoa, as well as sugar. Such market tests have raised notable industry concern over the past couple of years, but the industry in the region continues to show considerable resilience.

While many other regions around the world have engaged with the Halloween season, the US remains the ‘cheerleader in chief’ for the season, in terms of its sheer diversity of product development.

According to the NCA, its latest research shows that there is broad based engagement during the Halloween season by consumers of all age demographics: 94% of all Americans are planning to take part in enjoying, sharing or gifting chocolate and candy during Halloween. Here’s how it breaks down by generation: Gen Z (95%), Millennials (96%), Gen X (96%), Boomers (91%), with 90% of Boomers say they are stocked up and ready to hand out chocolate and candy.

Furthermore, 99% of Gen X say that chocolate and candy are #1 in terms of what they’ll hand out to trick-or-treaters, while  millennials are sharing the joy of the season with their children and will be running through the neighbourhood with their own trick-or-treaters – more than any other generation.

Perhaps unsurprisingly, Gen Z is ready to get the party started early! They’re more likely than any other generation to get a head start on enjoying Halloween chocolate and candy before 10/31, which manufacturers made the most of, with many placing Halloween sweets and snacks with retailers from late summer onwards.