Mars Wrigley reveals latest Tricks, Treats and Trends report for Halfway to Halloween campaign
Though the spooky season may well be a number of months off, Mars is dusting off the confectionery broomsticks in preparation for the occasion with its Halfway to Halloween campaign, unveiling some supernatural surprises for its 2025 collection, writes Neill Barston.
As previously reported, the multi-billion seasonal candy market remains of significant importance across the US and around the world, with the brand also releasing its second annual “Mars Tricks, Treats and Trends” report.
Among this year’s Mars portfolio, the company will be releasing M&M’S Milk Chocolate Pumpkin Pie, Snickers Pumpkins, Twix and Snickers Ghoulish Green, Skittles Shriekers, and new M&M’s with Festive Flare, M&M’S Milk Chocolate Halloween Blend (as well as peanut butter flavours), a M&M’S Peanut Butter Fun Size Giveaway Bags, Snickers Pumpkins 6-Pack.
There will also be new variety packs, covering brands including, Starburst, FaveREDs, Skittles, Skittles Wild Berry, Snickers, Milky Way, Twix, 3 Musketeers, Hubba Bubba, Life Savers, which are anticipated to gain a showcase as part of the company’s Sweets & Snacks Expo preview this month between 13-15 May (see our exclusive video preview below).
Its latest study comes in partnership with Ipsos, which has revealed new data reveals a whopping 95 percent of Americans planning to celebrate Halloween typically purchase some type of candy, with chocolate being the top choice.
According to its findings, for some, the spooky spirit starts frighteningly early, especially Gen Z and Millennials, our Halloween enthusiasts. Nearly 1 in 10 Gen Z and Millennials are already conjuring up their celebrations, and these generations are also most likely to buy seasonal treats as soon as they see them online or in store. Gen Z and Millennials also don’t wait for the leaves to fall to start their Halloween planning—on average, they start planning almost 2 months out. They’re also fueling the rise of the Summerween trend, because why wait until October to indulge in the festivities?
“At Mars, we think about Halloween year-round and increasingly we are seeing consumers embrace the spooky season early as well,” said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America. “As the authority on Halloween, Mars has something for every ghost and ghoul no matter how… or how early… you celebrate this year.”
Notably, according to the “Mars Tricks, Treats and Trends” report, chocolate reigns supreme among Halloween candy, with 80 percent of Halloween candy purchasers reporting they typically buy this perennial favorite. M&M’S—a top brand for Halloween —will release an all-new M&M’S Halloween Blend in Milk Chocolate, Peanut Milk Chocolate and Peanut Butter Milk Chocolate varieties, and is celebrating the return of M&M’S Milk Chocolate Pumpkin Pie for a second year. While chocolate still holds its lead as a favourite across generations, Gen Z and Millennials are more likely to purchase gummy, fruity and sour treats, compared to other generations.
The report also found that half (50 percent) of Halloween candy purchasers typically buy Halloween-themed candy. And Mars has you covered with festive shapes like Snickers Pumpkins, which will debut a new 6-pack offering, and new Fun Size M&M’S Peanut Butter giveaway bags that are perfect for delighting trick-or-treaters. Mars is also bringing back fan favourites Ghoulish Green TWIX and Snickers, along with Skittles Shriekers—bringing a haunting twist to iconic Mars candies.
