Listen to this articleThe basics:
- 62% of adults say Halloween is as much for them as for children
- Nostalgia motivates 60% of adults to celebrate with candy indulgence
- Full-size, premium chocolate bars top adult candy choices
- Mars & Ferrero release seasonal products, including “Summerween” items
Halloween isn’t just for kids, according to a new seasonal trend report from Ferrero North America.
After conducting a nationwide consumer survey of individuals ages 18 and up, the Parsippany-based confectionary giant found that adults are increasingly embracing the spookiest day of the year.
In fact, 62% of respondents believe Halloween is as much for adults as it is for children, and 47% named Oct. 31 as their favorite holiday. Additionally, 54% feel they deserve their own adult Halloween night without child care responsibilities.
Ferrero said it found 60% of survey participants said they enjoyed celebrating Halloween for nostalgic reasons. Among parents, that percentage jumps to 68%, according to Ferrero.
Chad Stubbs, the company’s chief marketing officer, remarked, “Last year we identified the emerging ‘Adultoween’ trend, and now we’re seeing it evolve into a full cultural movement. Adults aren’t just participating in Halloween anymore — they’re truly embracing it as their own holiday. From carving out child-free celebrations to curating personal candy collections, adults are rediscovering the magic of Halloween in their own way.”
Sweet but serious
Because 63% regard Halloween as a prime time for guilt-free candy indulgence, two-thirds of adults purchase sweets even if they don’t expect trick-or-treaters to ring the doorbell.
Additionally, 71% of parents buy extra candy for themselves, “just in case,” and 64% of moms and dads say they’re entitled to enjoy their children’s leftover Halloween hauls, the survey said. Ferrero noted that men (65%) are more likely to pick up more candy at the store to save for themselves compared to women (55%).
As for what kind of candy adults want, Ferrero said full-sized candy bars (76%), premium chocolate bars (72%) and nostalgic childhood flavors (67%) are at the top of the list.
According to Ferrero, 52% of men said they’d splurge on premium goodies to achieve “good candy house” status among trick-or-treaters. Only 41% of women said they’d spend extra for that reputation, Ferrero said.
Also, 21% of men reported judging neighbors by candy quality. Women are more forgiving, with just 15% saying similar, Ferrero said.
Golin, in partnership with Dynata, conducted the online survey of 1,000 adults Sept. 4–9, according to Ferrero.
Ferrero – which started in 1946 as a small pastry shop in Alba, Italy – has grown to become a global leader in sweet-packaged foods, including confectionery, biscuits, ice cream and better-for-you-snacking, with over 35 brands sold in more than 170 countries.
Since entering the North American market in 1969, Ferrero now has more than 5,400 employees in eight offices as well as 15 plants and warehouses in the U.S., Canada and the Caribbean. The North American division’s lineup also include Nutella, Nestle’s U.S. candy business, Kellogg’s fruit snacks and cookies division, and Ferrara Candy Co.
The company’s recently released Halloween collection features new marshmallow-flavored Butterfinger, white chocolate Crunch bars, orange fudge-drizzled Keebler Stripes cookies, Kinder Bueno Halloween snack size bags, Kinder Joy glow-in-the-dark Halloween eggs and Tic Tac Trick or Treat candies.
The rise of ‘Summerween’
Candy is expected to account for about one-third of the $13 billion Americans are projected to spend to celebrate Halloween this year, according to the National Retail Federation.
In case of emergency
Newark-based Mars is again partnering with digital delivery service Gopuff to provide free M&M’s delivery in 30 minutes or less on Halloween night. Keep reading.
While chocolate remains the most popular Halloween treat, Newark-headquartered candy giant Mars Wrigley says it’s noticing a shift among younger generations toward gummy, fruit and sour tastes. The company’s portfolio includes M&M’s, Snickers, Kind, Dove, Twix, Extra, Skittles, Starburst, Life Savers and Hubba Bubba.
As part of a bid to capitalize on the busy season, Mars is offering more than 90 products this fall. That includes a mix of returning favorites, like pumpkin-shaped Snickers and pumpkin pie-flavored M&M’s, to new seasonal packaging and variety packs.
The company also released its seasonal lineup earlier than ever in response to the growing trend of consumers celebrating Halloween in the summer (“Summerween”).
Tim LeBel, Mars president of sales and chief Halloween officer, recently shared, “Halloween is evolving, and today’s consumers are making the season their own. We’re seeing new rituals take shape, and if you’re ready to celebrate, Mars is here to lead the way with iconic treats and seasonal sweets.”
