The countdown to Halloween has already begun. With “Summerween” and “Augtober” trending last month, people are not letting warm weather keep them from celebrating this fan-favorite holiday. As the authority on Halloween and maker of some of the world's most beloved treats and snacks, Mars Wrigley is helping grocers prepare for candy’s biggest moment with insights around how consumers plan, shop and celebrate the season with its inaugural “Mars Tricks, Treats and Trends” report. And it should come as no surprise that the data shows that consumers are planning months in advance for Halloween.
The report serves as a resource for grocers, retailers and the industry, delving into consumer Halloween preferences and uncovering insights and emerging patterns in consumer behavior and purchase decisions leading into, and during, the season. From trick-or-treat plans to Halloween flavor and format preferences, the report provides a first look at this year’s anticipated trends, including “spook-tacular” takes on generational Halloween insights.
"Our innovative, on-trend Mars Halloween 2024 line-up is the perfect pairing for the extended Halloween season," said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America. "Our Mars offerings inspire moments of everyday happiness from the first bake sale and big tailgate of fall to Halloween celebrations like trick-or-treating, hosting a party and being the best house on the block."
The report, developed in partnership with Ipsos, looks at attitudes among American adults who plan to celebrate Halloween, and resulting data shows that consumers see candy as the No. 1 contributor to a positive Halloween experience.
How grocers can tap into Halloween rituals to meet consumer demand
Data from the "Mars Tricks, Treats and Trends" report finds that of those planning to celebrate Halloween, Passing Out Candy (52%), Dressing Up (36%) and Social Gatherings (35%) make up the top ways to celebrate. Additionally, more than three-quarters (76%) of consumers who plan to celebrate Halloween purchase candy to give out through trick-or-treating or in bowls for hosting, and more than half purchase to self-treat (53%).
Brick-and-mortar is a mainstay this spooky season
Among those who plan to purchase candy throughout the season, 59% plan to buy candy in store. What’s more, the data shows in-store shoppers are on average more concerned about running out of candy. Beyond in-store, those who plan to buy candy both in store and via online channels are particularly interested in Halloween-specific candy (61%), such as new M&M’S® Milk Chocolate Pumpkin Pie or SNICKERS® Pumpkins.
Innovations sparked by evolving taste preferences, including new variety bags
The report also found that most consumers who plan to purchase candy (55%) look for variety bags with a blend of fruity and chocolate candies. Mars Wrigley is making the Seasonal aisle more shopper friendly by expanding variety bags into fruity and designing mixes of fruity and chocolate to meet consumer needs. Mars is meeting the demand with variety bags that mix Mars brands like TWIX®, SNICKERS®, LIFE SAVERS® Gummies and SKITTLES® Gummies. And the 75% of candy purchasers who look to celebrate Halloween with fun size candies can rest assured—fun size remains the star of Mars Halloween variety bags.
While chocolate reigns supreme, gummies are a fan favorite
Chocolate is generally preferred among all candy purchasers (88%) as the reigning favorite flavor of Halloween, but gummies are a favorite among younger generations (56% Millennials and 60% Gen Z). Gummies are a continued rising trend and a Gen Z favorite—Gen Z is the most likely generation to purchase gummies for Halloween. Mars is meeting these evolving preferences through its variety of offerings for the Halloween season.
To explore insights from the “Mars Tricks, Treats and Trends” report and learn more about Mars Wrigley’s complete 2024 Halloween product lineup, visit marswrigleyhalloween.com/marstrickstreatstrends.
Ipsos survey methodology:
These are some findings from an Ipsos survey, conducted on behalf of Mars, Incorporated, among n=2,256 adults in the U.S., age 18 and up, who indicate plans to celebrate Halloween. The survey was conducted online, in English, between April 11-16, 2024. The starting sample for the survey was a representative sample of n=3,000 U.S. adults, including an oversample of n=105 Gen Z adults, who were then screened on how, if at all, they plan to celebrate Halloween. The credibility interval, a measure of precision used for online, non-probability polls, for this survey is plus or minus 2.5 percentage points.
