The CPG Trend Sheet

Most Recent CPG Trends and Insights

Halloween Candy Sales Trends to Watch in 2024

Halloween is the Super Bowl of candy sales, with October seeing a surge of at least 12% in sales compared to previous months. As candy brands gear up for the spooky season, it’s essential to understand what’s driving these sales and which brands are leading the pack. Here’s a look at the top Halloween candy brands, emerging trends, and how non-candy items are making a splash this year.

Top Halloween Candy Brands in 2024

Several brands dominate the Halloween candy market, with a few continuing to stand out year after year:

  1. Reese’s Peanut Butter Cups: 13% of all Halloween candy sales
  2. M&Ms: 10% of candy sales, overtaking Reese’s in some markets last year
  3. Snickers: 8% of all sales
  4. Sour Patch Kids: 6% of all sales
  5. Butterfinger: Rounding out the top five with a steady performance

Reese’s Peanut Butter Cups consistently rank as the most popular Halloween candy, but last year, M&Ms managed to surpass Reese’s in some markets, capturing 10% of all candy sales in October. Snickers and Sour Patch Kids also remain Halloween staples, while Butterfinger is in the top five. However, this year, we may see a shake-up with emerging brands entering the mix.

Emerging Candy Brands to Watch

This year, Feastables is projected to be a breakout hit for Halloween. The brand has significantly improved its distribution over the last 12 months, positioning itself as a strong competitor in the market. Other trending brands include:

  • Unreal: A slightly healthier, lower-sugar option made with natural ingredients that appeal to health-conscious consumers.
  • See’s Candy: A boutique shop with over 90 years in business, known for premium, handcrafted treats.

These brands reflect consumer demand for healthier, more artisanal candy options, suggesting that Halloween candy doesn’t always have to be about the big names. There’s room for niche players with the proper distribution and marketing strategy.

Popular Halloween Candy and Flavor Trends

While traditional chocolate-based candies remain top sellers, gummy candies are also experiencing a solid uptick in sales during Halloween. Some of the most popular gummy brands include:

  • Starburst
  • Nerds
  • Skittles

These non-chocolate options are gaining popularity, reflecting consumer preferences for variety in their trick-or-treat baskets. Along with these candy favorites, the rise of Halloween “boo baskets” is a trend that’s gaining momentum.

The Rise of Boo Baskets

A combination of Halloween candy, toys, and treats, “boo baskets” have exploded in popularity this year. Parents and gift-givers are embracing this trend, creating personalized baskets full of festive goodies. For candy brands, this presents an opportunity to offer specially packaged products that cater to the boo-basket craze, potentially driving higher sales.

Non-Candy Halloween Hits

Interestingly, Halloween isn’t just about candy anymore. Sales of toys and party favors have surged during the Halloween season, with some categories seeing a 2x increase in sales. Among the most popular non-candy items are:

  • Play-Doh: A fun, non-edible treat for younger children.
  • Party favor toys: Small toys that are perfect for filling party bags or adding to boo baskets.

These items allow brands to expand their product offerings, combining candy with small toys or games to cater to a broader audience.

Conclusion

Halloween is a critical season for candy sales, with Reese’s Peanut Butter Cups, M&Ms, and Snickers dominating the market. However, new players like Feastables and Unreal are making their mark, appealing to consumers looking for something different.

In addition to candy, the growing trend of boo baskets and the increased popularity of non-candy items like toys provide a unique opportunity for brands to expand their Halloween product lines and tap into a broader range of customer preferences.

For candy brands looking to maximize their Halloween sales in 2024, keeping an eye on emerging trends and consumer demands is crucial. Whether it’s traditional chocolate, gummy candies, or boo baskets, there are plenty of ways to capitalize on the Halloween season.

For more insights into real-time consumer trends and detailed sales data, contact Evidnt and explore how we can help your brand thrive in the competitive Halloween market!

Sign up for 
The Evidnt CPG Trend Sheet​