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Hip, hip hooray

Halloween is near

It’s not the ghoulies,

Ghosties or monsters I fear

But the 10 Lbs. of candy

That will go to my rear.

-Unknown

Halloween will be here before we know it. Are retailers stocking the right product to fill Halloween candy bowls? What should retailers expect from consumers who will celebrate this year? We will take a look at people who celebrate Halloween, spending trends and what candy hits the sweet spot for trick-or-treaters and shoppers.

Celebrating Halloween

In 2017, a record number of people celebrated Halloween—179 million.

Halloween is popular with many age group. Here’s the rundown of how many people in different age groups celebrate Halloween:

• 85% of 18-24 year-olds
• 77% of 25-34 year-olds
• 71% of 35-44 year-olds

84% of U.S. households planned to pass out candy in 2017, making it the No. 1 planned Halloween activity. It trumped decorating, dressing up and attending parties. There are 41.1 million children of trick-or-treating age in the U.S.

Spending for Halloween

Overall Halloween retail spending reached a record high in 2017. Consumers spent $9.1 billion, spending an average of $86.13 each, which is another record.

Candy is the second-biggest Halloween expense, with costumes at No. 1. Shoppers spent $2.7 billion on Halloween candy in 2017 with the average individual spending about $25 each on Halloween candy.

Most shoppers prefer to buy their candy from a brick and mortar store. Just 11% of shoppers expected to purchase consumable treats online in 2017.  25% of shoppers get their Halloween supplies from a grocery store, making it the 3^rd most popular shopping destination (behind discount stores and Halloween stores).

Most consumers wait until Halloween to start shopping for the occasion. Here’s the breakdown of when people start Halloween shopping:

• 6% start before September
• 28% during September
• 41% first week in October
• 25% last two weeks in October

The top factors when deciding which treat/s to buy:

• 61% affordability/low cost
• 60% something I/my family likes
• 43% taste
• 35% being perceived as a good treat-giver
• 32% brand name
• 30% Halloween-themed packaging
• 29% in-store convenience
• 18% tradition
• 14% kids chose treat
• 4% nutrition

Candy for Halloween

What’s the best Halloween candy? Both trick-or-treaters and shoppers show clear preferences.

85% of Americans hand out snack-size or miniature-sized candy as Halloween treats and 60% of consumers prefer their candy to be in Halloween wrapping/packaging.

Consumers’ favorite types of Halloween candy:

• 68% chocolate
• 10% candy corn
• 9% other (licorice, lollipops,
• 7% chewy candy
• 7% gummy candy

*numbers add up to 101% in the National Confectioner Association’s survey results post

The top treats consumers planned to hand out to trick-or-treaters last year:

• 67% chocolate bars
• 65% soft/chewy candy
• 59% chocolate candy
• 47% hard candy
• 25% gum
• 20% salty snacks
• 15% toys/novelties
• 9% mints
• 8% baked items
• 4$ beverages
• 4% fresh fruit/fruit cups

The top chocolate candy brands planned to hand out to trick-or-treaters in 2017:

• 79% Reese’s Peanut Butter Cups
• 79% Kit Kat
• 77% Snickers
• 76% M&Ms
• 66% Hershey’s Chocolate Bars
• 56% Butterfinger
• 53% 3 Musketeers
• 45% Crunchbars
• 6% Other

The top non-chocolate candy brands planned to hand out to trick-or-treaters:

• 75% Skittles
• 71% Starbursts
• 50% Twizzlers
• 44% Jolly Rancher
• 43% Sweetarts
• 43% Sour Patch Kids
• 29% LifeSavers
• 2% Other