During Halloween, Americans buy chocolate candy at almost a 2:1 ratio. But the growth market is in non-chocolate candy and Americans are buying less and less candy corn, consumer data shows, and more gummies and marshmallows.
Americans can’t get enough of Halloween candy. Halloween candy sales grew 14% between 2021 and 2022 and this year is on track to be the same. In 2022, US consumers dropped more than $3.7 billion on candy during the six-week period before the holiday. Consumers favorite candy? Chocolate, which Americans bought at almost a 2:1 ratio. And in the world of chocolate, milk chocolate is king: more people bought milk chocolate last Halloween season than all other non-chocolate candy combined.
“You can coat it with sugar, you can colorize that sugar, you can color the inside of it. You can make it into different shapes. There is a lot of flexibility that you can have with marshmallows.” Nostalgia, not taste “The flavor is very, very sweet,” said Susan Benjamin, a candy historian and president of the True Treats candy store in West Virginia. “But it’s not really describable sweetness. And often it sort of defies what it should look like.
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