Most Americans to Celebrate Halloween With Candy This Year

Candy and chocolate sales are projected to be up 5%.

October 04, 2022

WASHINGTON—Ninety-three percent of Americans intend to celebrate Halloween with their favorite chocolate and candy treats, according to a recent survey from the National Confectioners Association. Whether consumers are enjoying new and innovative offerings or classic candy corn, confectionery is an iconic part of the season’s celebrations.

“The past few years have proven that the confectionery industry is resilient, and Americans remain enthusiastic about enjoying their favorite treats during seasonal celebrations like Halloween with friends and family,” said John Downs, NCA president and CEO. “Chocolate and candy play a special role during the Halloween season in communities across the country—and this Halloween promises to be especially impressive as chocolate and candy companies bring consumers classic, innovative and great-tasting products that enhance the season.”

NCA is projecting a 5% increase in chocolate and candy sales for the 2022 Halloween season. This Halloween season is even sweeter because America’s chocolate and candy companies delivered on their commitment to help consumers manage their sugar intake by providing more transparency, choice and portion guidance options. Eighty-five percent of chocolate and candy sold today comes in packaging that contains 200 calories or less per pack. That number includes individually wrapped products or multipacks that contain smaller packages inside—the perfect size for the 97% of Americans who say they welcome trick-or-treaters with chocolate and candy.

According to IRI, candy, mint and gum (CGM) sales remain in the double digits over a year ago. For the 52 weeks ended September 11, total CMG came in 11.1% ahead of the same time period one year ago. In the latest four weeks, candy sales accelerated to 12.7% versus a year ago. All three areas, chocolate, non-chocolate and gum/breath fresheners gained in dollars, while unit sales were mixed.

NACS State of the Industry data also found double-digit sales growth (13.5%) and increased per store, per month sales from $5,975 to $6,781. From chocolate bars to gummies and sour candies, consumers craved confections during the early days of the pandemic. The good news for convenience retailers is that the momentum for this high impulse-driven category remains strong. Learn more about the category in the article “Candy Delivers Sweet Sales” in the digital October issue of NACS Magazine.