2025 is expected to be a record year for candy sales despite rising chocolate prices and inflation woes, reported The New York Times, with the National Confectioners Association (NCA) forecasting $3.9 billion will be spent on Halloween candy alone this year.
“This year, Reese’s peanut butter cups dominate as the top Halloween candy choice, and gummies continue to climb in popularity, especially among Generations Z and A. But new favorites are beginning to emerge,” NYT wrote.
The outlet noted a few key themes in candy this year, including flavor maximalism, which combines amped-up flavors and textures. For example, earlier this season, Ferrara launched its new Nerds Juicy Gummy Clusters, which are “double the size” of a regular Nerds Gummy Cluster and have a drop of juice in the center.
“It’s crunchy, thanks to colorful Nerds candies that deliver a bold pop of texture. At the core, it’s gummy, with a chewy, strawberry punch flavor that wraps around a juicy center with delicious flavor,” Ferrara said.
Freeze-dried candy is also still hot right now. M&M’s rolled out its latest innovation, M&M’s POP’d, this month, the brand’s first-ever freeze-dried candy. “M&M’s POP’d Caramel features the classic caramel flavor fans love in an unexpectedly light, crispy and crunchy new texture,” Mars said.
The company said M&M’s new freeze-dried candy platform taps into a growing consumer desire for exciting and novelty textures and treats.
Meanwhile in the chocolate category, “the sale of chocolate Halloween candy is one barometer of how a segment of America is coping with inflation,” NYT wrote. Figures from Circana show that the price of chocolate candy has risen almost 29% over the start of the Halloween season last year.
“Compared to last year, we are seeing smaller-sized Halloween chocolate items,” said Sally Lyons Wyatt, the global executive vice president and chief adviser for consumer goods and food service at Circana.
When it comes to better-for-you alternatives, sales of “healthier” versions of candy that are lower in sugar and free of artificial colors are up 54%, per NYT. Brands such as Kraft Heinz, PepsiCo, Conagra Brands and more are working to phase out synthetic dyes in their products.
Read more about how the pandemic and economy have changed candy consumers’ preferences and how retailers and manufacturers have pivoted to make the most of it in the October 2025 NACS Magazine cover story: “Sweet Truths About America’s Sweet Tooth.”