Mars is celebrating being “Halfway to Halloween” by unveiling its 2025 holiday candy lineup alongside the second annual Mars Tricks, Treats and Trends report, according to a press release.
The report found that 95% of Americans planning to celebrate Halloween “typically purchase some type of candy, with chocolate being the top choice.”
The report also highlighted that nearly 1 in 10 Gen Z and Millennials will buy seasonal treats as soon as they see them online or in store. Gen Z and Millennials also start planning almost two months out on average.
“At Mars, we think about Halloween year-round and increasingly we are seeing consumers embrace the spooky season early as well,” said Tim LeBel, chief Halloween officer and president of sales at Mars Wrigley North America. “As the authority on Halloween, Mars has something for every ghost and ghoul no matter how... or how early... you celebrate this year.”
The report also found that half (50%) of Halloween candy purchasers typically buy Halloween-themed candy.
“Mars is a top choice for variety packs during Halloween and this year there are even more options for every chocolate, fruity and gummy fan. With Gen Z and Millennials more likely to purchase fruity treats compared to other generations, Mars is releasing additional combinations of fruity fan-favorites that are scary good, such as Starburst, Starburst FaveREDs, Skittles and Skittles Wild Berry,” the manufacturer said.
The brand said the complete 2025 Mars Halloween product lineup will include:
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Returning Seasonal Staples: M&M'S Milk Chocolate Pumpkin Pie, Snickers Pumpkins, Twix and Snickers Ghoulish Green, Skittles Shriekers
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New Variety Packs: Starburst, Starburst FaveREDs, Skittles, Skittles Wild Berry; Snickers, Milky Way, Twix, 3 Musketeers; Hubba Bubba, Life Savers, Starbursts; M&M’S, Starburst, Skittles, Snickers