Halloween Candy Will Be Less Chocolate, More Gummies This Year

Chocolate bars might be scarce this year for trick-or-treaters. According to research done by Circana, a market analysis firm, candy companies focused on producing less-expensive gummies and licorice for the 2024 Halloween season instead of chocolate-based treats.

Part of the shift is being led by changing consumer tastes. People are seemingly craving more limited editions and special varieties these days, such as candy maker Mondelez’s Sour Patch Kids’ apple harvest flavor.

Rising costs of chocolate production have also influenced candy makers this year. Over the past two years, bad weather patterns have disrupted cocoa bean cultivation in West Africa, where 70% of the world’s supply comes from. Reduced cocoa bean production has translated to higher prices for the ingredient, pushing manufacturers toward producing lower-cost non-chocolate confections.

“Chocolate candy, there’s just not as many items per retailer on shelf,” said Dan Sadler, principal of client insights at Circana, who focuses on confection. “We’re seeing double-digit increases in non-chocolate items.”

Even Hershey is moving with the trend. The candy giant introduced Reese’s Werewolf Tracks topped with vanilla crème (rather than chocolate) and a new cinnamon toast-flavored KitKat for this year’s Halloween.

Halloween Is Crucial for Candy Retailers

Candy plays an essential role during the holidays, with Halloween being the biggest selling season of the year. The National Retail Foundation (NRF) expects spending to reach as high as $11.6 billion for Halloween 2024. Last year, spending broke records, hitting just over $12 billion in total sales for the season.

“It is clear Halloween candy is a bona fide retail phenomenon in 2024, with demand from consumers starting earlier in the year and extending festivities far beyond October 31,” said National Confectioners Association CEO John Downs. 

To take advantage, retailers are putting Halloween candy on shelves earlier and earlier each year. Grocery giant Kroger began selling Halloween candy alongside back-to-school supplies, reportedly sooner than the chain ever has in the past.

The NRF also found that around 47% of consumers started shopping for Halloween items even before October began — a trend likely encouraged by retailers looking to get a head start on Halloween profits months before the actual holiday.