Halloween Treats and Trends: Mars Unveils 2025 Report

As a food and beverage professional, staying ahead of consumer trends is crucial for success in the industry. One key seasonal event that drives significant sales in the confectionery sector is Halloween. Global confectionery leader Mars has recently released its second Mars Tricks, Treats, and Trends report, highlighting the importance of the spooky season for the industry. Let’s delve into the insights from the report and explore how Halloween is shaping the future of snacking demands.

Halloween a key growth driver for US confectionery sales

• In 2024, 94% of Americans celebrated Halloween by sharing chocolate and candy with friends and family.
• The confectionery industry is working to meet consumer demands with products that enhance the spooky season experience.
• Halloween sales topped $7.4 billion last year, a 2.2% increase over 2024.
• The big four candy seasons accounted for 62% of all confectionery sales in 2024, highlighting the significance of seasonal celebrations in driving sales.
  

  The stretched season effect
  

• Evolving consumer behaviors and stretched holiday seasons are shaping future snacking demands.
• Mars’ Halfway to Halloween marketing campaign showcases the success of stretching out the season for increased sales.
• Chocolate remains a top choice for Halloween treats, with M&M’S introducing new products to cater to consumer preferences.
• Gen Z and Millennials are more likely to opt for gummy, fruity, and sour treats, reflecting changing consumer preferences.
• Mars is re-envisioning its candy creations with Halloween-inspired designs and shapes to appeal to seasonal shoppers.
  

  Halloween goods at the Sweets & Snacks Expo
  

• Mars introduced new innovative products at the Sweets & Snacks Expo to align with consumer trends.
• The focus on better-for-you options, adventurous textures, and chocolate’s popularity reflects Mars’ commitment to meeting consumer demands.
• New product launches include plant-based gummies, freeze-dried candy, and innovative chocolate offerings like Peanut Butter & Jelly M&M’s.
• The introduction of seasonal shapes and flavors in candy brands like Snickers caters to holiday themes and consumer preferences.

  Industry Analysis:

  The release of Mars’ 2025 Tricks, Treats, and Trends report underscores the importance of seasonal celebrations like Halloween in driving confectionery sales. With consumers actively seeking out festive treats and unique offerings, the industry is adapting to meet changing demands. The focus on innovative products, better-for-you options, and seasonal themes reflects a strategic approach to staying relevant in the market.

  Looking ahead, the success of Mars’ Halloween campaign and product launches could set a trend for other confectionery brands to follow. By tapping into consumer preferences and capitalizing on seasonal celebrations, companies can drive growth and maintain a competitive edge in the food and beverage industry. As supply chains, pricing strategies, and trade dynamics evolve, embracing seasonal trends like Halloween could be a key factor in shaping the future of the global food and beverage industry.