The National Confectioners Association (NCA) conducted a survey to begin the 2023 Halloween season and better understand consumer attitudes and behaviors related to the holiday.
They aim to uncover new consumer insights, including that 98% of Americans who welcome trick-or-treaters will hand out chocolate and candy.
The National Confectioners Association is the leading trade organization for the U.S. confectionery industry, generating $42 billion in retail sales annually. NCA advocates for an environment that enables candy makers to thrive and works to ensure that chocolate, candy, gum, and mints are celebrated for their contributions to culture, society, the economy, and everyday moments of joy.
The main result of the NCA survey is that 93% of Americans say they’ll share chocolate and candy with friends and family to celebrate Halloween 2023.
Chocolate and candy are essential in special occasions, seasonal celebrations, and the American economy. The Halloween season is integral to that, driving about $6 billion in confectionery retail sales each year.
“The Halloween season is a cherished tradition that is enhanced by the central role that chocolate and candy play in making it fun, exciting, and special for consumers all across the country,” said John Downs, National Confectioners Association president & CEO. “The excitement around the Halloween season has increased in recent years, resulting in consumers starting their celebrations sooner than in years past – with seasonal chocolate and candy, décor, costumes and supplies hitting store shelves beginning earlier and earlier. Our member companies are collaborating in big ways with our retail partners and sharing in the enthusiasm by ensuring that the classic and innovative treats consumers know and love are available as this major cultural moment of Halloween gets underway.”
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Other insights from the NCA survey:
- 70% of consumers celebrating Halloween say the best way to enjoy treats is with friends and family.
- 62% of Americans are looking for treats with a creepy or scary theme.
- 60% of parents steal Halloween treats from their kids’ stash.
- A time-honored tradition of the Halloween season is trading candy with family and friends. Opinions abound on the ultimate deal, but most Americans agree they’d trade away some of their gummy candy in exchange for a chocolate treat.
- The top three #HalloweenTreats are chocolate, followed by gummy candy. And rounding out the top three is the iconic treat for the season: candy corn.
Survey Methodology: NCA’s Seasonal Survey was conducted in July 2023 by 210 Analytics, LLC using a self-administered, online questionnaire. The sample of 1,500 individuals mirrors the U.S. population regarding key demographics, including age, income, ethnicity and region, with an oversample of 500 parents.