Article
America’s Favorite HALLOWEEN Candy Treat…and Why?
Field Agent
June 25, 2019
Monday is Halloween, and, as I write, shoppers across the nation are shuffling into stores to purchase candy treats. Indeed, some 65% of Halloween households wait until mid-October to buy their trick-or-treats.
So which candy categories and brands will make a scary good showing on Halloween night…and why?
To explore this question, Field Agent surveyed 725 U.S. households. As the chart shows, 3-of-4 (74%) will distribute chocolate bars this year, followed closely by soft, chewy candy at 72%.
But what about specific candy brands? Field Agent assembled a list of eight popular chocolate candy brands as well as eight popular non-chocolate brands. “Which of these,” the mobile research firm asked, “would you be most likely to purchase and pass out to trick-or-treaters?”
The winners: Reese’s Peanut Butter Cups in the chocolate category, Skittles in the non-chocolate category.
Of course, this still leaves the why question.
Why Do Halloween Households Choose Certain Candy Treats?
Field Agent followed the questions above with a free form, open-ended query: “Why did you choose these candy brands?”
Emphatically, one theme stood out from all the rest: self-interest!
It appears Halloween is not just “about the kids”; it’s also about satisfying one’s own sweet tooth.
Field Agent’s research found many households ask two basic questions when purchasing Halloween candy treats:
Is it a personal favorite of mine/ours?
Will I/we enjoy eating the leftovers?
Simply put, brands like Reese’s Peanut Butter Cups and Skittles are popular at Halloween probably because they’re popular other times of the year.
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Is it a personal favorite of mine/ours?
Will I/we enjoy eating the leftovers?
Simply put, brands like Reese’s Peanut Butter Cups and Skittles are popular at Halloween probably because they’re popular other times of the year.
Want More Insight into Shoppers? Subscribe Today!
The Field Agent Blog publishes a steady stream of original content throughout the year. From "rapid response" insights to best-in-class retail reports, the Field Agent Blog is a great way to stay on top of the ever-changing retail industry.
