In celebration of Halfway to Halloween—the unofficial kick off to spooky season—the “Mars Tricks, Treats and Trends” report has returned to unmask consumer insights around Halloween.
For Mars, planning for each Halloween season is a two-year process, which includes working with its retail partners to understand the latest seasonal trends and consumer behaviors.
The “Mars Tricks, Treats and Trends” report, developed in partnership with Ipsos, returns with spook-tacular consumer insights around the biggest treating occasion of the year. According to the report, 78 percent of Americans are planning to celebrate Halloween and 95 percent of celebrants typically purchase candy for the occasion. The below findings can help retailers prepare for the season.
The Halloween spirit is already here
Halloween celebrations are already underway for some, with nearly 1 in 10 Gen Z and Millennials already conjuring up their celebrations. These generations are also more likely than Gen X and Boomers to plan to buy Halloween candy as soon as they see it online or in store—just in time for trending moments like Summerween and Augtober. With planning starting earlier and shopping timeframes lasting longer, retailers have more opportunities than ever to engage shoppers and grow baskets.
Festive treating can create small moments of joy
With seasonal celebrations and festivities starting earlier, products that provide shoppers with festive visual cues can help deepen emotional connections. The “Mars Tricks, Treats and Trends” report found that 50 percent of Halloween candy purchasers typically buy Halloween-specific candy, from nostalgic familiar flavors to exciting new festive formats and shapes.
Mars has shoppers covered with festive shapes like SNICKERS® Pumpkins, which will debut a new 6-pack offering, and packaging options like new M&M’S® Peanut Butter Fun Size giveaway bags. M&M’S®—a top brand for Halloween—will release an all-new M&M’S® Halloween Blend in Milk Chocolate, Peanut Milk Chocolate and Peanut Butter Milk Chocolate varieties. Festive Fall favorite M&M’S® Milk Chocolate Pumpkin Pie will also return for a second year.
Spooky traditions shaping celebrations
Many see Halloween as a time to socialize with friends, family and the community. The “Mars Tricks, Treats and Trends Report” identified the top Halloween rituals, which include passing out treats to trick-or-treaters (44 percent), decorating your home (41 percent) and treating yourself to Halloween candy (40 percent).
The report also found that Gen Z and Millennials are more likely than Gen X and Baby Boomers to celebrate Summerween, dress up in a costume or socialize at their house or a friend’s. To help attract younger generations of Halloween shoppers, retailers can lean into social occasions when merchandizing the season.
Stocking shelves to meet consumer demand
While Gen Z and Millennials are more likely than Gen X and Baby Boomers to purchase gummies, fruity and sour treats, all generations seem to agree that chocolate holds the throne when it comes to Halloween. According to the recent Mars and Ipsos report, 80 percent of Halloween candy purchasers say they typically purchase this perennial favorite.
Meeting these evolving consumer preferences means offering even more variety within the seasonal aisle. Mars partners with retailers to stock their shelves with the insight-backed innovations that consumers are looking for. And as a top choice for variety packs during Halloween, Mars is releasing additional combinations of fruity fan-favorites, such as STARBURST®, STARBURST® FaveREDs, SKITTLES® and SKITTLES® Wild Berry, along with new variety packs with both fruity and chocolate treats, to ensure there is something for everyone.
You won’t want to miss these eerie-sistible treats from Mars, which will start appearing on shelves later this summer as retailers plan for another exciting Halloween season.