Halloween candy may be looking a little different this year. According to industry data, seasonal non-chocolate candy sales were up 4.5% while chocolate candy sales dropped 13.7% through mid-September. With chocolate prices still elevated after a late-2024 peak, manufacturers are adapting. “Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” said National Retail Federation Vice President Katherine Cullen in a statement to FoodDive
Candy makers are responding by pushing smaller-sized chocolates and fruity alternatives. Though chocolate remains the projected top treat for the season, the shift to mini formats is notable: “Sales of smaller-sized Halloween chocolates are up over the same period last year,” according to research firm Circana. Seasonal packaging and novel shapes — ghost-shaped pieces, vampire wafers and Halloween-themed wrappers — are also helping drive consumer interest.
Despite the price pressures, the holiday’s candy business remains robust, and companies say they’re well-positioned. “We feel really good that there are plans in place to deliver another strong Halloween in ’25,” said former Hershey Company CEO Michele Buck. With consumers increasingly paying attention to both value and novelty this year, the candy aisle looks set for a seasonal recalibration.
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