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Brand loyalty remains a top priority for consumers when it comes to Halloween candy shopping, according to a recent study by Trax. The study, which surveyed 12,000 consumers, found that 92% of consumers stick to their favorite candy brands, while 75% make spontaneous purchases. Retail store displays play a crucial role in attracting new consumers, with 68% of respondents citing their importance in their buying decisions.
Popular chocolate brands like M&M’s, Hershey, Reese’s, Snickers, and KitKat topped the list, while sweet brands like Twizzlers, Jolly Rancher, Skittles, Starburst, and Haribo also ranked high. The trend towards better-for-you candy and chocolate options is gaining traction, with brands like SkinnyDipped, barkThins, Tru Fru, Unreal, and Smart Sweets becoming popular choices among consumers.
Despite consumers’ willingness to spend $5-10 on candy products, healthier options tend to be priced higher. For example, Unreal’s Halloween edition Coconut Chocolate Bars and Dark Chocolate Peanut Butter Cups cost $28.48 for two boxes, while a pack of 24 SkinnyDipped Dark Chocolate Cocoa Almonds is priced at $32 on Amazon. The focus on ingredient quality is driving the growth of smaller, health-focused CPGs specializing in better-for-you products, although these brands may face challenges during peak shopping seasons like Halloween and the holidays.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
