USA | Mars is celebrating Halfway to Halloween again by unveiling its 2025 Halloween line-up alongside the second annual “Mars Tricks, Treats and Trends” report.
Fueled by consumer insights, Mars has conjured up eerie-sistible seasonal offerings you won’t want to miss.
In partnership with Ipsos, Mars is again delving into the delicious details of how Americans plan, celebrate, and stock up on candy for the biggest treating occasion of the year: Halloween.
The new data revealed that 95 percent of Americans planning to celebrate Halloween typically purchase some type of candy, with chocolate being the top choice.
In it for the long haunt
For some, the spooky spirit starts frighteningly early, especially Gen Z and Millennials, the Halloween enthusiasts. Nearly one in ten Gen Z and Millennials are already conjuring up their celebrations, and these generations are also most likely to buy seasonal treats as soon as they see them online or in store.
Gen Z and Millennials also don’t wait for the leaves to fall to start their Halloween planning, on average, they start planning almost two months out. They're also fueling the rise of the Summerween trend, because why wait until October to indulge in the festivities?
“At Mars, we think about Halloween year-round and increasingly we are seeing consumers embrace the spooky season early as well," said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America.
“As the authority on Halloween, Mars has something for every ghost and ghoul, no matter how or how early you celebrate this year.”
Chocolate holds the throne
According to the “Mars Tricks, Treats and Trends” report, chocolate reigns supreme among Halloween candy, with 80 percent of purchasers reporting they typically buy this perennial favourite.
M&M’S will release an all-new M&M’S Halloween Blend in Milk Chocolate, Peanut Milk Chocolate and Peanut Butter Milk Chocolate varieties, and is celebrating the return of M&M’S Milk Chocolate Pumpkin Pie for a second year.
While chocolate still holds its lead as a favourite across generations, Gen Z and Millennials are more likely to purchase gummy, fruity, and sour treats than other generations.
Themed sweets make for an exciting treat
The report also found that half of the purchasers typically buy Halloween-themed candy. Mars has you covered with festive shapes like SNICKERS Pumpkins, which will debut a new 6-pack offering, and new Fun Size M&M'S Peanut Butter giveaway bags, perfect for delighting trick-or-treaters.
Mars is also bringing back fan favourites Ghoulish Green TWIX and SNICKERS, along with SKITTLES Shriekers, bringing a haunting twist to iconic Mars candies.
Frightfully fun variety packs
Mars is a top choice for Halloween variety packs, and this year, there are even more options for every chocolate, fruity, and gummy fan.
With Gen Z and Millennials more likely to purchase fruity treats than other generations, Mars is releasing additional combinations of scary-good fruity fan favourites, such as STARBURST, STARBURST FaveREDs, SKITTLES, and SKITTLES Wild Berry.
With the release of the latest report and innovative product offerings, Mars remains committed to delivering seasonal excitement, quality treats, and insights into treating moments.
