NEWARK | Mars celebrated the halfway mark to Halloween with spooktacular confectionery trends leading into the big night.
As the authority on Halloween, Mars has produced the most candy ever at its Halloween Headquarters this year and was ready to share the sweetest stats of the season.
According to InMarket, nearly nine in ten Halloween celebrators plan to spend the same or more than last year. NRF data showed that Halloween spending expectations remained high, with $3.5B expected to be spent on candy in 2024.
These insights mirrored trends Mars Wrigley has been seeing with its inaugural “Mars Tricks, Treats and Trends” report, which found that 85 percent of those planning to celebrate Halloween this year either plan to go bigger or retain similar plans to last year.
“With trends like Summerween and Augtober, we know consumer excitement for the Halloween season started early this year, and we loved seeing it. While Mars Wrigley was ready to meet early enthusiasm with shipments beginning in July, we’re officially in full swing at the Halfoween mark,” said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America.
“With more than 100 products in our Halloween lineup, including new seasonal treats like M&M’S Milk Chocolate Pumpkin Pie and revamped variety bags that include on-trend fruity and chocolate mixes — there’s something for everyone on the shelf from now until the 31st and beyond.”
By celebrating Halfway to Halloween in May, Mars was ahead of the “Summerween” trend seen across major retailers. Data showed consumers were excited to celebrate Halloween and extend the season alongside retailers.
According to Morning Consult, 68 percent of consumers reported being more inclined to make a Mars-related purchase because of the company’s earlier Halloween celebrations than in previous years.
This number was even higher when specific to M&M’S, in which 72 percent of consumers reported being more inclined to make an M&M’S related purchase because of the brand’s earlier Halloween celebrations than in previous years.
SNICKERS was the most often heard of candy among consumers (90 percent). This year, Mars tapped into SNICKERS love with SNICKERS Ghoulish Green Fun Size, SNICKERS Shapes and a SNICKERS Halloween Candy Resealable Bucket, which contained over six pounds of Fun Size SNICKERS.
According to the "Mars Tricks, Treats and Trends " report, while chocolate was generally preferred among all candy purchasers (88 percent), gummies were a favourite among younger generations (56 percent Millennials and 60 percent Gen Z).
This year, Mars met the growing demand for gummies with various bags that mixed Mars brands like TWIX, SNICKERS, LIFE SAVERS, and SKITTLES Gummies.
For fans of sour and fruity confections, SKITTLES Shriekers will surely delight. Hidden inside each pack of Shriekers are super-sour SKITTLES that appear to look like the rest yet bring an unpredictable punch of sour flavour to make even the most fearless candy fan shriek.
M&M's brought back the Halloween Rescue Squad to rescue even more consumers from the scariest scenario possible: running out of candy on Halloween night.
The “Mars Tricks, Treats and Trends” report found that 78 percent of consumers were most anxious about running out of candy, making it the top cause of Halloween anxiety. M&M's will debut the first-ever Halloween Rescue BOOths in Philadelphia and New Jersey.
For Halloween treaters not in those markets, M&M's Rescue Squad, in partnership with GoPuff, is on call to restock the candy bowls of consumers across the county who dipped into their candy stash too early or underestimated the number of trick-or-treaters to show up at their door.
More insights here
