Non-Chocolate Candies Gain Popularity Amid Rising Cocoa Prices

Trick-or-treaters this Halloween may notice a shift in their candy bags, with a greater presence of fruity and gummy candies compared to previous years. This trend aligns with a growing consumer preference for non-chocolate confections, particularly among younger demographics.

In 2024, chocolate accounted for 52% of the total volume of Halloween candy sold in the U.S. However, in the 12 weeks leading up to October 5, 2025, this figure declined to 44%, according to Dan Sadler, a principal for client insights at market research firm Circana.

The decrease in chocolate candy sales is partly attributed to rising cocoa prices. Between January 2023 and January 2025, global cocoa prices more than quadrupled due to poor harvests in West Africa, which produces 70% of the world's cocoa. Consequently, the average price of chocolate Halloween candy in the U.S. reached $8.02 per pound in the 12 weeks preceding October 5, while non-chocolate candy averaged $5.77 per pound, as reported by Sadler.

In 2024, Americans spent $7.4 billion on Halloween candy, representing 18% of all candy sales that year. Major manufacturers have adjusted their production in response to these trends. For instance, Mars Inc. produces 30 million M&M's daily at its Topeka, Kansas facility, and began rolling out Halloween candy to U.S. stores on July 5 this year.

Consumer behavior also reflects these shifts. In 2024, 61% of U.S. consumers purchased candy for trick-or-treaters, while 45% bought Halloween candy for personal consumption. Hershey led the market with a 40.8% share in Halloween candy sales, with its assortment—including Reese’s, Kit Kat, and Almond Joy—being the top seller.

The National Confectioners Association reported a 4.9% growth in dollar sales of non-chocolate candy in 2024, compared to a 0.4% increase in chocolate candy sales. This indicates a notable shift in consumer preferences towards non-chocolate options during the Halloween season.