Ferrero® has unveiled new survey findings that highlighted a significant trend: Halloween has transformed into a holiday not just for children but also for adults, who are increasingly participating in the festivities.
"Halloween has traditionally been thought of as a children's holiday, but we're seeing a growing trend of adults fully embracing Halloween for themselves," said Neal Finkler, Vice President of Marketing. "It's no longer just about creating a fun experience for kids with candy, costumes, and decor—adults are indulging more than ever and using Halloween as an opportunity to celebrate and enjoy their favorite treats. We're making sure our products and marketing help these adults enjoy Halloween too."
The nationwide survey, conducted online among 5,046 adults aged 18 and older from September 4 to 16, 2024, explored consumer preferences and Halloween plans. Key findings revealed that 69 percent of adults intended to buy candy this year, even if they did not expect trick-or-treaters. Moreover, 67 percent of adults with children planned to buy extra candy “just in case” they ran out, while secretly keeping some for themselves after the holiday.
In addition, 40 percent of respondents stated that Halloween was their favorite holiday, surpassing December holidays and the Fourth of July. Of those surveyed, 58 percent planned to decorate their homes, and 60 percent expressed enjoyment in carving pumpkins. The nostalgic connection to trick-or-treating remained strong, with 77 percent of adults feeling sentimental about the tradition.
Ferrero’s iconic brands, including Butterfinger®, CRUNCH, and Baby Ruth®, have resonated with adult consumers, while innovative products like Kinder Joy Glow In The Dark Eggs are attracting new generations. According to a press release, Ferrero's Mainstream Chocolate and Kinder portfolio experienced a growth of 14 percent last year, outpacing the category by nearly 10 percent.
As Halloween continues to evolve, Ferrero stands ready to support both the nostalgia and indulgence that adults now seek during this festive season.
As Halloween magic unfolds and chocolate delights beckon, keep reading Deli Market News for all the spooky sweet trends!
