Archive · 31 Oct 2025
Gummy Candy Surge Over Chocolate This Halloween
Imagine your Halloween candy bag.
This year, you might get more fruity gummies and fewer chocolate bars.
That's because the price of cocoa, the main ingredient in chocolate, has gone up a lot!
So, chocolate candy is more expensive to buy.
Candy makers are selling more gummies and other non-chocolate treats because they cost less.
Kids these days also seem to like the fun shapes, colors, and flavors of gummy candies more than traditional chocolate.
It’s like choosing a less expensive toy that’s still super fun to play with.
So, while chocolate is still popular, gummies are becoming the star of the Halloween candy show this year due to cost and taste preferences.
Gummy candies and other non-chocolate treats are becoming more popular for Halloween, outselling chocolate in terms of volume.
Global cocoa prices have more than quadrupled, significantly increasing the cost of chocolate candy.
Chocolate candy is priced higher per pound compared to non-chocolate alternatives.
Younger consumers are showing a preference for gummies, freeze-dried treats, and other sweets with various shapes, colors, and flavors.
Sales growth for non-chocolate candy in the US is significantly higher than for chocolate candy.
- Who
- US consumers, particularly younger demographics, and candy manufacturers.
- What
- A shift in Halloween candy preference from chocolate to non-chocolate items like gummies, driven by price and consumer trends.
- When
- The 12 weeks leading up to October 5th, with sales data for 2024 and price trends extending back to January 2023.
- Where
- United States.
- Why
- Rising cocoa prices due to poor harvests have made chocolate candy more expensive, while non-chocolate candies offer a more affordable and appealing alternative for younger consumers.
Traditional Chocolate
Rising Non-Chocolate Favorites (Gummies, etc.)
Market Share & Sales
Traditional Chocolate
Chocolate accounted for 52% of total Halloween candy volume last year and saw 0.4% dollar sales growth in 2024.
Rising Non-Chocolate Favorites (Gummies, etc.)
Non-chocolate candy's share dropped to 44% this year but experienced a 4.9% dollar sales growth in 2024, indicating a shift towards these options.
Pricing Influence
Traditional Chocolate
The price of chocolate candy is higher, averaging $8.02 per pound, making it less accessible.
Rising Non-Chocolate Favorites (Gummies, etc.)
Non-chocolate candy is more affordable, averaging $5.77 per pound, and appealing to budget-conscious consumers.
Consumer Preference Drivers
Traditional Chocolate
While historically popular, chocolate's dominance is challenged by rising costs.
Rising Non-Chocolate Favorites (Gummies, etc.)
Younger consumers are drawn to the variety of shapes, colors, and flavors in non-chocolate candies, driving their popularity.
- US Halloween Candy Spending (2024)
- $7.4 billion
- Chocolate Share of Halloween Candy Volume (12 weeks ending Oct 5)
- 44%
- Non-Chocolate Share of Halloween Candy Volume (12 weeks ending Oct 5)
- 56%
- Average Price per Pound (Chocolate)
- $8.02
- Average Price per Pound (Non-Chocolate)
- $5.77
- Global Cocoa Price Increase (Jan 2023 - Jan 2025)
- More than quadrupled
- US Non-Chocolate Candy Dollar Sales Growth (2024)
- 4.9%
- US Chocolate Candy Dollar Sales Growth (2024)
- 0.4%