Business · Economy · 11 hrs ago
Candy is Italy’s top Halloween treat, chosen by 65% of people
About 11 million people in Italy celebrate Halloween each year, and candy is the most popular treat, chosen by 65% of Italians.
Candy sales reached €293 million in the first half of 2026, stable compared with the same period last year.
Hard and filled candies led sales by volume, just ahead of gummies.
Citrus was the favorite flavor, followed by strong or balsamic mint and liquorice.
Generation Z is a major part of the market: three-quarters of those surveyed consume candy, and many prefer gummies and soft sweets.
Halloween was once seen in Italy as a foreign custom, but became a mass celebration from the 1990s into the early 2000s, helped by US films and pop culture.
Halloween now generates an estimated €300 million in economic activity in Italy.
Candy is the most popular Halloween treat in Italy, chosen by 65% of people, ahead of chocolates, snacks and biscuits.
The candy sector recorded revenue of €293 million in the first half of 2026, stable compared with the same period a year earlier.
Hard and filled candies led sales by weight, while citrus was the most popular flavour in a survey.
Halloween is celebrated by about 11 million people in Italy each year.
Gen Z is a major part of the candy market, with 75% of those surveyed in the generation consuming candy.
- Who
- Italians celebrating Halloween and choosing treats.
- What
- Candy is the most popular Halloween treat, chosen by 65% of people.
- When
- The report was published on October 30, 2026; sales data cover the first half of 2026.
- Where
- Italy.
- Why
- Not stated
This story does not have two clearly opposing sides.
Halloween was seen in Italy as a custom from outside the country’s culture.
Cinema and US pop culture helped Halloween become a mass event in Italy.
Halloween participation among people under 35 reached 70%; October candy sales were 11.4% above the monthly average.
The candy sector recorded revenue of €293 million and sales of 25.8 million kilograms.
- Candy chosen for Halloween
- 65% of Italians
- Candy-sector revenue
- €293 million in the first half of 2026
- Candy sold
- 25.8 million kilograms in the first half of 2026
- Leading candy types by weight
- Hard and filled, 9.9 million kg; gummy, 9.4 million kg
- Most popular flavour
- Citrus, 44% in an AstraRicerche survey for Unione Italiana Food
- Gen Z candy consumption
- 75% consume candy; 56% do so regularly