NCA survey shows 93% Americans celebrate Halloween

Latest research from the National Confectioners Association (NCA) says 93% of Americans plan to share chocolate and candy with friends and family to celebrate the Halloween season this autumn.

Conducted in July 2023, the NCA surveyed 1500 US consumers and highlighted that chocolate and candy play an important role in special occasions, seasonal celebrations and the American economy with the Halloween season is an integral component of that, driving about US$6 billion in confectionery retail sales each year.

“The Halloween season is a cherished tradition that is enhanced by the central role that chocolate and candy play in making it fun, exciting and special for consumers all across the country,” said John Downs, President and CEO, National Confectioners Association. “The excitement around the Halloween season has increased in recent years, resulting in consumers starting their celebrations sooner than in years past – with seasonal chocolate and candy, décor, costumes and supplies hitting store shelves beginning earlier and earlier. Our member companies are collaborating in big ways with our retail partners and sharing in the enthusiasm by ensuring that the classic and innovative treats consumers know and love are available as this major cultural moment of Halloween gets underway.”

Beginning the 2023 Halloween season and gaining a better understanding of current consumer attitudes and behaviours related to the holiday, the NCA conducted a survey showing new consumer insights which includes the fact that 98% of Americans who welcome trick-or-treaters will hand out chocolate and candy.

Other insights from the survey include; 70% of consumers celebrating Halloween say the best way to enjoy treats is with friends and family; 62% of Americans are looking for treats with a creepy or scary theme; 60% of parents say they steal Halloween treats from their kids’ stash and a time-honoured tradition of the Halloween season is trading candy with family and friends. Most Americans agree they’d trade away some of their gummy candy in exchange for a chocolate treat. The top three Halloween treats are chocolate, gummy candy and candy corn.

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Media contact

Caitlin Gittins
Editor, International Confectionery
Tel: +44 (0) 1622 823 920

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