Skai reveals 2021 Halloween candy trends

Commerce intelligence and marketing platform shares insights about the top flavors, textures and brands for Halloween candy this year.

Which candy flavors are trending this Halloween? Which textures are consumers looking for? And what are the top confectionery brands? New insights from Skai, a commerce intelligence and marketing platform, has the answers.

Read on to find out all the latest candy trends for Halloween 2021.

Halloween candy brand trends

Hershey’s, Reese’s, Oreo, Barnett’s Fine Biscotti, and Kit Kat are the top brands for Halloween.

Consumers will also continue to trust brands they are familiar with, like M&M'S, as a go-to Halloween candy.

M&M'S is the brand that has the most number of positive online product reviews for chocolate items — with 22,234 over the last two years.

Halloween candy flavor trends

Candy is incorporating new flavors.

Tangerine has seen a 71.4 percent growth in consumer discussions.

Mint has seen a 23.7 percent decline.

The top three flavors consumers want to see this Halloween are:

1. Pumpkin

2. Strawberry

3. Cream pumpkin spice

Caramel is top ingredient and has grown in discussions by 25 percent in the last 12 months.

However, other flavors that have seen a decline in consumer discussions, including: are coffee (31.6%), ginger (18.1 percent), cinnamon (6.1 percent) and coconut (4.8 percent).

Halloween candy taste and texture trends

Tangy is recognized as an emerging taste within the categories most associated with Halloween (chocolate, candy, snacks), but very few products in-market currently claim tangy.

Other top taste notes are tart, toasted and earthy.

When it comes to Halloween candy, consumers will continue to gravitate toward creamy chocolates.

There has been a 34 percent YoY growth in social media buzz and a 53 percent YoY growth in consumer reviews for chocolate products that claim “creamy.”

That said, conversations around weight management and healthy lifestyle have increased 78 percent and 45 percent YoY, respectively, in the food and beverage category as a whole.

People may still be giving away their out-of-date sweets and chocolate once again this year – the most common “taste” topic associated with Halloween in consumer discussions is “stale.”

Individually packaged and gluten-free are two features people look for in Halloween treats.

Gluten-free and vegan are two of the most discussed features regarding Halloween.

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Crystal Lindell, Former editor-in-chief of Candy Industry Magazine. While here she has worked on Candy Industry Magazine, Food Engineering Magazine and Food Safety Strategies. She holds a master’s degree in public affairs reporting from the University of Illinois – Springfield and a bachelor’s degree in political science from Western Illinois University. And her favorite breakfast is a cup of espresso and Twix bar.