Ferrero North America has released its Ferrero Halloween Report, revealing continued growth of the “Adultoween” trend, with more than half of surveyed adults (54%) expressing a desire for their own Halloween night—free from childcare responsibilities.

The nationwide survey, conducted in partnership with Golin and Dynata, highlights shifting consumer behaviors around Halloween. Findings show that 62% of adults believe Halloween is as much for them as it is for children, and 47% now consider it their favorite holiday. Among parents, 71% agree that Halloween belongs to grown-ups too.

“Last year we identified the emerging 'Adultoween' trend, and now we're seeing it evolve into a full cultural movement,” says Chad Stubbs, chief marketing officer, Ferrero North America. “Adults aren't just participating in Halloween anymore—they're truly embracing it as their own holiday. From carving out child-free celebrations to curating personal candy collections, adults are rediscovering the magic of Halloween in their own way.”

The report also explores how nostalgia and personal indulgence are shaping adult Halloween habits. Related to candy, 64% of adults say they buy Halloween candy even if they don’t expect trick-or-treaters, 71% of parents purchase extra candy “just in case," and 64% say they have a right to their children’s leftover candy.

Premium candy preferences are also driving purchasing decisions:

• 76% of adults prefer full-sized bars.
• 72% choose premium chocolate.
• 67% seek nostalgic favorites.
• 72% favor familiar flavors over novelty options.
• 63% view Halloween as a time for guilt-free indulgence.

Gender differences emerged in candy buying behavior, with 65% of men purchasing extra candy for themselves compared to 55% of women. Additionally, 52% of men splurge on premium candy to earn “good candy house” status, and 21% admit to judging neighbors by candy quality.

Ferrero’s 2025 Halloween collection is available nationwide and includes Marshmallow Butterfinger, Crunch White, Keebler Spookie Fudge Stripes, Kinder Bueno Halloween snack-size bags, Kinder Joy Glow in the Dark Halloween Eggs, Tic Tac Trick or Treat, and more.

The survey was conducted online from Sept. 4–9, 2025, among 1,000 U.S. adults aged 18 and older.

Ferrero Group is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.