Easter candy spending surges due to ‘Adultoween’: Ferrero
The chocolatier's survey shows that adult holiday indulgence extends past Halloween.
Courtesy of Ferrero
What started as "Adultoween" has become something much bigger, says candymaker Ferrero. A new Ferrero Easter Candy Survey reveals that the adult holiday reclamation trend Ferrero first identified at Halloween in 2024—and confirmed was "evolving into a full cultural movement" by 2025—has now officially "hopped" its way to Easter. Two-thirds of North American adults (66%) say they deserve an Easter basket just as much as children do, nearly mirroring the 62% who said Halloween was as much for adults as for kids. Additionally, more than one in three adults (36%) quietly admit to eating their children's Easter candy without telling them.
The survey of 1,000 North Americans shows that adult holiday indulgence is no longer a Halloween-specific phenomenon, Ferrero says. It's a year-round cultural shift which now includes pastel baskets, chocolate bunnies, and competitive egg hunts. In fact, seven in 10 adults (70%) say Easter is the best time of year for both adults and kids to indulge in candy together, and adults are showing up with the same enthusiasm and the same candy-hoarding instincts they bring to October 31. Other key findings include:
- Nearly half (48%) of adults are likely to host or attend an adult Easter brunch, party, or gathering
- More than half of adults (53%) would shell out extra for a premium Easter basket, spending an average of $23 on a chocolate bunny or specialty treat
- More than 1 in 4 adults (28%) buy Easter candy specifically for themselves, not just for kids
The great Easter candy heist
- More than one in three (36%) have eaten their children's Easter candy without telling them—echoing the 64% who asserted their right to kids' leftover Halloween candy.
- More than one in four (27%) have competed with their own kids to find Easter eggs first, and nearly one in five (18%) confess to cheating to win; 17% have even intentionally spoiled the Easter Bunny for a child.
- Thirty-four percent are likely to buy Easter candy in bulk and hide it for themselves, or build their own separate Easter basket.
- While more than half (56%) admit they can't wait to start digging into Easter candy before the holiday even arrives, nearly two-thirds (64%) plan to buy Easter candy on sale the day after Easter.
Easter candy consumption confessions
- Dark chocolate treats (46%), peanut butter candy (48%), and chocolate eggs (44%) top adults' Easter basket wish lists—and 52% admit Easter candy tastes better than Halloween candy.
- Nearly half (49%) say the Easter Bunny is just as important as Santa Claus, and 27% stopped believing in the Easter bunny at age 11 or older.
- The celebration doesn't stop on Sunday: 64% plan to buy candy on sale the day after Easter, 59% say their haul lasts the full week, and 41% admit to taking Easter Monday off work.
- While 57% follow the near-universal rule of ears first, a defiant 6% start at the feet—proof that even chocolate bunny consumption is not without its rebels.
"Last year we confirmed that 'Adultoween' had evolved from an emerging trend into a full cultural movement and now we're seeing that same energy carries through to Easter," says Chad Stubbs, CMO, Ferrero North America. "Adults aren't just participating in holiday traditions anymore. They're competing in the egg hunt, building their own baskets, and laying claim to the candy. What's clear across every holiday we've studied is that adults have fully reclaimed their right to celebrate, indulge, and yes, occasionally raid the kids' stash. At Ferrero, we think that's something worth celebrating."
Ferrero's Easter collection is available nationwide now, including Butterfinger Easter Minis, Crunch Bunny, Fannie May Pixie Egg, Ferrero Rocher Easter Hollow Bunny and Egg, Mother's Springtime Buddies Cookies, Keebler Mini Graham Ready Crusts, Kinder Bueno Minis, Kinder Chocolate Easter Lay Down Bag, Kinder Little Chicks, Kinder Joy Eggs, Nutella Mini Jars, Tic Tac Fruit Adventure, 100 Grand Easter Minis, Royal Dansk Garden Cookie Collection 10.6-oz tin, and more.
Survey methodology:
Findings are from a study conducted on behalf of Ferrero, by Golin in partnership with Dynata (independent research firm formerly Research Now/SSI), among 1,000 respondents based in the U.S. and Canada from January 13-27. The margin of error (at the 95% confidence level) is +/- 3%.
Ferrero Group is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
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