“Culture, not the calendar, is defining the seasons and our strategy. This year’s annual trends report shows that  Halloween is becoming America's longest retail season, marked by Summerween gatherings, early decorating and themed snacking,” says Tim LeBel, chief Halloween officer and chief customer officer at Mars Snacking North America. “The momentum behind earlier Halloween celebrations is building, and Mars is helping everyone get in the spirit by ensuring our seasonal candy icons and innovations are available to meet the moment.”  

Courtesy of Mars

Candy as currency for connection

The candy bowl has evolved from a simple Halloween tradition into a powerful social currency. The “Mars Tricks, Treats, and Trends” report reveals consumers see their candy offerings as reflections of their hosting reputations and tools for forging community ties: 75% of U.S. adults agree that a shared candy bowl builds community, and  71% believe the candy they hand out says something about them.   

To claim the title of "best house on the block," shoppers are curating their bowls with trusted favorites and new treats, the chocolatier says. Mars is helping consumers elevate their candy bowl assortments with new Twix Skulls, Snickers Pumpkins Fun Size, and Skittles Pop'd Creepy Crunch, along with returning classics like Snickers Ghoulish Green and M&M's Halloween Blend—M&M's notably ranked as the #1 Halloween candy brand among those surveyed. All these treats are hitting shelves nationwide now, meeting demand from consumers looking to celebrate Summerween.  

Social media rewrites the Halloween shopping list 

The modern path to purchase seamlessly blends digital discovery with physical retail. For younger generations, candy discovery is heavily digital. Most of Gen Z (53%) spots trends on TikTok, followed by YouTube (49%) and Instagram (48%). However, the final transaction still overwhelmingly happens in real life. Taking their digital shopping lists to the physical shelf, 43% of Gen Z shops for Halloween treats at large-format retailers and 41% at grocery stores. This dynamic underscores that, while inspiration is increasingly virtual, tangible shopping experiences remain strong.  

Courtesy of Mars

Consumer crave bold, multi-sensory experiences

As three in four U.S. adults view eating candy as an essential daily pleasure, shoppers are seeking out complex, multi-sensory experiences, driven by the desire for novelty. Of those surveyed, 71% want texture in their treats, while nearly 60% are looking for "extreme" flavors. Mars is answering this call with new items like the crisp, airy Skittles Pop'd Creepy Crunch and on-trend seasonal flavors like M&M’s Milk Chocolate Pumpkin Pie, it says.

And while chocolate is still the reigning favorite across the U.S., the report uncovered regional preferences for the season. For example, the West has the strongest preference for Halloween-themed treats (48%), while the South is all about gummies (46%).  

With the release of its annual Halloween trends report and seasonal lineup, Mars remains committed to delivering seasonal excitement, high-quality treats and meaningful insights for every treating moment, the company says. Read the full 2026 “Mars Tricks, Treats and Trends" report here.    

Courtesy of Mars

Survey methodology

These are some findings from an online, device agnostic Morning Consult survey, conducted on behalf of Mars, Incorporated, among n=3,001 adults in the U.S., age 18 and up, who indicate plans to celebrate Halloween. The survey was conducted online, in English, between June 1 and June 5. Data is weighted to approximate a target sample of U.S. adults based on age, educational attainment, gender, race, and region. Results from the full survey have a margin of error of 2%.  

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