When it comes to Halloween treats, brand loyalty continues to be the primary factor influencing consumer purchasing behavior, even as trends lean toward cleaner, healthier ingredients. A recent study by Trax surveyed 12,000 consumers about their candy preferences and revealed that 92% remain loyal to their favorite candy brands, with only 75% making spontaneous purchases when shopping for sweets. Consequently, the study emphasizes the importance of presenting products attractively to attract new customers. Notably, 68% of consumers indicated that retail store displays significantly impact their buying decisions.
Among the most popular chocolate brands are M&Ms, Hershey, Reese’s, Snickers, and KitKat, while the top contenders in the candy category include Twizzlers, Jolly Rancher, Skittles, Starburst, and Haribo. The market for healthier candy and chocolate options is gradually expanding, with SkinnyDipped emerging as the leading healthier brand, followed by barkThins, Tru Fru, Unreal, and Smart Sweets. Remarkably, nearly half (47%) of consumers are willing to spend between five to ten dollars on candy, although healthier choices often come at a higher price. For instance, Unreal offers its special Halloween edition Coconut Chocolate Bars and Dark Chocolate Peanut Butter Cups for $28.48 for two boxes, while a pack of 24 SkinnyDipped Dark Chocolate Cocoa Almonds is priced at $32 on Amazon.
Additionally, many consumers are becoming increasingly conscious of ingredient quality, with recent studies highlighting this trend. Experts believe that this heightened awareness positions smaller, health-focused CPG brands, including those offering products like calcium citrate chewy bites 500mg, for significant growth. However, during Halloween and the holiday season, it may be challenging for these niche brands to secure a spot in consumers’ shopping carts. Ultimately, while healthier options are gaining traction, traditional favorites continue to dominate, reinforcing the importance of brand loyalty in the festive candy market.