Sweet Opportunities: Halloween 2025 Candy Insights from Mars Wrigley

With Halloween 2025 landing on a Friday, independent grocers have a golden opportunity to capture consumer excitement for a long weekend of fun, parties, and indulgence. According to insights from Red Oval Parter Mars Wrigley, this year’s candy season is shaping up to be bigger, bolder, and more flavorful than ever.

A Friday Halloween = More Celebrations, More Sales

For the first time since 2014, Halloween falls on a Friday, meaning shoppers will have more time to celebrate, host parties, and engage in late-season rituals. Expect sales to spike in the final week before Halloween, as consumers stock up not just for trick-or-treating but also for gatherings and personal treats. (Fun fact: The next Friday Halloween won’t happen again until 2031!)

Fruity Fun Drives Growth

The fruity candy segment, led by brands like Skittles, is fueling growth across the category. Shoppers are seeking bold, sour, and gummy experiences, and fruity assortments are outperforming in both individual and variety pack sales. For grocers, featuring eye-catching fruity displays near checkouts or seasonal aisles can help capture incremental purchases.

Tip: Highlight fruity gummies and sour candies in your “Fun for All Ages” zones.

Power Brands Rule the Candy Aisle

Mars Wrigley’s powerhouse brands, including Snickers, Twix, M&M’s, and Skittles, continue to dominate Halloween baskets. The company boasts four of the top ten Fun Size and four of the top ten impulse candy favorites, reinforcing the importance of stocking trusted names that shoppers reach for first.

Top-performing Halloween items include:

• Snickers Fun Size & Pumpkins
• Twix Fun Size & Ghoulish Green Share Size
• M&M’S Milk Chocolate & Peanut Fun Size
• Skittles Shriekers Share Size
• M&M Minis Tube 1.77 oz

Shapes and Novelty Candy: “Treat Yourself” Drivers

Consumers increasingly buy shaped and novelty candies, like Snickers Pumpkins, as a way to “treat themselves” multiple times during the season. These fun, limited-edition formats create excitement and encourage repeat trips. Grocers should feature novelty items prominently near front displays and in secondary placements to encourage impulse buys.

Assortments and Cross-Purchase Opportunities

Variety bags remain a must-have for shoppers who want “all their favorite treats in one bag.” High loyalty to power brand assortments makes these packs ideal for promotions and value messaging.

Moreover, cross-purchasing between “treat yourself” candies and candy dish staples is strong—meaning shoppers who grab a Snickers Fun Size pack may also pick up a Skittles variety or M&M’s tube. Strategically grouping complementary products can maximize basket size and boost seasonal profits.

As Halloween 2025 approaches, Mars Wrigley’s insights point to a clear strategy for success:

• Stock up on power brands and top-selling fun size items.
• Feature fruity and sour varieties prominently in-store.
• Leverage secondary displays for shapes, novelties, and variety bags.
• Encourage cross-category purchases with bundled promotions or themed endcaps.

This Halloween season promises an extended celebration, and with the right mix of fun, flavor, and favorite brands, independent grocers can make it their sweetest success yet.