Mars, renowned for its iconic treats and snacks, is marking Halfway to Halloween by launching its 2024 Halloween product lineup and releasing insights from its inaugural “Mars Tricks, Treats and Trends” report.
The comprehensive report, developed with Ipsos, explores consumer behaviors and preferences for Halloween, highlighting trends in trick-or-treating, flavor choices, and generational differences.
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Key findings show that candy remains central to a positive Halloween experience, with 85% of celebrants planning to maintain or elevate their Halloween festivities compared to last year. This enthusiasm is particularly strong among Gen Z and Millennials, with 90% in these groups planning to go all out, and nearly one-third of Gen Z aiming to surpass last year’s celebrations.
Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America, stated, “Our 2024 Mars Wrigley Halloween product line-up reflects our dedication to understanding consumer preferences, offering a playful mix of tastes and on-trend seasonal products that are sure to be hits on Halloween night.”
The report’s data reveals a strong preference for variety bags combining fruity and chocolate candies, leading Mars to introduce new options featuring brands like TWIX®, SNICKERS®, LIFE SAVERS® Gummies, and SKITTLES® Gummies.
A standout addition is the M&M’S® Milk Chocolate Pumpkin Pie, combining milk chocolate with pumpkin spice flavors.
The 2024 lineup includes:
- NEW! M&M’S® Milk Chocolate Pumpkin Pie
- NEW! Redesigned SNICKERS® Pumpkins packaging
- Mars Wrigley mixed variety bags with gummy and chocolate candies
- TWIX® Ghoulish Green
- SNICKERS® Ghoulish Green
- M&M’S® Ghouls blend in Milk Chocolate, Peanut, and Peanut Butter
- SNICKERS® Fun Size Bucket
Gen Z, dubbed “Halloween Heroes” in the report, are notably proactive, with 36% planning their celebrations more than a month in advance and 17% making multiple candy purchases throughout the season.
The report also highlights the dual nature of candy purchasing: 76% of consumers buy candy to distribute to trick-or-treaters or for hosting, while 53% purchase candy for self-treating.
Chocolate remains the top choice for Halloween, though gummies are gaining popularity, especially among younger generations, with 56% of Millennials and 60% of Gen Z favoring them.
Mars’ new report and Halloween products underscore the company’s commitment to innovation and meeting consumer desires with high-quality, seasonal delights. For detailed findings, the “Mars Tricks, Treats and Trends” report is available online.
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