Full Breakdown
The Sweet Landscape of Halloween Candy in the U.S.
10/23/2025, 7:13:25 AM
Overview of Candy Preferences by State
As Halloween approaches, Americans are preparing for the holiday with a significant focus on candy. A year-long study conducted by Innerbody analyzed Google Trends data to determine the most popular candies in each state and the District of Columbia. The findings reveal a clear preference for fruit-flavored candies over chocolate, with Starburst leading as the most popular candy in 13 states, followed by Sour Patch Kids in eight states and Reese's Peanut Butter Cups in four states.
Most Popular Candies by State
The study identified several candies that dominate state preferences. Starburst is particularly favored in states such as Alabama, Florida, and Wisconsin. Sour Patch Kids enjoys popularity in states like Indiana and New Jersey, while Reese's is a favorite in Iowa, Utah, Vermont, and Wyoming. Other notable mentions include Skittles, which is popular in Arkansas and Virginia, and Sour Punch, favored in states like Arizona and California.
Regional Trends in Candy Consumption
The Midwest, South, and Northeast regions of the U.S. show a strong affinity for candy, with states like Vermont recognized for having the highest number of candy stores per capita. However, despite this, Vermont's candy preferences lean towards local options rather than mainstream brands, which may explain its lower ranking in the study. Conversely, states like Mississippi and Nebraska have shown a high demand for candy corn, with Mississippi leading at 92% above the national average.
Criticism of Candy Rankings
While the study highlights popular choices, it also faces criticism. Some commentators express disappointment over the ranking of certain candies, such as Tootsie Rolls, which are often cited as unpopular among consumers. Additionally, the polarizing nature of candy corn has sparked debate, with many Americans expressing strong opinions either in favor or against it.
Official Statements on Halloween Spending
According to the National Retail Federation, Halloween spending is projected to reach a record $13.1 billion in 2025, with $3.9 billion allocated specifically for candy purchases. This reflects a growing enthusiasm for Halloween festivities, as nearly three-quarters of consumers plan to celebrate the holiday.
Conflicting Reports on Candy Preferences
While Innerbody's study emphasizes the popularity of fruit-flavored candies, Instacart's analysis of grocery orders from October 2024 indicates that Reese's Peanut Butter Cups remain the top-selling Halloween candy by total weight sold. This discrepancy highlights the complexity of candy preferences across different data sources.
What's Next for Halloween Candy Trends?
As Halloween approaches, consumers are likely to continue exploring candy options, with trends evolving based on regional preferences and national sales data. The ongoing debate over candy choices, particularly regarding candy corn, will likely persist as more studies and consumer surveys are conducted in the lead-up to the holiday.
Verbatim Quotes
- “Candy Corn is the ultimate Halloween wildcard,” — Alex Orellana, Trends Analyst at Instacart
- “Even with concerns about price increases due to tariffs, Halloween continues to resonate with consumers of all ages,” — Katherine Cullen, National Retail Federation Vice President of Industry and Consumer Insights
This comprehensive overview of candy preferences and spending trends illustrates the diverse landscape of Halloween candy in the United States, reflecting both regional tastes and national spending habits.
