Instacart Shares Halloween Insights


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San Francisco — Instacart has released purchase data that reveals the candies people savor or stuff into trick-or-treat bags. This year’s data includes the top Halloween-celebrating zip codes across the U.S., the most popular Halloween candies and state-by-state candy purchasing trends.

Best zip codes for tirck-or-treating

“For the first time ever, we’re introducing a tool that lets you enter your zip code to discover your area’s Scare Score. This score, determined by analyzing candy, costume, and decor purchases via Instacart, rates your community’s Halloween spirit — and shows the top candies in your zip code, so you know which treats your neighbors are most likely going to be handing out! You can also use it to pinpoint the places in your city with the highest Scare Scores — aka the ultimate trick-or-treating destinations,” shares Laurentia Romaniuk, Instacart’s trends expert. “With this unique metric, we’ve also identified Halloween’s Best Haunts, a list of the top 10 zip codes boasting the highest Scare Scores — guaranteeing top-notch trick-or-treating experiences.” 

The company also provides a snapshot of the top 10 most popular candies sold from Halloween 2022 to get a glimpse of what’s going to fill up candy bowls again in 2023:

Top 10 Halloween Candies
  • Chocolate over everything. Year after year, Reese’s Peanut Butter Cups, Peanut M&M’s, and regular M&M’s grace the top 3 Halloween candies list.
  • Fruity fun. Classic Tootsie Pops with a myriad of fruit flavors come in at #4, followed by Twizzlers (#5), Sour Patch Kids (#7), and Starburst (#10).
  • Keeping it classic. Candy Corn falls in at #8 on our list. Whether they are too controversial or just a beloved classic, they just can’t stay away on Halloween night.

“Comparing this list of the top 10 Halloween candies to last year reveals some exciting changes. We’ve got three newcomers: Tootsie Pops, Sour Patch Kids, and Candy Corn — two classics and a candy with a modern sour twist, which tells us there’s a delectable blend of nostalgia and contemporary flavors showing up in candy bowls,” says Romaniuk.

When observing the most popular Halloween candy in each state, the company says it was evident that top preferences don’t shift much, with every state either preferring Reese’s Peanut Butter Cups, Peanut M&M’s, or regular M&M’s. To take it a step further, however, the company released data on each state’s uniquely popular Halloween favorite.

Top Candies by State
  • Alabama: Reese’s Peanut Butter Cups
  • Alaska: Hi-Chew
  • Arizona: Peanut M&M’s
  • Arkansas: Reese’s Peanut Butter Cups
  • California: Red Vines
  • Colorado: Peanut M&M’s
  • Connecticut: Twizzlers
  • Delaware: Twizzlers
  • Florida: Dum-Dums
  • Georgia: Trolli Gummi Candy
  • Hawaii: Ferrero Rocher Hazelnut Chocolates
  • Idaho: Peanut M&M’s
  • Illinois: Twizzlers
  • Indiana: Reese’s Peanut Butter Cups
  • Iowa: M&M’s
  • Kansas: M&M’s
  • Kentucky: Reese’s Peanut Butter Cups
  • Louisiana: Tootsie Pops
  • Maine: Twizzlers
  • Maryland: Twizzlers
  • Massachusetts: M&M’s
  • Michigan: M&M’s
  • Minnesota: M&M’s
  • Mississippi: Candy Corn
  • Missouri: Tootsie Pops
  • Montana: Peanut M&M’s
  • Nebraska: Peanut M&M’s
  • Nevada: Red Vines
  • New Hampshire: Reese’s Peanut Butter Cups
  • New Jersey: Twizzlers
  • New Mexico: Tootsie Pops
  • New York: Twizzlers
  • North Carolina: Candy Corn
  • North Dakota: Peanut M&M’s
  • Ohio: Reese’s Peanut Butter Cups
  • Oklahoma: Tootsie Rolls
  • Oregon: Peanut M&M’s
  • Pennsylvania: M&M’s
  • Rhode Island: Sour Patch Kids
  • South Carolina: Reese’s Peanut Butter Cups
  • South Dakota: M&M’s
  • Tennessee: Reese’s Peanut Butter Cups
  • Texas: Ferrero Rocher Hazelnut Chocolates
  • Utah: Peanut M&M’s
  • Vermont: Reese’s Peanut Butter Cups
  • Virginia: Candy Corn
  • Washington: Peanut M&M’s
  • Washington, D.C.: Snickers
  • West Virginia: Reese’s Peanut Butter Cups
  • Wisconsin: M&M’s
  • Wyoming: Reese’s Peanut Butter Cups
Sweet Toothed States

For the third year in a row, Utah comes out on top with the most candy purchased per customer, followed by Montana, Alaska, Idaho, and Wyoming. States that consume the least candy include Hawaii, followed by Washington, D.C., Maine, Florida and Alabama.