New national survey finds chocolate and candy remain at the center of the season’s favorite traditions
WASHINGTON – Halloween 2026 is shaping up to be a spirited celebration, with 81% of Americans planning to take part this year. According to a new survey from the National Confectioners Association, chocolate and candy remain at the center of the season: 85% of Americans say they will celebrate by sharing treats with trick-or-treaters, and 94% of parents plan to celebrate with their children.
Why it matters: Halloween is a thrilling mix of time-honored traditions, creative costumes, festive decorations, and, of course, plenty of chocolate and candy. Americans’ enthusiasm for sweet treats supports a $55 billion confectionery industry, where every U.S. confectionery job helps support 11 additional American jobs in agriculture, manufacturing, transportation, retail, and other related industries.
Quotable: John Downs, president and CEO of the National Confectioners Association, said:
“Halloween is one of the most anticipated seasons of the year, and chocolate and candy help make these moments special. From handing out treats and decorating the house to carving pumpkins and celebrating with family, Americans embrace the traditions that make Halloween fun – with candy at the center of it all.”
Unwrapping more Halloween treat trends:
- No tricks, just treats: Handing out candy to trick-or-treaters tops the list of Americans’ favorite ways to celebrate, followed by decorating their homes and carving pumpkins. Chocolate is the season’s top treat, followed by gummy candy, hard candy, and candy corn.
- Getting into the spirit early: More than one-quarter of consumers purchase Halloween treats before October, giving spooky season an early start – and manufacturers and retailers are making sure shoppers’ favorite seasonal products are on shelves the moment they want to buy them.
- The parent candy tax: 83% of parents admit that they sneak chocolate and candy from their children’s trick-or-treat haul.
- The great candy corn debate: 60% of Americans eat candy corn in one bite, while 28% start with the narrow white end and 12% begin with the wider yellow end.
- Spooky shapes: Pumpkins, ghosts, and skulls are America’s favorite shapes for Halloween treats.
Always A Treat: Chocolate and candy have a distinct role in the American diet: they are treats, not everyday staples. Throughout the year—including celebrations like Halloween—people in the U.S. enjoy chocolate and candy two to three times per week, averaging just 40 calories and about one teaspoon of added sugar per day.
Survey Methodology: NCA’s Halloween Survey was conducted in May 2026 using a self-administered online questionnaire. The sample of n=1,000 individuals mirrors the U.S. population in terms of key demographics, including age, income, ethnicity and region.
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About the National Confectioners Association (NCA)
The National Confectioners Association is the voice of the U.S. confectionery industry. Our member companies create moments of joy with chocolate, candy, gum, and mints, drive $55 billion in retail sales, and add a little sweetness to life. NCA champions policies that help candy makers and other stakeholders in this unique category thrive while reminding consumers that chocolate and candy are treats. Learn more at CandyUSA.com or follow NCA on Facebook, X, and Instagram.
