US Halloween chocolate sales fell $33.1 million in the nine weeks ending October 17 from a year earlier, the biggest decline in at least three years, as shoppers cut back and sought healthier options. Small-pack candy sales rose 24% in dollar terms while larger sizes declined.
US consumers are spending less on Halloween treats, with chocolate sales down $33.1 million in the nine weeks ending October 17 compared with a year earlier, NIQ data showed. The decline, led entirely by milk chocolate, was the biggest in at least three years; white chocolate sales were flat and dark chocolate sales edged higher.
Hershey CEO Kirk Tanner said the company needed consumers to “show up” in the final days before Halloween, after Hershey lowered its organic net sales growth target for the year. Cocoa, which reached a record $12,000 per metric ton in 2024, has since fallen below $3,000, but lower costs may take time to reach shoppers. Small-pack sales rose 24% in dollar terms while sales of every larger size declined.
Industry experts said consumers are seeking low-sugar options and snacks beyond traditional candy. Mondelez said lower cocoa costs were beginning to come through, and it would be selective on pricing as it protects share and volume momentum. The company also said it would acquire Undercover Snacks, which makes chocolate-coated quinoa crisps.
