Halloween reshapes America’s candy cravings

NEW YORK — Halloween is changing America’s candy cravings: candy corn has jumped from No. 8 in year-round search interest to No. 2 as Oct. 31 nears, according to a new analysis by Innerbody Research.

During the three weeks leading up to Halloween, candy corn ranked second in nationwide search interest, trailing only Sour Patch Kids. Snickers ranked third, followed by Twix, Skittles, KitKat, Reese’s, Starburst, Twizzlers and Nerds.

The seasonal shift extends beyond candy corn. M&M’s climbed from No. 19 for the full year to No. 11 heading into Halloween. Milky Way moved from No. 29 to No. 21, and Haribo jumped from No. 23 to No. 16.

Sour Patch Kids proved more resilient to seasonal reshuffling, holding the No. 1 position during the Halloween period and for the previous 12 months. Over the full year, Skittles ranked second, followed by Snickers, Starburst and Twix. KitKat, Reese’s, candy corn, Twizzlers and Nerds completed the top 10.

The findings come during one of the confectionery industry’s most important selling periods. Halloween accounted for roughly 18.4% of annual U.S. confectionery sales in 2025. Overall, confectionery sales reached a record $55 billion that year, with 99.8% of U.S. households purchasing chocolate, candy, gum, or mints at least once.

Innerbody analyzed Google Trends data for all 50 states and Washington, D.C., along with national search volume data. Researchers examined interest in candy over the past 12 months and separately over the three weeks leading up to Halloween to identify changes as the holiday approached.

The results also indicate continued strength among fruity and sour varieties. Sour Patch Kids, Skittles and Starburst all ranked among the five most-searched candies for the full year, alongside chocolate mainstays Snickers and Twix.

That pattern reflects a broader shift in the confectionery category. Non-chocolate candy rose from about one-third of U.S. confectionery sales in 2015 to 40.9% in 2025, according to data cited in the study. Younger candy buyers have shown particular interest in gummy, chewy, freeze-dried, and other novel formats.

The study also found sharp geographic differences in candy interest. Utah reclaimed the title of America’s most candy-interested state after ranking fifth in 2025. Nebraska, last year’s leader, fell to second place, followed by Iowa, Kentucky and Wisconsin. Oklahoma, Arkansas, Missouri, Ohio and Delaware rounded out the top 10.

The Midwest maintained a particularly strong showing, with Iowa, Wisconsin, Missouri, and Ohio joining Nebraska as among the 10 states with the highest candy search interest.

Coastal states clustered at the other end of the rankings. Hawaii ranked last, while Florida, California, Alaska, Washington and New York also ranked in the bottom 10.

Individual state preferences also differed sharply from the national rankings. Despite ranking only No. 14 nationally for the full year, 3 Musketeers was the top candy in seven states, more than any other brand analyzed. Kinder ranked first in five states, while the national leader, Sour Patch Kids, topped searches in Connecticut, Michigan, Nebraska, South Carolina and Virginia.

The Halloween-specific results show how quickly the confectionery landscape can shift as shoppers turn their attention to trick-or-treating. Candy corn offers the clearest example, rising six positions nationally as the holiday approaches, while several familiar chocolate and gummy brands also gain ground.