Ferrero North America, a key player in the global confectionery market, has revealed new insights from a recent survey that sheds light on a growing trend: Halloween is evolving into a holiday increasingly enjoyed by adults, not just children. The findings, derived from a study conducted among over 5,000 American adults, showcase how this spooky celebration has transformed into an event for all ages, with candy playing a significant role in adult participation.
Adults Are Fully Embracing Halloween Traditions
Traditionally viewed as a holiday centered around children’s activities like trick-or-treating and costume parties, Halloween has now expanded to include a large adult demographic. The Ferrero survey highlights how adults are indulging in the spirit of the holiday, decorating their homes, dressing up in costumes, and—perhaps most notably—buying candy, even if they don’t have trick-or-treaters at their door.
According to the survey, a staggering 69% of adults plan to purchase candy this year, even if they aren’t expecting any trick-or-treaters. This demonstrates the powerful nostalgic connection adults feel towards Halloween, with many using the occasion to indulge in their favorite treats. Furthermore, 67% of parents say they’ll be buying extra candy just in case they run out, with a secret stash kept for themselves after the holiday.
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Nostalgia Drives Adult Participation
One of the key findings of the study is that 77% of adults report feeling nostalgic about their childhood experiences of trick-or-treating. This nostalgic longing is contributing to an increase in adult involvement in Halloween activities that were once reserved for children.
In fact, 47% of adults now report dressing up in costumes for their own enjoyment, while 36% even dress their pets up in festive attire.
Ferrero’s Vice President of Marketing, Neal Finkler, remarked, “Halloween has traditionally been thought of as a children’s holiday, but we’re seeing a growing trend of adults fully embracing Halloween for themselves. It’s no longer just about creating a fun experience for kids with candy, costumes and decor – adults are indulging more than ever and using Halloween as an opportunity to celebrate and enjoy their favorite treats. We’re making sure our products and marketing help these adults enjoy Halloween too.”
Decorating and Pumpkin Carving: A New Adult Tradition
The survey also found that Halloween decorations are becoming a key aspect of adult celebrations. Approximately 58% of adults plan to decorate their homes this year, while 60% said they enjoy carving pumpkins. These numbers reveal that Halloween is now a full-blown event for adults, involving elaborate decorations, costume parties, and even more candy consumption.
For many adults, these traditions rekindle the magic of their childhood Halloweens. The practice of carving pumpkins, in particular, has been embraced by adults as a fun and creative outlet, contributing to the overall festive atmosphere of the season.
Ferrero’s Iconic Brands Fuel the Halloween Spirit
Ferrero has played a pivotal role in tapping into this adult nostalgia through its range of iconic candy brands such as Butterfinger, CRUNCH, and Baby Ruth, which many adults fondly remember from their own childhood trick-or-treating days. With innovative products like Kinder Joy Glow In The Dark Eggs and Tic Tac Trick or Treat, Ferrero is also attracting new generations of Halloween enthusiasts while keeping older ones engaged.
The company’s mainstream chocolate and Kinder portfolio has seen substantial growth during the Halloween season. In 2023 alone, the portfolio expanded by 14%, outpacing overall market growth by nearly 10%. These figures highlight the increasing importance of Halloween to Ferrero’s North American operations.
Adults’ Favorite Holiday?
Surprisingly, the survey revealed that Halloween is more than just a fun holiday for adults—it’s their favorite. About 40% of adults identified Halloween as their preferred holiday, beating out other major celebrations like the December holidays and the Fourth of July. This shift in preference underscores how deeply ingrained Halloween has become in adult culture, as more people see it as a chance to embrace creativity, enjoy sweet treats, and partake in lighthearted fun.
A Holiday for All Ages
Halloween’s transformation from a child-centered celebration to one enjoyed by people of all ages reflects broader societal trends toward nostalgia and inclusivity. As Ferrero’s survey indicates, adults are increasingly taking ownership of the holiday, ensuring that Halloween is not just for kids anymore.
