New survey by Ferrero® finds Halloween isn't just for kids - "Adultoween" is the latest Halloween trend

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Oct 01, 2024, 10:08 ET

Adults are enjoying candy and nostalgic moments in greater numbers 

PARSIPPANY, N.J., Oct. 1, 2024 /PRNewswire/ -- Ferrero North America, part of the global sweet-packaged food company the Ferrero Group, today released new survey findings revealing that Halloween is increasingly becoming a holiday for adults, not just children.

The survey highlights how Halloween has evolved into a celebration for all ages, with adults increasingly joining in on the festivities. Candy remains an integral part of the tradition – especially for adults!   

The nationwide study conducted online among 5,046 adults aged 18 and older, from September 4-16, 2024, examines consumer preferences and their plans to celebrate Halloween in 2024.

Key findings include:  

69% of adults say they plan to buy candy this year even if they don't expect trick-or-treaters
67% of adults with children in their household say they plan to buy extra candy during Halloween "just in case" they run out, but secretly keep a stash for themselves after the holiday
40% of adults say Halloween is their favorite holiday, beating out the December holidays and the Fourth of July
58% of adults say they plan to decorate their house for Halloween
60% of adults say they enjoy carving pumpkins for Halloween
47% of adults say they dress up in costume for their own enjoyment
36% of adults dress their pets up for Halloween
77% of adults feel nostalgic about trick-or-treating

"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," said Neal Finkler, Vice President of Marketing for the Ferrero Mainstream Chocolate portfolio. "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."

Ferrero has several iconic candy brands—including Butterfinger^®, CRUNCH, Baby Ruth^® and 100 Grand^®—that adults remember fondly from their childhoods and also innovations such as Kinder Joy Glow In The Dark Eggs, Mother's^® Eerie Critters Cookies and Tic Tac^® Trick or Treat are attracting new generations of trick-or-treaters.  

Ferrero's Mainstream Chocolate and Kinder portfolio is a growing force during the Halloween season. Last year, the portfolio grew by 14% over the previous year, outpacing the category by almost 10%. 

Survey Methodology

These are some findings from a nationwide study conducted on behalf of Ferrero by Golin in partnership with Dynata among 5,046 adults aged 18 and older, surveyed online from September 4-16, 2024, that examines consumer preferences and their plans to celebrate Halloween in 2024.  The margin of error (at the 95% confidence level) is +/- 3%.

About Ferrero^®

Ferrero began in the small town of Alba in Piedmont, Italy, in 1946. Today, it is one of the world's largest sweet-packaged food companies, with over 35 iconic brands sold in more than 170 countries. The Ferrero Group brings joy to people around the world with much-loved treats and snacks including Nutella^®, Kinder^®, Tic Tac^®, and Ferrero Rocher^®. More than 47,000 employees are passionate about helping people celebrate life's special moments. The Ferrero Group's family culture, now in its third generation, is based on dedication to quality and excellence, heritage and a commitment to the planet and communities in which we operate.  

Ferrero entered the North American market in 1969 and has grown to more than 5,400 employees in 15 plants and warehouses, and eight offices in North America across the United States, Canada, and the Caribbean. It has expanded its presence and portfolio with the addition of iconic brands such as Butterfinger^®, CRUNCH^®, Keebler^®, Famous Amos^®, Mother's Cookies^®, and other distinctive cookie and chocolate brands. Follow @FerreroNACorp on Twitter and Instagram. www.ferreronorthamerica.com.  

CONTACT: Cassi DePasquale, [email protected]

SOURCE Ferrero North America