Halloween candy shopping is getting more adventurous. Mars says U.S. shoppers still love chocolate, but many are now looking for texture and bold flavor twists, not just straight sweetness.
Mars says texture and extreme flavors are shaping Halloween candy picks
Mars released its 2026 “Mars Tricks, Treats and Trends” report on July 23, 2026, tying the findings to the 100-day countdown to Halloween. According to the company, the report draws on a Morning Consult survey of 3,001 U.S. adults age 18 and older who said they plan to celebrate Halloween. The survey was conducted online in English from June 1 through June 5, 2026, and Mars said the full results carry a margin of error of 2%.
The clearest takeaway for candy shoppers is that novelty matters. Mars said 71% of surveyed adults want texture in their treats, while nearly 60% are looking for what it called “extreme” flavors. That helps explain why the company is highlighting products with crunchy or seasonal elements as part of its 2026 Halloween lineup.
Mars connected those taste preferences to specific products already heading to stores. The company said new items include TWIX Skulls, SNICKERS Pumpkins Fun Size and SKITTLES POP’D Creepy Crunch, alongside returning products such as SNICKERS Ghoulish Green and M&M’S Halloween Blend. In a separate 2026 seasonal announcement, Mars described SKITTLES POP’D Creepy Crunch as a freeze-dried candy with a crunchy, airy texture.
Halloween shopping is stretching into a longer season
Mars said Halloween is no longer acting like a one-night event for many shoppers. In its 2026 report, 57% of U.S. adults said Halloween is now a full season rather than a single day. Two-thirds of Americans said they wish they could buy their favorite Halloween candy year-round, and that figure rose to 76% among Gen Z, according to the company.
Mars also said nearly 60% of Gen Z consumers are either aware of or have taken part in Summerween, the early-season Halloween trend that pushes spooky snacks and decor into summer. Tim LeBel, chief Halloween officer and chief customer officer at Mars Snacking North America, said in the company’s announcement that “culture, not the calendar” is shaping the season and that earlier celebrations are gaining momentum.
For shoppers, that longer window matters because it changes when seasonal products start appearing. Mars said its 2026 Halloween portfolio is hitting shelves nationwide now, beginning in July. That means families planning classroom treats, party candy bowls or early fall gatherings may see more seasonal options well before October.
Social media inspires the list, but shoppers still buy candy in stores
Mars said younger shoppers often discover Halloween candy trends online first. Among Gen Z respondents, 53% said they spot trends on TikTok, followed by 49% on YouTube and 48% on Instagram. Even so, Mars said the final purchase still usually happens in person.
According to the report, 43% of Gen Z shoppers buy Halloween treats at large-format retailers and 41% buy them at grocery stores. That suggests social media may help shape the shopping list, but the candy aisle still closes the sale. For supermarkets, that is a reminder that seasonal displays still matter even as discovery moves onto phones.
Mars also framed candy as part of hosting and neighborhood identity. The company said 75% of U.S. adults agree a shared candy bowl builds community, and 71% believe the candy they hand out says something about them. Regional preferences also showed up in the report: Mars said the West had the strongest preference for Halloween-themed treats at 48%, while the South showed the strongest preference for gummies at 46%.