The Halloween candy craze captured more consumers than ever. Seasonal candy sales are up 34% to-date in the second half of 2021 versus last year, and up 41.3% versus two years ago. This growth has primarily been driven by an increased household penetration in the category (+5.2 percentage points versus YA & 2YA), though household buying rates are also up slightly compared to years past.
Everyday candy continues to satisfy sweet tooths everywhere. Sales of non-seasonal candy – which make up the bulk of overall candy sales throughout the year– also remain elevated versus 2020 and 2019 (+21.5% and +27.6%) driven by higher buy rates per household and a small increase in overall household penetration. Last year, non-seasonal candy saw a pronounced boost the week of Halloween, as consumers supplemented their traditional Halloween candy purchases with some of their everyday favorites.