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  • Halloween 2017

    Take a bite out of Halloween 2017 with a collection of innovative new items and returning seasonal favorites from Mars Chocolate North America. Halloween is more than one day. Consumers are celebrating throughout the season with more and more usage occasions including Back-to-School, Decorating and Treating, Baking, Parties, Booing and Trick-or-Treating. With so much excitement, Mars’ iconic brands - M&M’S®, SNICKERS®, MILKY WAY®, TWIX®, DOVE®, 3 MUSKETEERS® and MALTESERS®-- are dressed up and ready to wow consumers with new flavors, new variety bag mixes and eye-catching graphics and displays.

    Seasonal Trends

    • Throughout the fall season and Halloween, consumer participation is high among several usage occasions: 71 percent participate in Trick-or-Treating, 62 percent participate in Decorating & Treating, 51 percent participate in Halloween parties and 16 percent participate in purchasing treats for self.1
    • 95 percent of Halloween shoppers purchase chocolate candy, and of the more than $2 billion spent on candy during Halloween, more than $1 billion was spent on chocolate.1
    • 72 percent of consumers say that chocolate is their favorite Halloween treat.2
    • Trick-or-Treating accounted for 77 percent of the season’s dollar sales.3
    • Halloween parties are the fastest-growing usage occasion with 51 percent of consumers attending or hosting a Halloween party.1
    • Some 44 percent of total shoppers purchase items for Halloween cooking and baking, and 47 million use Halloween candy for baking.1
    • Mars Chocolate has 5 brands in the top 10 that account for 35.7% of Halloween chocolate dollar sales.3 Mars Chocolate boasts three of the top five best-selling items during Halloween.3
    • In 2015, Mars Chocolate shapes outpaced the category and competitors with significant sales growth.3
    • TWIX® is the #1 brand for families with older kids (13-17).3
    • 83 percent of consumers feel variety bags make shopping easier, and variety bags are a top growth driver.3 In support, Mars Chocolate has added four new offerings for 2017.
    • For the past several years, consumers have continued to shift to larger packages of confections, driving a +6.2 percent increase in sales of XXL bags. Mars Chocolate remains the #1 producer of XXL bags, outpacing the category and competitors.3
    • The sales of XL and XXL bags combined account for 42.6 percent of Trick-or-Treating sales.3

    Displays and Graphics

    Mars Chocolate makes Halloween and the fall season frightfully fun with redesigned graphics and packaging that improve aesthetic appeal and increase purchase intent. Each season Mars Chocolate delivers a new array of eye-catching displays and product packaging and sizes in seasonally relevant colors.


    Mars Chocolate casts a spell on Halloween sales and gets shoppers excited about the season with a dedicated 360° marketing campaign across all brands. Highlights include dedicated television advertising; full-page print ads in leading national publications; digital, PR and social media with ads on high-traffic sites; impactful displays and more POS/POP tools available for retailers in 2017; and national FSIs with competitive coupon offers.

    New Items

    To learn more about new offerings for Halloween 2017, please click on the PDF icon above to view the fact sheet.

    1. Ipsos 2015 Halloween Quantitative Study
    2. National Retail Federation 2015 Halloween Consumer Spending Survey
    3. Nielsen Halloween 9 Weeks Ending 10/31/15

    Ampy Vasquez (973) 691-3536