Adults are increasingly driving Halloween candy sales, according to Ferrero Group's third annual Halloween Report, released today. The survey of 1,000 U.S. adults found that 73% buy candy even without expecting trick-or-treaters, while 75% view Halloween as an opportunity to indulge without guilt. Ferrero has branded this shift "Adultoween"—adults reclaiming the holiday on their own terms.

Key Findings Adult participation in Halloween has grown measurably year-over-year.

Seventy percent of Americans now say Halloween is as much for adults as for kids, up from 62% in 2025; among parents, that figure climbs to 81%, up from 71%. For the first time, a majority of surveyed adults (53%) named Halloween as a favorite holiday, and 58% believe it should be a national holiday. Among Gen Z respondents, those figures rise to 68% and 78%, respectively. Seventy percent of respondents believe in the "Halloween parent tax"—the right to some of their children's candy.

Shifting Celebration Patterns The holiday's social profile is changing.

Sixty-two percent say the ideal Halloween night involves staying home rather than going out. The most-cited activity adults plan to pursue is pairing candy with binge-watching content (37%), significantly outpacing adults-only parties (23%). Nostalgia plays a significant role in purchasing behavior. Sixty-nine percent of respondents said Halloween makes them feel nostalgic, climbing to 77% of Millennials and 80% of parents. Sixty-two percent of adults said there should be no age limit for trick-or-treating.

Product Lineup Ferrero's Halloween collection is now available nationwide and includes Kinder Joy x Stranger Things Eggs, Kinder Bueno Halloween Lay Down Bags, Butterfinger Skull, Keebler Spookie Fudge Stripes, and Mother's Eerie Critters.

Why It Matters

For retailers and manufacturers, the data signals a shift in category dynamics: adult-directed Halloween merchandising and premium placement may outpace traditional kids' assortments. Convenience stores, mass retailers, and specialty candy shops should monitor whether in-store allocation favors indulgence-focused products over costume-focused alternatives.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors