#USA #Parsippany #Ferrero #Halloween #Adultoween

The Rise of 'Adultoween': A New Halloween Trend

In a recent survey conducted by Ferrero North America, the popularity of what has been dubbed 'Adultoween' has surged, marking a notable shift in how adults perceive Halloween. The findings, released in the Ferrero Halloween Report, reveal fascinating insights into how this holiday is increasingly becoming a domain for adults rather than just children.

More than half of the adults surveyed, precisely 54%, expressed a desire for their very own Halloween night without the burdens of childcare responsibilities. This assertion signifies a cultural shift suggesting that Halloween can be a festive occasion for adults too, allowing them to relish in the fun without parental duties weighing them down.

The Adult Perspective on Halloween

The survey underscores that many adults are ready to claim Halloween as their own. An impressive 62% of respondents view the celebration as equally enjoyable for adults as it is for children, and 71% of parents concur that Halloween can be a festive time for grown-ups as well. For 47% of adults, Halloween stands out as their favorite holiday, clearly demonstrating an emotional connection to the season of spookiness.

Chad Stubbs, the Chief Marketing Officer of Ferrero North America, stated, "Last year we identified the emerging 'Adultoween' trend, and now it's evolving into a full cultural movement. Adults aren't just participating—they're embracing Halloween as a personal holiday, carving out child-free celebrations, and curating their candy collections."

The Great Candy Heist

Interestingly, the survey also highlighted some amusing behaviors associated with how adults approach Halloween candy. A whopping 64% of adults reported buying candy even if they don’t plan on having any trick-or-treaters at their door. Among parents, 71% buy extra candy for themselves with the hope of indulging, 'just in case' the opportunity arises.

Moreover, the sentiment that adults deserve to enjoy candy is strong; 58% believe they should be entitled to treat themselves while accompanying little trick-or-treaters, and 64% think they have a right to any leftover candy that their children bring home.

Candy Preferences Galore

When it comes to candy, adults have clear preferences. The report indicated that 76% of respondents favor full-sized candy bars, while 72% opt for premium chocolates. Nostalgia plays a significant role as well, with 67% choosing childhood favorites, and 72% emphasizing familiar flavors over new, experimental ones. Most significantly, 63% view the occasion as prime time for guilt-free candy indulgence, an enticing prospect indeed!

A Gender Divide in Candy Purchases

The survey also revealed some intriguing gender differences in candy acquisition. While 65% of men purchase extra Halloween candy to enjoy personally, only 55% of women do the same. Moreover, 52% of men are willing to splurge on premium candies to achieve 'good candy house' status, compared to 41% of women. It appears that some men are even willing to judge their neighbors based on the quality of candy they offer.

Nostalgia Fuels the Trend

A strong underlying theme driving the 'Adultoween' trend is nostalgia. About 60% of respondents stated that their motivations for celebrating Halloween are rooted in nostalgia, a sentiment that leaps to 68% among parents. This emotional connection is likely one of the reasons why 65% of adults would opt for a haunted house experience over an awkward encounter with an ex, emphasizing Halloween's potential to provide an engaging escape from reality.

Ferrero's Halloween Selection

Ferrero has recognized these trends and has tailored its Halloween products accordingly. Their current Halloween collection includes favorites like Marshmallow Butterfinger®, CRUNCH® White, Keebler® Spookie Fudge Stripes, and new additions such as Kinder Bueno Halloween Snack Size Bags and Kinder Joy® Glow in the Dark Halloween Eggs.

Conclusion

The results from this nationwide study reflect a significant shift in how adults engage with Halloween, suggesting that this season has the potential not only to entertain children but also to offer rich, nostalgic experiences for adults. With an ever-increasing desire for autonomy over their Halloween celebrations, adults are fully stepping into the realm of 'Adultoween.' As Ferrero continues to innovate within this landscape, the future of Halloween may just belong to the adults after all.