#USA #Newark #Mars #Halloween #Summerween

The Evolution of Halloween: Insights from Mars' 2026 Trends Report

As we inch closer to Halloween, Mars, the leading name in seasonal treats, has unveiled its much-anticipated 2026 "Mars Tricks, Treats and Trends" report. This year's findings bring to light a fascinating shift in how Halloween is being celebrated across the United States, particularly influenced by the younger generations and the growing trend of Summerween.

A Season, Not Just a Day

According to the report, 57% of U.S. adults now view Halloween as a season rather than just a day filled with costumes and trick-or-treating. Younger generations are leading this trend, with a remarkable 76% of Gen Z expressing a desire for access to their favorite Halloween candies year-round. This enthusiasm has triggered the rise of Summerween—an unofficial celebration that has captivated nearly 60% of Gen Z, either of whom are aware of it or have participated. Tim LeBel, Mars' Chief Halloween Officer, emphasized that culture is now the main driver for seasonal celebrations: "Halloween is becoming America’s longest retail season, marked by vibrant early festivities and themed snacks."

Candy as Social Currency

In today's social landscape, the act of sharing candy has morphed into a significant cultural currency. The report reveals that 75% of adults feel that candy bowls are instrumental in fostering community connections. It adds that 71% believe the choice of candy they distribute reflects their identity. To cater to this desire for social connection, Mars plans to enhance consumers' candy assortments with exciting new product launches for 2026. Among these are TWIX® Skulls, SNICKERS® Pumpkins Fun Size, and SKITTLES® POP'D Creepy Crunch, alongside beloved classics like SNICKERS® Ghoulish Green and MM'S® Halloween Blend.

Digital Discovery Meets In-Store Experience

The shopping landscape has also evolved, merging digital avenues with traditional retail. While Gen Z primarily discovers Halloween trends on platforms like TikTok (53%), YouTube (49%), and Instagram (48%), their actual purchases predominantly happen in physical stores. Notably, 43% of Gen Z shoppers seek Halloween treats at large-format retailers, and 41% prefer grocery stores. This phenomenon highlights the continued importance of tangible shopping experiences, even in this increasingly digital age.

Bold and Multi-Sensory Candy Experiences

The report reveals that 75% of U.S. adults consider candy consumption an essential part of their daily pleasure. Shoppers are seeking multi-sensory experiences and new flavors, with 71% desiring texture in their treats and nearly 60% on the lookout for bold flavors. This curiosity has led to new product innovations like the airy SKITTLES® POP'D Creepy Crunch and seasonal flavors including MM'S® Milk Chocolate Pumpkin Pie.

Interestingly, while chocolate remains the favorite treat nationwide, there are intriguing regional preferences; the West enjoys Halloween-themed sweets (48%) more than other regions, while the South shows a strong inclination towards gummy candies (46%).

Looking Ahead

With the report’s insights, Mars reaffirms its commitment to enhancing the Halloween experience each year. From the latest trends to classic seasonal favorites, Mars aims to deliver high-quality treats to help families and friends celebrate together, whether during Halloween or the exciting new festivities of Summerween. As the countdown to Halloween begins, the Halloween tradition continues to be more than just one night—it has transformed into a vibrant, extended celebration unfolding throughout the season.

For a deeper dive into the 2026 "Mars Tricks, Treats and Trends" report and to explore Mars' seasonal lineup, visit Mars.com.