Halloween Increasingly Enjoyed by Adults
PARSIPPANY, N.J. — Halloween isn't just a celebration for kids anymore.
In a recent nationwide survey of more than 5,000 adult consumers, Ferrero North America found that Halloween is increasingly becoming a holiday for adults. When it comes to their preferences and their plans to celebrate the holiday this year, 40% of adults say Halloween is their favorite holiday, beating out the December holidays and the Fourth of July.
Sixty-nine percent say they plan to buy candy even if they don't expect trick-or-treaters, while 67% with children in their household say they plan to buy extra candy during Halloween "just in case" they run out, but secretly keep a stash for themselves after the holiday.
[Read more: Halloween Spending Expected to Break Records]
Other key findings include:
- 58% say they plan to decorate their house for Halloween
- 60% say they enjoy carving pumpkins for Halloween
- 47% say they dress up in costume for their own enjoyment
- 36% dress their pets up for Halloween
- 77% feel nostalgic about trick-or-treating
"Halloween has traditionally been thought of as a children's holiday, but we're seeing a growing trend of adults fully embracing Halloween for themselves," said Neal Finkler, vice president of marketing for the Ferrero Mainstream Chocolate portfolio. "It's no longer just about creating a fun experience for kids with candy, costumes and decor — adults are indulging more than ever and using Halloween as an opportunity to celebrate and enjoy their favorite treats. We're making sure our products and marketing help these adults enjoy Halloween too."
Ferrero's Mainstream Chocolate and Kinder portfolio is a growing force during the Halloween season. Last year, the portfolio grew by 14% over the previous year, outpacing the category by almost 10%, according to the company.
The nationwide study was conducted on behalf of Ferrero by Golin in partnership with Dynata among 5,046 adults aged 18 and older, who were surveyed online from Sept. 4-16.
Ferrero North America is part of the global sweet-packaged food company the Ferrero Group. Today, the company has more than 35 iconic brands sold in more than 170 countries, including Nutella, Kinder, Tic Tac, Ferrero Rocher, Butterfinger, CRUNCH, Baby Ruth, 100 Grand, Keebler, Famous Amos and Mother’s Cookies.