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Spending on Halloween Candy to Hit $2.7B

WASHINGTON, D.C. — More than three-quarters of U.S. consumers are expected to purchase sweet treats this year for Halloween, with chocolate, small packages and Halloween-themed confections being among the most popular.

This is just one of the findings to come out of a recent consumer survey released by the National Confectioners Association (NCA). 

NCA, the trade association representing the U.S. confections industry, estimates that American consumers will spend $2.7 billion on candy this Halloween. 

"American candy makers are pleased to share in the joys of Halloween," said NCA President and CEO John Downs. "We know Americans will enjoy our treats in moderation as they do throughout the year. Our companies make confections in communities across the United States that invoke feelings of nostalgia and generate excitement with innovation and new flavors. These treats are often the centerpiece of holiday traditions."

The survey also found that nearly 90 percent of parents will use Halloween as an opportunity to talk to their children about moderation as it relates to candy. Likewise, the survey showed consumers are continuing to enjoy candy responsibly with four out of five people agreeing that it's perfectly fine to enjoy Halloween candy in moderation. 

Some other findings from the NCA survey are:

  • 85 percent of U.S. consumers give out miniature- or snack-size candy for Halloween. 
  • 80 percent of people believe they should have candy on Halloween so long as they do so as part of a balanced lifestyle.
  • Among parents surveyed, 72 percent said they sample their children's Halloween treats whether the children know it or not. 
  • 85 percent of parents have a plan for helping their children enjoy candy in moderation in the days after Halloween. 
  • 37 percent establish a specific number of pieces their children can have each day, while a quarter of parents take full responsibility as gatekeeper by doling out the candy themselves. 

Looking at specific candy types, chocolate in all its varieties is the star of Halloween, with 68 percent of people saying it is their favorite Halloween treat. Candy corn comes in second at 10 percent, followed by chewy and gummy candy (7 percent). 

Regardless of candy type, 60 percent of Americans prefer their confections to be in Halloween wrappers or packaging.

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