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Trick-or-treat bags may skew fruitier as non-chocolate candies surge and chocolate loses share amid soaring cocoa costs. In the 12 weeks ending Oct. 5, chocolate accounted for 44% of U.S. Halloween candy volume, down from 52% last year; it averaged $8.02 per pound versus $5.77 for non-chocolate. Cocoa prices quadrupled to a January record of $10,710 per metric ton. Americans spent $7.4 billion on Halloween candy in 2024. Hershey led with 40.8% market share, while Mars rolled out Halloween stock July 5 and makes 30 million M&M’s daily in Topeka. Non-chocolate sales grew 4.9% in 2024; chocolate rose 0.4%.

Prepared by Emily Rhodes and reviewed by editorial team.