What’s a sweet tradition that never fades?
For many, it’s Halloween. Sure, it’s fun to dress up, hang out with friends, get into some school antics, and throw epic parties. But let’s “Creep It Real,” Halloween is all about the candy! From sweet treats to savory bites and even a few boo-zy sips for the older crowd, there’s a lot on the menu for Gen Z this Halloween. Read on to discover the most coveted candies, hottest costumes, and favorite fast food fix as this generation gears up for a night to remember!
The Survey Results Are In
To get a clearer picture of what’s driving these Halloween sales, we recently surveyed 1,000 participants: 500 younger Gen Z (ages 12-17) and 500 older Gen Z (ages 18-27) to reveal their top candy, costume, and fast food preferences.
While the surveys were largely similar, we included specific questions about alcohol consumption for the older group to reflect their different life stages and social experiences.
This approach provided insights into how both age groups celebrate Halloween. The results offer a glimpse into what makes Halloween special for Gen Z — showing exactly what they’re hoping to bag on their trick-or-treat rounds this year.
*All respondents were from the U.S. between the ages of 12-27 through the Field Agent app on August 31, 2024. We conducted 2 similar surveys, considering half of the generation are adults and adults with kids. The younger demographic filled out the survey with the permission and assistance of a parent. The survey was conducted entirely through the Field Agent app. Gen Z – Ages 12- 17: Male respondents (n =89): 18-20 years old (1%), 21-29 (7%), 30-39 (26%), 40-49 (44%), 50-59 (16%), 60+ (6%); Female respondents (n = 408): 18-20 years old (0%), 21-29 (7%), 30-39 (35%), 40-49 (43%), 50-59 (12%), 60+ (3%). Gen Z – Ages 18- 27: Male respondents (n =125): 18-20 years old (10%), 21-29 (90%); Female respondents (n = 361): 18-20 years old (6%), 21-29 (94%).
Candy Crush: The Favorites of Gen Z Revealed
As a parent of three Gen Zers myself, Halloween has become a candy obsession. The kids eagerly dump their loot on the floor, eyes gleaming as they meticulously sort their treasures. From chocolate bars to sour treats, they categorize everything, leaving the less popular pieces. Then comes the trading. Negotiations worthy of Wall Street as they swap less-loved candies for favorites. It’s serious business, with the overlooked candies often remaining long after the coveted ones have vanished. The cry of “I WANT CANDY!” echoes more times than I can count.
One Gen Zer in our survey expressed a different perspective: “I don’t have any one favorite candy. I look forward to it because I look forward to all of it!” While candy is central to Halloween, this sentiment captures the broader appeal. It’s about the whole experience and anticipation. Is this why Gen Z and their parents leave shelves bare with this candy craze?
Our findings reveal that chocolate is the clear favorite among all Gen Z participants when it comes to Halloween treats. However, the Gen Zers in my household like chocolate, but they love fruity gummy candies. As they enjoy their stash, I’m more than happy to trick or treat myself with the classic “parent tax.” More chocolate for me!
Trick or Treaters were asked their favorite type of Halloween candy. According to past surveys, Reese’s, Hershey’s, and Snickers have held their positions in the top 5. Was this year any different? Gen Z agrees that Reese’s are wickedly good.
Reese’s claimed the top spot again as the favorite candy among both age groups, with 29% of younger Gen Z (ages 12-17) and 28% of older Gen Z (ages 18-27) choosing it as their top pick. Hershey’s and Kit Kat tied for second place at 12% each among younger Gen Z, while Kit Kat secured a strong second place with 20% among older Gen Z. Hershey’s maintained its popularity across both groups, holding steady at 12%.
