WASHINGTON--(BUSINESS WIRE)--Do you know the tricks for the best Halloween treats? The 60+ generation certainly does, according to the results of the National Confectioners Association’s (NCA) new national survey. Of all demographic age groups surveyed, the 60+ population is the most likely to hand out candy (84 percent of respondents vs. 75 percent of the general population) and the least likely to run out (37 percent vs. 50 percent of the general population) in a season expected to reach $2.5 billion in confectionery sales.
”While the 60+ generation is clearly winning in the trick-or-treating category, this year’s survey tells us that all demographics own some aspect of the holiday season,” said NCA Vice President of Communications Susan Whiteside. “From males to females, millennials to 60+, coast to coast, all Americans are getting into the holiday spirit, and how they celebrate the big day might just surprise you.”
Halloween Superlatives
After analyzing data by demographic groups, certain populations demonstrated their clear ownership of holiday trends:
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Most Likely to Keep Trick-or-Treaters Smiling: The 60+ Generation
Eight-four percent of this generation plans to hand out Halloween candy, the most of any age group. And they come prepared: only 37 percent of respondents in this demographic report running out of candy. -
Most Likely to Go All-Out: Millennials
Millennials lead the pack for attending Halloween parties (51 percent) and dressing up in costume (47 percent). Fido also gets to join in on the fun, as nearly a quarter of the generation plans to dress their pet in “Howl”oween garb, compared with only 13 percent of the general population. -
Most Likely to Steal Your Treats: Parents
When their kids are away, 23 percent of parents pull a Halloween trick and sneak a few hard-earned treats. No wonder 70 percent of parents say they will take their children trick-or-treating! Interestingly, Mom and Dad are most likely to steal from their small children’s stashes rather than face the wrath of their teenagers. -
Most Likely to Decorate: Women
A majority of women plan to welcome ghouls, ghosts and goblins to their “spooktacular” themed homes. Compared to 55 percent of men, 64 percent of women said they plan to decorate for Halloween. -
Most Likely to Cause a Fright: Men
While no more than 15 percent of respondents plan to scare this year’s trick-or-treaters, men are both the most likely to play scary music and to hide and jump out at their visitors.
Holiday Consumption Trends
NCA’s survey provided insights on how Americans will enjoy their Halloween treats:
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They Really Are Sweeter in the Midwest!
Three-quarters of survey respondents plan to hand out candy this year to Halloween enthusiasts, with the most coming from the Midwest (79 percent). In the South, 76 percent will hand out sweets, followed by 74 percent in the West and 71 percent in the Northeast. -
Lessons in Moderation
Forty percent of parents say they limit their child’s candy consumption to a certain number of pieces per day until it runs out. The second best way to moderate? Sharing! Fifty-five percent of parents say they have a house rule that candy must be shared. -
Torn on Candy Corn
Of those who celebrate Halloween, only a slight majority believe candy corn is a must-have during the holiday. It is slightly more preferred by women (54 percent) than by men (50 percent).
For more sweet information on candy, Halloween and celebration ideas, see NCA’s “Halloween Central” at www.candyUSA.com/Halloween. Also follow NCA on Twitter: @CandyUSA.
About the National Confectioners Association (NCA): The National Confectioners Association fosters industry growth by advancing the interests of the confectionery industry and its customers. Serving as the voice of the industry, the Association advocates for the needs of the industry before government bodies, helps the industry understand and implement food safety and other regulations, provides information to help members strengthen their business in today’s competitive environment and creates relationships between all sectors of the industry including manufacturers, brokers, trade customers, suppliers to the industry and our consumers.
