Reese’s Peanut Butter Cups Lose Top Spot as Most Popular Halloween Candy

For years upon a year, Reese’s Peanut Butter Cups were the king of Halloween candies, favored by children and adults in equal measure. But, come 2024, the unthinkable has occurred: M&M’s are finally dethroning Reese’s from their top spot as America’s number one Halloween candy. No small challenge, to be sure, considering Reese’s has dominated trick-or-treat bags for as long as anyone can remember; now M&M’s diverse flavors and ease of eating have pushed them to number one.

M&M’s: The New King of Halloween

M&M‘s rise to the top reflects a broader trend in consumer tastes. From classic milk chocolate flavor to peanut, pretzel, and even limited-time flavors such as caramel apple or white pumpkin pie, M&M’s casts a wide net over consumers. They’re also easy to share, making them perfectly positioned for Halloween parties and trick-or-treating.

Halloween candy spending was projected to be eye-popping at $3.5 billion in 2024, with M&M’s projected to be the front-runner of that group. Reese’s-a long-time favorite-had been pushed into second. Meanwhile, Sour Patch Kids jumped into third place, indicating sour and tangy candies might be gaining preference over the old standards.

Why the Shift?

Several reasons explain the sudden rise of M&M:

Variety is the Spice of Life: M&M’s do variety well. With different flavors to their special holiday editions to keep people coming back for more pumpkin-spice M&M’s in October to candy cane M&M’s at Christmas-their customization options think personalized M&M’s for parties they go to for consumers looking for something unique.

Convenience and Shareability: Unlike some candies, M&M’s are naturally a candy that one might consider bite-sized without making a mess of it. M&M’s come in single-serving packs that are just right for tossing into a candy dish or for trick-or-treat bags.

Whimsy of Nostalgia, Melding with Modern Tastes: While M&M’s may carry a host of nostalgic flavors, in many ways, over the years, they have reinvented themselves through newer flavors that appeal both to the older generations and the newer generation seeking novelty in tastes.

Nutritional Trends: Living in a time when allergy awareness and special diets are on the rise, many of the flavors of M&M’s marketed today are peanut-free or gluten-free, making it a safer choice for homes with dietary concerns.

Regional Candy Preferences :

It’s Not All Chocolate But while M&M’s hold the top spot nationally, candy preferences vary wildly across different states. For example, Utah has a soft spot for Peanut M&M’s, but Ferrero Rocher chocolates rank higher with Texans. California mirrors the national trend, with M&M’s the leading candy choice, followed very closely by Reese’s and Skittles. Indeed, one of the most interesting revelations this year pertains to the sour candy explosion. While Sour Patch Kids took third place overall, they are also especially popular in bold states like Texas.

Please check the following State Data Table for popular candies:

Fun with Instacart’s “Scare Score” and Candy Trends

For the candy-curious, Instacart weighed in with its “Scare Score,” which ranks how different cities are relative to their enthusiasm for Halloween based on their respective candy, costume, and decoration purchases. This year, residents of Lehi, Utah, took top honors, with a serious commitment to pulling out all the stops to celebrate Halloween in style. Instacart also provided some interesting state-specific candy preferences: California loves its M&Ms, while Illinois strangely goes for Twizzlers.

Halloween Candy’s Uncertain Future:

Halloween candy trends come and go with the whimsy of consumer tastes. M&M’s is on the rise while Reese’s is on the decline, which says a lot about how variety, marketing, and convenience influence what ends up in our trick-or-treat bags. As dietary trends evolve, candy companies will likely continue releasing more options to suit gluten-free, nut-free, and other modern dietary needs. Meanwhile, the increasing popularity of sour candies such as Sour Patch Kids suggests that strong, sour flavors could be a new staple of Halloween for years to come.

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