Brand loyalty, cost rank highest in importance for Halloween candy shopping habits

When it comes to Halloween treats, brand loyalty remains the top indicator for consumers’ purchasing behaviors, regardless of consumer trends that point to clean, healthier ingredients.

A new study from Trax suveyed 12,000 consumers about their candy habits, and it found that 92% of consumers do not stray from their favorite candy brand, while only 75% make spontaneous purchases when shopping for the sweet indulgences. 

For this reason, the study said it’s vital for companies to place their product in an attractive way to draw in new consumers. Sixty eight percent of consumers said retail store displays were very important in their buying decisions.

Chocolate brands such as M&Ms, Hershey, Reese’s, Snickers and KitKat ranked the most popular while the most popular sweet brands were Twizzlers, Jolly Rancher, Skittles, Starburst and Haribo. 

The better-for-you candy and chocolate category is making its way into the market. 

SkinnyDipped ranked the most popular healthier brand for consumers, followed by barkThins, Tru Fru, Unreal and finally Smart Sweets. 

Almost half (47%) of consumers said they are willing to spend five to 10 dollars on a candy product, and healthier options usually run on the more expensive side. 

Unreal, for example, is selling its special Halloween edition Coconut Chocolate Bars and Dark Chocolate Peanut Butter Cups for $28.48 per two boxes, while a pack of 24 SkinnyDipped Dark Chocolate Cocoa Almonds costs $32 on Amazon. 

Multiple recent studies have pointed to consumers becoming hyper-aware of ingredient quality. Experts say the trend is putting smaller, health-focused, niche CPGs that specialize in the better-for-you products, in a position for growth. 

But during a time like Halloween and the holiday season, it may be more difficult for these brands to make their way into consumers’ shopping carts.