Halfway to Halloween? Mars says, “Why wait?” It’s not even summer, but Mars is already handing out full-sized treats with the return of its “Halfway to Halloween” campaign—and this year, it’s bigger, bolder, and a whole lot sweeter. With a brand-new batch of themed goodies and some spine-tingling consumer insights from its “Tricks, Treats and Trends” report, Mars proves once again it’s the head witch in charge of Halloween.
From chocolate royalty to ghoulish gummies, Mars is giving candy fans (and CPG pros) a preview of what to expect when spooky season officially rolls around.
What’s the big boo?
Mars teamed up with Ipsos to dig into the pumpkin-shaped candy bowl of U.S. Halloween habits. The result? A deliciously detailed report that unwraps how Americans are planning, purchasing, and (let’s be honest) snacking their way through Halloween 2025.
Here’s what’s brewing:
- 95% of Halloween celebrators buy candy (shocking no one).
- Chocolate is still king, with 80% of shoppers opting for the good stuff.
- Gen Z and Millennials are planning earlier—and buying the moment treats hit shelves.
- The rise of “Summerween” means spooky vibes are officially in season by July.
- Shoppers love themed candy, especially when it comes in cute pumpkins and eerie green colors.
So what’s Mars doing with all this data? Turning it into a Halloween lineup so sweet, it’s scary.
Mars isn’t stopping with candy alone. This year, they’ve taken seasonal innovation a step further with the Mars Tails & Treating Pack, combining classic Halloween chocolates with treats for pets. This move shows how the brand is expanding the Halloween experience for the whole family (both humans and furry friends) while continuing to leverage insights from their Tricks, Treats & Trends research.
The new candy on the block
Mars is conjuring up new twists on classics, with a cauldron full of fun-sized surprises.
New for 2025:
- M&M’S® Halloween Blend (Milk Chocolate, Peanut, AND Peanut Butter!)
- M&M’S® Pumpkin Pie makes a spooky-sweet comeback
- SNICKERS® Pumpkins 6-Pack for serious snackers
- Ghoulish Green TWIX® and SNICKERS® are back to haunt your candy bowl
- SKITTLES® Shriekers bring the sour scream
- New variety packs mixing STARBURST®, SKITTLES®, and HUBBA BUBBA®—a chewy monster mash!
Basically, Mars is going full candy-mania—and your bulk orders better be ready for it.
Early birds and bat-shaped bags
Why does this matter for the food industry? Because timing is everything, and Halloween is creeping earlier every year. Gen Z and Millennials aren’t waiting for the leaves to turn. They’re already planning parties, buying decorations, and tossing Halloween candy into their carts—digital or otherwise.
Translation: get your chocolate, fruit flavors, and spooky packaging lined up… yesterday.
Spooky szn starts now
If you’re in the business of sweet things—think R&D, private label, wholesale, or co-packing—Mars’ report is more than a fun-size fact sheet. It’s a neon sign blinking: “Prepare early. Scale fast.”
Here’s how to stay ahead:
- Stock cocoa and fruit-based ingredients now—don’t wait for fall.
- Invest in themed packaging that screams “limited edition.”
- Expect faster product rotations and custom blends to hit shelves earlier each year.
- Keep an eye on Gen Z—they’re driving seasonal innovation and fruity flavor demand.
Halloween is becoming a multi-month opportunity. Don’t let your bulk strategy get ghosted.
Chocolate rules the tomb!
Halloween 2025 is already creeping in—and consumers are all about it. Mars is riding the wave with clever products, wild flavors, and enough variety packs to fill a haunted mansion. But behind the candy corn curtain, there’s a smart CPG play: data-backed innovation + early rollout = winning season.
Whether you’re sourcing chocolate chips, dreaming up sour flavor profiles, or brainstorming your next tricked-out treat, now’s the time to act.
Want help brewing up your next Halloween hit? Source86 has your back—no broomstick required. Reach out today or explore our frighteningly good ingredient selection. Happy (early) Halloween!
