Mars has unveiled its 2024 Halloween product lineup and the findings from its inaugural “Mars Tricks, Treats and Trends” report. This year’s product lineup includes several returning favorites, such as Ghoulish Green Snickers and Twix, but also introduces a new flavor and mixed variety bags, inspired by learnings from Mars’ new report.
“At Mars, we celebrate Halloween every day, all year long,” said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America. “Our 2024 Mars Wrigley Halloween product lineup is a direct reflection of our consumer obsession and offers a playful blend of taste, creativity and on-trend seasonal offerings to deliver products we know will end up in the ‘good’ pile on Halloween night.”
As consumers continue to favor seasonal-inspired flavors, Mars Wrigley is adding M&M’s Milk Chocolate Pumpkin Pie to its Halloween portfolio. The festive candies feature on-trend pumpkin spice flavors in a milk chocolate shell that delivers the feel-good flavor of fall.
The “Mars Tricks, Treats and Trends” report also found that a majority of consumers who plan to purchase candy (55 percent) look for variety bags with a blend of fruity and chocolate candies. This year, Mars is meeting the demand with variety bags that mix Mars brands like Twix, Snickers, Life Savers Gummies, and Skittles Gummies.
Mars’ complete 2024 Halloween product lineup includes:
- NEW! M&M’S Milk Chocolate Pumpkin Pie
- NEW! Redesigned Snickers Pumpkins packaging
- Mars Wrigley mixed variety bags, with offerings like gummy and chocolate together
- Twix Ghoulish Green
- Snickers Ghoulish Green
- M&M’s Ghouls blend in Milk Chocolate, Peanut and Peanut Butter
- Snickers Fun Size Bucket
The new “Mars Tricks, Treats, and Trends” report was developed with Ipsos and looks at attitudes among American adults who plan to celebrate Halloween. The report delves into consumer Halloween preferences, uncovering insights and emerging patterns in consumer behavior and purchase decisions leading into and during the season. From trick-or-treat plans to Halloween flavor and format preferences, the report provides a first look at this year’s anticipated trends. The data also takes a look at generational Halloween insights.
The data shows that consumers see candy as the No. 1 contributor to a positive Halloween experience. And while the National Retail Foundation predicted that a record number of Americans would celebrate Halloween in 2023, the “Mars Tricks, Treats, and Trends” report found that 85 percent of those planning to celebrate Halloween this year either plan to go bigger or retain similar plans compared to last year. This number is even higher among Gen Z and Millennials at 90 percent, with nearly one-third of Gen Z (32 percent) planning to go even bigger than last year.
The full report can be found here and offers some interesting insight into how the different generations celebrate our favorite holiday.
