What was once a simple night of costumes and handmade treats has become a multi-billion-dollar industry. In fact, Americans spent nearly $12 billion on Halloween in 2024, and $3 billion of that went to candy alone. Since individually wrapped treats became the standard in the 1950s, Halloween candy has only grown in scale and spectacle. Today, large retailers like Walmart and Target stock massive assortments and bulk buying is the norm. But it isn’t just about cost and convenience, candy trends have shifted with each generation. Here is a look at how Halloween candy has evolved through the decades.
Sweet Beginnings: Pre-1950s
What came first, candy or Halloween? Believe it or not, ancient civilizations were enjoying honey-based confections long before Halloween traditions developed. Still, the modern candy era didn’t take shape until Joseph Fry debuted the first molded chocolate bar in 1847. Candy Corn, Wrigley’s Chewing Gum, and Tootsie Rolls soon followed, and by 1900, Hershey’s Milk Chocolate bar hit the market (selling for 5 cents per bar). The cocoa and sugar craze led the candy industry to focus on basic mixtures like chocolate, caramel, and peanuts.
The roaring ‘20s introduced classics like Baby Ruth, Mounds, Milky Way, and Reese’s Peanut Butter Cups and the 1930s added Snickers, 3 Musketeers, and Tootsie Roll Pops to the mix. The confectionary boom continued into the 1940s with the invention of M&Ms, although the candy-coated pieces didn’t receive their iconic “M” stamp until 1950. These candies became household names and continue to dominate candy culture today, feeding the American sweet tooth. But the candy world wasn’t destined to stay sweet and simple.
The Rise of Fruity Flavors: 1950s & 1960s
Candy and Halloween became synonymous in the 1950s. Postwar suburban life encouraged trick-or-treating, and candy companies took advantage of the commercial opportunity by actively marketing kid-friendly, individually wrapped candies specifically for handing out. Although children continued to enjoy confectionery sweets, from enduring classics to once-popular treats like the Abba-Zaba taffy bar with its peanut butter center, American culture soon ushered in a more playful attitude. Bolder colors brightened everything from fashion to the candy aisle. Fruzola, a recent invention, was a fruit-flavored powder originally intended to be mixed with water to make a sweet drink. But kids had other ideas. They started downing the sugar straight from the packet, leading to the creation of the iconic Pixy Stix, six-inch paper tubes containing a variety of flavors like grape, orange, and cherry.
In the 1960s, fruit-flavored candy reigned supreme. Americans were introduced to Now & Later fruit chews, Lemonheads, SweeTarts, and one candy that remains in the top 10 most popular Halloween candies to this day: Starburst, originally sold under the name, “Opal Fruits,” in the original flavors of strawberry, lemon, orange, and lime, which are still available today. The name change was intentional, relating to the Space Race between the Soviet Union and the U.S. and resonated better with a global audience.
The Rise of Sour and Tangy Treats: 1970s & 1980s
Often considered the golden age for candy, the 70s and 80s brought television commercials with catchy jingles and playful characters that established an emotional connected with children. Fruit-flavored candies still prevailed in the 1970s with the introduction of Skittles, and the Reese’s Peanut Butter Cup gained even more fame with the release of Reese’s Pieces. The true innovation was the emergence of candy you could play with. The unique and explosive experience of Pop Rocks made it an instant sensation and Ring Pops quickly became a favorite among kids who loved the idea of edible jewelry.
Airheads hit the market in the 1980s, becoming a popular choice among candy lovers who appreciated a balance of sweet and sour. Sour Patch Kids also arrived at the scene, influenced by both the sour and sweet trend and the success of Cabbage Patch Kids. Additionally, Trolli gummy worms were released and featured in the blockbuster Ghostbusters, which helped it rise to fame. Candy innovation hit a peak with the launch of Nerds, which distinguished itself by its packaging and taste profile.
Extreme Flavors and Sensory Experiences: The 1990s & 2000s
These notorious decades were known for their over-the-top extremes. Although Warheads were created in Taiwan in the 70s, they were introduced to U.S. markets in the 90s and quickly became a defining part of the 90s culture. Caramel Apple Pops released and became one of the most-desired Halloween candies displaying a color similar to Nickelodeon’s iconic green slime, which was a symbol of kids’ entertainment. Gushers and Baby Bottle Pops were other notable candies that centered on delivering a sensory experience and multi-layered flavor profile.
By the 2000s, the Harry Potter series had become a cornerstone of global pop culture. Capitalizing on its immense popularity, Jelly Belly launched Bertie Bott’s Every Flavor Beans, a famous treat from the wizarding world brought in an interactive form for readers. Although the ongoing publication of the books helped keep the buzz alive, it was the blockbuster film adaptations that amplified commercial impact and cemented the jellybeans into the franchise culture.
Next-Gen Candy: 2010s & 2020s
Previous decades have pushed the candy industry to innovate at record speed, responding to pop culture moments and digital influence faster than ever before. A prime example is the 2018 U.S. debut of Kinder Surprise, also known as the Kinder Egg, a globally beloved chocolate egg with a mystery toy inside that gained popularity from social media. Its release was highly anticipated, and since then, Kinder has remained successful in making their treats more appealing by launching exclusive editions featuring brand collaborations with Paw Patrol, Harry Potter, and even the NBA.
Halloween candy aisles now showcase a mix of nostalgic classics and attention-grabbing new treats, proving that even today, the focus is as much about the experience as it is about the taste. Yet through all these changes, one thing remains constant: whether it’s a chocolate bar or a lip puckering sour treat, candy continues to be at the heart of the holiday.
Sources:
- https://candyflossmagazine.com/when-were-nerds-candy-invented/
- https://www.history.com/articles/iconic-american-candies
- https://www.fox13news.com/news/a-history-of-halloween-candy-trends-and-costs-through-the-years
- https://www.bhg.com/halloween-candy-timeline-11796557
- https://www.lovetoknow.com/celebrations/halloween/why-do-you-hand-out-candy-halloween
- https://www.statista.com/statistics/275726/annual-halloween-expenditure-in-the-united-states/
- https://candyloversemporium.com/where-to-buy-abba-zaba-candy-bar/
- https://historyofcandy.com/pop-rocks/
- https://sugarhighcandies.ca/blogs/news/top-candies-of-each-decade-from-the-1900s-to-2020
- https://csnews.com/bertie-botts-every-flavor-beans
- https://www.dailymail.co.uk/femail/article-4556642/Kinder-Eggs-set-release-January-2018.html
Disclosure:
Investment Advisory Services offered through Trek Financial LLC, an investment adviser registered with the Securities Exchange Commission. Information presented is for educational purposes only. It should not be considered specific investment advice, does not take into consideration your specific situation, and does not intend to make an offer or solicitation for the sale or purchase of any securities or investment strategies. Investments involve risk and are not guaranteed, and past performance is no guarantee of future results. For specific tax advice on any strategy, consult with a qualified tax professional before implementing any strategy discussed herein. The content is developed from sources believed to be providing accurate information; no warranty, expressed or implied, is made regarding accuracy, adequacy, completeness, legality, reliability, or usefulness of any information. Consult your financial professional before making any investment decision. Trek 25-342
253.799.6416
invest@bulwarkcapitalmgmt.com