Mars is celebrating Halfway to Halloween with the reveal of its 2025 Halloween product lineup and the release of its second annual “Mars Tricks, Treats and Trends” report. Conducted in partnership with Ipsos, the report highlights evolving consumer behaviors around Halloween candy buying, with chocolate still dominating and Gen Z driving early and alternative celebrations like “Summerween.”
The 2025 collection includes returning seasonal favorites like SNICKERS Pumpkins, Ghoulish Green TWIX and SKITTLES Shriekers, along with new offerings such as M&M’S Halloween Blends in Milk Chocolate, Peanut, and Peanut Butter. Mars is also introducing themed packaging, including a six-pack of SNICKERS Pumpkins and fun-size M&M’S Peanut Butter giveaway bags.
The data shows 95% of Americans celebrating Halloween purchase candy, with chocolate remaining the top choice. However, Gen Z and Millennials show a stronger interest in fruity and sour treats. In response, Mars is expanding its variety pack options, mixing chocolate favorites with fruity classics like SKITTLES, STARBURST, and HUBBA BUBBA.
According to Mars, themed and early-released candy is gaining traction, and the brand is leaning into year-round excitement. This year’s product range aims to meet the growing demand for festive treats that cater to a wide range of tastes and celebrations.