For the love of candy
What’s in store this holiday season?


of Americans eat candy multiple times a week with a majority preferring chocolate candies


of Americans, mostly youngsters, prefer non-chocolate candies


of Americans like to try new candy flavors that come around the holidays

Chocolate has traditionally been a favorite among Americans. However, non-chocolate candy sales are surging, and surprisingly brands are making it onto America’s favorite candy list. Piplsay (powered by Market Cube) conducted a study among 102,079 Americans to understand how these changing consumer choices are reshaping the massive candy industry. Candy brands like Mars, Hershey, and Wrigley, as well as retailers, can leverage this data in their decision making. For an in-depth analysis of the survey responses, download the full document here.

Candy is a staple of the holiday season, with Americans spending billions of dollars on it each season. This sweet indulgence continues year-round as well. With Halloween kickstarting the candy craze, Piplsay polled 102,079 Americans to understand their candy preferences for the upcoming holiday season.

A whopping 70% of Americans eat candy at least once a week, with those in the age group of 35-44 yrs in the lead. Chocolate continues to remain a strong favorite, which isn’t surprising. Although a good 24% of Americans, mostly young people, are preferring non-chocolate candy as well. Gummies and caramel candies hit the right mark, with close to half of non-candy lovers considering them a go-to snack. Surprisingly, lollipops have turned out to be the least appealing candy.

What’s my favorite?

The Hershey Company has every reason to smile as its Reese’s brand emerges a favorite in both candy categories. While Reese’s Peanut Buttercups surfaces as the most coveted chocolate candy, Resse’s pieces tops the non-chocolate category, though only with a slight lead. Fruit flavored candies seem to be all the rage these days, with the likes of Starburst, Skittles, and sour patch populating the top 3 list.

The onslaught of unique holiday favors - like white pumpkin pie, Christmas peppermint, and Kale Candy Cane - is working well for candy makers. Close to 75% of Americans reported trying out new flavors that come out every year, especially during Halloween. Interestingly, despite their chocolate preference, a majority of Americans plan to buy a mix of both candies this holiday season, be it for their own consumption or gifting purposes. With a bagful of candies collected this Halloween, America’s days of guilt-free temptations have only just begun.

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US in the month of October 2019. We received 102,709 responses from individuals aged 18 years and older

For deeper insights, download the detailed research report here

Latest Reports

Bringing in the holidays
How will consumers spend this year?

Unmasking beauty trends
What do consumers prefer?

Virtual try-on tech
How keen are Americans on it?

Face-recognition tech in retail
Are Americans prepared for it?

Experience Piplsay