Halloween is the big showcase moment for the candy and confection industry. Kind of like their Super Bowl. The industry generates $42 billion in retail sales every year and employs 58,000 people working in 1600 manufacturing facilities across all 50 states, with another 635,000 jobs in related fields. Sweet!
I invited Carly Schildhaus from the National Confectioners Association, to join me for a conversation about some sweet insights from a survey they just took about all things Halloween, including the list of the top three candies this year, and how much candy you’re supposed to give out to each kid who stops by trick or treating.
Carly said, “It’s special for the confectionery industry to see what an important part chocolate and candy play in this holiday season for generations and generations.”
The National Confectioners Association (NCA) conducted a survey to get a better understanding of current consumer attitudes and behaviors related to Halloween around the country.
Here’s what they found:
*60% of Parents Steal Halloween Candy from Their Kids Stash!
I thought the # would be higher myself. Lol
*98 % of Americans will welcome trick-or-treaters with chocolate and candy this year.
*2/3 of people give out 2 or 3 pieces of candy to each trick or treater.
*The Top Three Most Popular Candies this year are:
1) Chocolate
2) Gummy’s
3) Candy Corn
The NCA encourages parents and caretakers to check the candy before any kids eat any they’ve brought home. They have a page about safety all parents and caretakers should review called Always a Treat, here:
Good insights in this fun podcast of the live conversation with Carly Schildhaus of the NCA on The Debbie Nigro Show.
If you’d rather read the transcript it is below.
PS: I personally think the National Confectioners Association should talk with the United States School System to make the day after Halloween a day off. I’ll vote for that idea!
AUDIO TRANSCRIPT:
0:00:00
And now, back to the Debbie Nigro Show.
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0:00:07
Hey everybody, Debbie Nigro. I’m thrilled to be talking about candy for a second because honestly, I don’t know what’s going on out there. There’s a whole lot more of it than I remember seeing as a kid. So welcome back to the Debbie Nigro show. I got a press release.
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0:00:22
and it was about a survey that was just taken by the National Confectioners Association, right? And they did all this research to find out what people are thinking about in terms of Halloween around the country. The statistic that I smiled at was that 60% of parents steal Halloween candy from their kids’ stash. I’m like, really, that’s all? So I thought, well, how much fun to talk about this. I know it’s big action candy. I invited Carly Shieldhouse to join me. She’s a spokesperson from the National Confectioners Association to have some fun. Hey there, Carly, welcome to the show.
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0:01:16
Hi, thanks so much for having me, and happy Halloween season.
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0:01:20
Thank you. Hey, Halloween season is starting like in summer. Like when did that happen? Did it get backed up? People had candy on the shelves in like September, Carly? When did that happen?
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0:01:32
You know, that’s such a good question, I think. It’s really in response to what we’re seeing as such enthusiasm from consumers about an extended season. I think, especially in the past few years, as people have had maybe a bit more of a challenging time, people are looking for those reasons to celebrate and looking for reasons to extend the season. And manufacturers are seeing that, their retail partners are working with them closely on that. So people are just so enthusiastic about Halloween that it’s got to extend, you know, well beyond October 31st. Yeah, and some of the other statistics were fun too.
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0:02:08
98% of Americans are going to welcome trick-or-treaters with chocolate and candy, which is amazing considering how Halloween was canceled during the pandemic and nobody wanted to go near anybody, nevermind their house, right? So this is great. It feels happy. It feels like a fun thing. My goodness, I know kids who are grown up now and Halloween is still their favorite holiday. So what about you? If Halloween is still my favorite holiday, yeah. I mean for the confectionary industry, we like to say Halloween is our Super Bowl.
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0:02:34
It’s the big showcase moment for chocolate and candy into their Halloween season from most likely when they were younger and have brought those traditions through, whether that’s for themselves or for their families. And it’s really special for the confectionery industry to see what an important part chocolate and candy play in this holiday season for generations and generations. And I know you already mentioned the parents stealing treats statistic, I agree, 60% doesn’t seem like enough. I think maybe that other 40% is maybe not telling us the truth. No, I think some parents just lie. Yeah, but on a more serious note, this is a great opportunity for parents to talk to their kids about balance and about how to enjoy treats in moderation and most people really do understand that chocolate and candy are exactly that, they’re treats. So it’s nice, so it’s a nice moment for parents to be able to have that conversation very specifically that they are likely having throughout the year.
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0:03:54
I was at my daughter’s house last week and I saw, you know, she’s whipped up with Halloween decorations, her whole neighborhood, because she has young kids, and I never saw blow-ups on the people’s lawns like bigger than Christmas, bigger than Christmas, but the candies were there and I noticed she had one on the like an adult like the kids couldn’t touch and I’m thinking how’s that gonna work? It’s very hard for kids not to want candy and I’ve noticed from my own experience that kids get very very hyper
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0:04:21
after they eat candy. Have you noticed that Carly? You know again I think it’s about sort of figuring out the right balance for your family and for parents to have those conversations and you know figure out ways to talk about it as exactly what it is which is a treat. On average people in the US enjoy chocolate and candy about two to three times per week which averages just 40 calories and one teaspoon of added sugar per day. That and it does include, that data is for people in the US over the age of a few years old. So people really do understand that it’s a treat. Again, it plays this bigger role during the Halloween season because chocolate and candy can really enhance that, but people do understand that. Even children can be part of that conversation, you know, to understand that chocolate and candy are treats.
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0:05:12
Yeah, I was really interested, I found it interesting how big the confectionary industry is. They generate $42 billion in retail sales every year and surely a big industry for being employed, 58,000 people are working in 16,000, 1600 manufacturing facilities across all 50 states. That’s another 635,000 jobs in related fields. It’s big. It’s big. And I’d imagine it’s a happy industry to work in.
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0:05:43
Oh, absolutely. I mean, we’re making these treats that people know and love. That economic impact is what we like to call the power of sweet. And I think that the piece to consider is that, you know, chocolate and candy are made in all 50 states, but it’s something that people can enjoy or an industry they can be employed in across the entire country. So to see that impact across the country and then think about, you know, you enjoy one little piece of candy, right? You have a little chocolate square or a handful of candy corn, just the number of people who work in the industry to get that treat to you, I think it’s just really special.
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0:06:24
Yeah, I know that part of your survey was to find out what the top three Halloween treats are. Let’s go first second and third Where are they?
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0:06:32
Let’s do it
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0:06:33
If you’re still if you still haven’t bought your candy for trick-or-treaters Or if you bought some and you’ve already broken into it So you need to get some more here are the top treats for trick-or-treaters this year number one Probably not a surprise to anybody coming in right up. The top is chocolate. So classic throughout the year, perfect for Halloween. Coming in at number two is gummy candy. So really bold flavors, maybe some interesting shapes. We know that most Americans, more than 60%, want treats with a creepy or scary theme. So gummy candies are perfect for that, whether it’s a worm or a spider or a brain or, you know, whatever shape you can think of in gummy form people are looking for. And then the third most popular, it’s pretty controversial but you can’t deny it’s iconic for Halloween and that’s candy corn. So you really can’t go wrong with any of those treats to hand out to trick-or-treaters this year. Apparently there’s a right and wrong way to eat candy corn. This was a new one on me. Yeah, I mean this is a big debate happening throughout the entire country, what is the right way to eat candy corn? 31% of Americans are like me and we start with that narrow white end and eat it color by color. 18% of Americans start with that wider yellow end and then just over half of Americans, 51% of people just go for it and they eat that whole piece all at once. And I’m curious how you eat your candy corn if you eat candy corn.
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0:08:00
Oh my gosh, I never was without it until I decided I could be without it. How’s that sound? I need to move on to chocolate. I’m happy with chocolate. And even those gummies, they got me. They got me. You know, kids come to that door, right? And families always hope they have enough candy, especially if you’re in a busy neighborhood. What is the right amount of candy to give each kid? You don’t want to be cheap and you don’t want to give them too much. Like how many pieces of candy do you get put in each bag? What’s the deal?
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0:08:27
That’s another great question. We ask that question too of Americans like what’s the perfect amount to give out for trick-or-treaters and about two thirds of people said they’re giving trick-or-treaters two or three pieces of candy so I think that’s a good space to be. Obviously some people will give one, maybe some people will give a couple more, but two to three is what most people will be doing if you’re looking to make sure that you’re staying on par with the other houses on the block.
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0:08:56
What’s your favorite candy, Carly?
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0:08:58
I’m just curious.
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0:09:00
Oh man, that’s such a good question. And I think, you know, it really varies by season. We are in the middle of the Halloween season, as you can imagine. I’m talking about candy corn all day, every day. So it’s really top of mind. That’s the treat I’m enjoying most this season. But, you know, ask me again at another candy moment or another month and it’ll be something different. I’m, as you can imagine, not very discriminatory when it comes to my treat enjoyment.
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0:09:29
Hey, I think the National Confectioners Association should talk with the United States school system to make the day after Halloween a day off. Do you have any feelings about that?
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0:09:43
You know, that’s an interesting idea. We haven’t thought about that. But, you know, obviously we hope that people can enjoy Halloween celebrations, however makes sense for them. And that’s what’s really nice about having such an extended season. That, you know, obviously people want to go trick-or-treating on October 31st, but the season is about so much more than that. So maybe for some families, it makes more sense to participate in a trunk-or-treat event prior to Halloween, or do trick-or-treating at home, or have a Halloween parade, or bake and decorate with chocolate and candy. So the options are really endless when it comes to how to celebrate the Halloween season, and make sure that your celebration are right for you and your family.
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0:10:29
Yeah, I love that you guys also did a nice job with some safety tips, you know, the Halloween safety tips. Everybody thinks like, oh gosh, all this candy, you better check it. And yes, you are encouraging parents and caretakers to check the candy before any kids eat it. And I think that’s always a difficult moment because you’re hoping you’re catching whatever you’re supposed to catch any tips on that Yeah, I mean, I think just just making sure you’re keeping an eye. I think it all
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0:10:55
You know, obviously as you mentioned that always comes up at Halloween .We’ve got a ton of different safety tips and tricks for treating and fun facts But yeah safety is is eat and we’ve got some thoughts on You know the the different ways that you can ensure that your family is safe. Obviously, we’ve talked a little bit about balance as well, but safety is really key as well.
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0:11:20
Yeah, for sure. And the creepy thing, I’m not a big creeper. I can’t watch creepy movies and creepers, but boy, people really like their creepy candy, right? Anything that’s scary, anything that’s scary, they’re like, yeah, yeah.
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0:11:33
That makes me laugh. Yeah, I mean, it’s the season to be spooky, right? Like, this is your opportunity for that, and I think people really lean in and embrace it as part of that Halloween season. They’re excited about anything that lets them continue to celebrate and enhance their celebrations. As I’ve said a few times, and not to keep plugging it, but chocolate and candy are the perfect thing to enhance that season.
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0:11:55
Yeah, I think it’s a nice job you have there talking about this happy topic. And Halloween It really is a time for embracing tradition as we all know and celebrating creatively. I think we all have very fond memories of walking around in the dark, smelling foam in the air, just this whatever, ringing doorbells. It’s hard to believe we’re still doing it and that somebody hasn’t cancelled Halloween with the way the world’s gone nuts, but I’m so glad they haven’t. I hope everybody really enjoys keeping the tradition and sharing the experience and fun with friends and family for Halloween. I think it’s great. I’m looking forward to it. I haven’t picked out my outfit yet. I’m usually like a last-minute Halloween person. I will get something together. I’ve had some really good ones in the past. What was your best Halloween costume?
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0:12:41
Oh, man. My best one ever in fourth grade I went as Wednesday Addams. And I know that that’s a very big popular thing to go as this year and maybe last year as well. I know that there’s the new, the reboot of Wednesday, but I was, you know, many, many years ago, I was OG Wednesday Addams and it was a perfect, perfect costume. What about you?
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0:13:01
That is really funny, because you’re just sparking my memory of when I was back in probably, I don’t know, same time of life, and I dressed as Cousin It from the same series. I took Took yellow yarn a lot of it and made a whole body wig like from head to toe Had a little sign the glasses. I was cousin it is that is it still in?
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0:13:22
Yeah, I mean I think all of you know, we saw sort of the resurgence of Wednesday You know with the recent Netflix Netflix series, so I think I think we’ll see we’ll continue to see that coming for us. So you might see some cousinettes at your door and I would bet that you’ll see some Wednesday Addamses as well.
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0:13:43
That is so funny. I would never even thought of it. I missed that that was a recurring, you know, revisiting show and theme. Thank you for sharing that. Okay, so the parents are stealing the treats from the kids. We know that of those parents who are sneaking the treats 37% wait till their kids go to bed. Some 32% grab some while their kids are at school, and some 31% of parents take it right in front of their kids like, yeah, what you going to say about that? So I’m glad we had the holiday talk about the candy industry, and I want to thank you very much for taking your time today. I’m very happy that so many people are gainfully employed in the confectioners association industries surrounding around the country and you guys just tuned in this has been Carly Shieldhouse Who’s representing the National Confectioners Association? Just did a great survey and I just thought we’d have some fun talking about what’s obviously going on in everybody’s houses for the most part Right about this time of year. So thank you. Have a great day Carly. Appreciate your time Thank you so much. Have a great rest of your day and happy Halloween. Thank you, you too, you too. Okay, so coming back here on the Thank you so much. Have a great rest of your day and happy Halloween. Thank you, you too, you too.
Transcribed with Cockatoo
