Americans can’t get enough of Halloween candy. Halloween candy sales grew 14% between 2021 and 2022 and this year is on track to be the same. And in the world of chocolate, milk chocolate is king: more people bought milk chocolate last Halloween season than all other non-chocolate candy combined. But while per unit sales of chocolate candy have remained largely stable compared with five years ago, non-chocolate candy is the growth market. Americans bought roughly 7.8% more packages of non-chocolate candy last Halloween season compared to 2018, while package sales of chocolate shrank by 2.5%.

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