Halloween has increasingly blurred the boundaries between snacks and candy, as well as between seasonal occasions through trends like “Summerween,” creating more opportunities for brands to engage consumers through limited-edition flavors and eye-catching packaging.
Brands like Hershey’s, Mars and PepsiCo’s latest Halloween lineup reflects that shift, featuring a mix of beverages, snacks and variety packs that span sweet, sour and savory limited-edition offerings.
Consumer spending around the holiday continues to grow. More than a third (38%) of Americans plan to spend $300 or more on Halloween, compared to 19% for Thanksgiving and 11% for New Year’s Eve or New Year’s Day, according to CIT Bank. More than half (54%) expect to spend at least $200, compared to 39% for Thanksgiving and 23% for New Year’s. Gen Z and Millennials outspend the average Halloween budget of $210, planning to spend $270 and $308, respectively.
“Halloween is one of the most exciting moments of the year, and Americans are going all in with costumes, decorations, haunted houses and weekend parties. They are also planning wisely, shopping early, and getting creative with DIY decorations and bulk candy,” said Jose Castro, head of CIT Bank, a division of First Citizens Bank.
While trick-or-treating may be for kids, adults are increasingly driving Halloween spending. Ferrero last year coined the term “Adultoween” to describe the trend. More than half (53%) of adults say Halloween is their favorite holiday, while 70% believe the occasion is just as much for adults as it is for children, up from 62% in 2025, according to Ferrero’s Halloween survey.
“Adults aren’t just embracing Halloween as their own holiday anymore, they’re saying it deserves a permanent place on the calendar. From reclaiming the candy aisle to redefining what the perfect Halloween night looks like, adults have made clear this isn’t a passing trend, it’s a holiday worth recognizing,” said Chad Stubbs, chief marketing officer at Ferrero North America.
The holiday also remains closely tied to indulgence and nostalgia. Three-quarters of adults say Halloween is a time to enjoy candy without guilt, while 73% purchase candy even when they do not expect trick-or-treaters.
PepsiCo’s Halloween snacks show the holiday is more than candy
Brands are increasingly extending those seasonal flavors beyond traditional candy, which PepsiCo shows in its recent Halloween lineup.
Starbucks’ ready-to-drink products (which is manufactured, marketed and distributed by PepsiCo) has expanded its pumpkin spice platform with limited-time offerings such as the Pumpkin Spice Frappuccino and Doubleshot Energy Pumpkin Spice.
Better-for-you soda brand Poppi introduced Sour Apple, inspired by the sweet-tart flavor profile of classic candy, while Bubly rolled out Halloween-themed varieties including Boo-Berry Lime, Blood Orange and Tropical Potion, a blend of tangerine, pineapple, strawberry and mango.
On the savory side, Cheetos launched Bag of Bones, featuring skeleton-shaped snacks in White Cheddar and Cinnamon Sugar flavors. The brand also introduced Sweet Phantom Heat Puffs, inspired by Sichuan pepper and combining cinnamon sugar with a tingling, fizzy heat.
Variety packs continue to serve as Halloween party staples and trick-or-treat giveaways.
PepsiCo’s Fright Night Mix includes 30 individually wrapped, fun-size Doritos and Cheetos snacks. The company also offers a Simply NKD Fright Night Mix featuring individually wrapped Doritos Simply NKD Minis Nacho Cheese tortilla chips and Cheetos Simply NKD Minis Puffs Cheddar snacks, alongside its Halloween Favorites House Pack, which includes Ruffles, Simply Ruffles, Doritos, Cheetos, Simply Cheetos and Funyuns.