HERSHEY, the United States’ largest chocolate maker, is reshaping its Halloween offerings to match a growing demand for healthier treats. The company says U.S. shoppers are increasingly looking for lower‑calorie, protein‑rich snacks, a shift it attributes to the popularity of GLP‑1 weight‑loss medications and a broader focus on nutrition.
New salty‑snack options for trick‑or‑treat
In response, Hershey has added a range of savory items—including popcorn, cheese puffs and pretzels—to its seasonal product line. The move aligns with the company’s research showing that many families begin stocking up on Halloween treats months before October 31, a period that typically accounts for nearly one‑fifth of annual confectionery sales.
“Certainly, the Lesser Evil brand and our salty‑snack brands broadly, Skinny Pop and Pirate’s Booty, having a greater presence in Halloween is in response to the (healthy eating) dynamic,” said Dan Mohnshine, Hershey’s vice president for demand creation, strategy and innovation.
Chocolate remains the centerpiece
Despite the expanded savory selection, chocolate continues to dominate the holiday. Mohnshine noted that even with the rise of GLP‑1 usage, the chocolate category has shown “pretty strong resilience” in the United States. Early‑season sales of snack‑size chocolate bags have risen in double‑digit percentages compared with the previous year, though the company did not disclose exact numbers.
Hershey is also pushing sugar‑free variants sweetened with sugar alcohols, a segment that has grown rapidly. Sales in the Zero Sugar candy, mint and gum business have increased roughly 4.3‑fold from 2020 through 2025.
AI accelerates product development
To keep pace with changing consumer preferences, Hershey is leveraging artificial intelligence to shorten the time from insight to product concept. According to the company’s “Unwrapping Halloween” report, produced with data‑intelligence firm Morning Consult, AI has cut about three months off the typical development cycle, expanding the innovation pipeline by 75 % over the past nine months.
The technology also flagged “trunk‑or‑treat” gatherings—community events where families exchange treats from car trunks—as a growing trend. Originating during COVID‑19 lockdowns, these events remain popular, and Hershey expects them to be even more prevalent this year. The company is positioning its expanded line of small, individually wrapped pieces as “the key to remaining relevant” for such gatherings.
Market context
National data underscores the significance of the Halloween market. A National Confectioners Association study found Americans spent $7.4 billion on treats in 2024, representing 18 % of total confectionery retail sales. Hershey’s own research indicates that three of the five best‑selling U.S. candies at Halloween are its products, and two‑thirds of parents have already purchased treats during the summer.
By diversifying its portfolio to include savory, lower‑calorie options and by using AI to accelerate innovation, Hershey aims to capture a larger share of the lucrative seasonal market while meeting the health‑conscious expectations of today’s families.
Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.
