10 • September | October 2026 • abasto.com What consumers crave: candy formats and textures by region While chocolate unites the nation,distinct local taste emerge: the West craves seasonal Halloween-themed treats most. While the South leads the way for gummies. West MIdwest South Northeast US Adults Chocolate 70 % 69 % 70 % 72 % 70 % Gummies 43 % 42 % 46 % 40 % 43 % Halloween Themed 48 % 41 % 43 % 39 % 43 % Peanut Butter 41 % 40 % 40 % 42 % 40 % • Continuation of page . 8 Social Media Rewrites Halloween The modern shopping journey seamlessly blends digital discovery with in-store execution. For youn- ger generations, treat discovery is overwhelmingly digital. The majority of Gen Z (53%) discovers trends on TikTok, followed by YouTube (49%) and Instagram (48%). However, fi- nal transactions still overwhelmin- gly take place in the physical world. Taking their digital shopping lists to physical shelves, 43% of Gen Z pur- chase their Halloween candy at mass merchandisers, while 41% shop at grocery stores or supermarkets. This dynamic highlights that while inspi- ration is increasingly virtual, tangible retail experiences remain strong. What Consumers Are Looking For With 3 out of 4 U.S. adults viewing candy as an essential daily treat, shoppers are seeking complex, mul- ti-sensory experiences driven by a desire for novelty. Among respon- dents, 71% look for unique textures in their treats, while nearly 60% fa- vor “extreme” flavors. While chocolate remains the un- disputed favorite across the U.S., the report revealed fun regional pre- ferences for the season. For exam- ple, the West displays the strongest preference for Halloween-themed treats (48%), while the South leans heavily into gummies (46%). Descifrando Halloween The new consumer behaviors shaping the Halloween season in the Uni- ted States 57 % 57% of US adults believe that Halloween has become a full season, with cele- brations beginning well before October. 59 % of Generation Z knows about Summerween Halloween isn’t just a day; it’s a whole season 30 % is already participating, almost double 71 % of US adultss believes that the sweets they hand out say something about them as hosts. and Sweets are the currency of exchange Americas Food and Beverage Special Insert 75 % of US adultss believes that sharing a bowl of candy strengthens the communi- ty and fosters connection.