As a Texan, I can’t express enough how happy I am to experience a true North Carolina fall. The leaves are turning golden and crimson, the air is brisk and all the pumpkin spice favorites are making their annual return. Fall, a season of transformation, feels like it’s unfolding not just in nature but in life as well. With Halloween just behind us, it seems fitting to explore some of the changes this season has brought, especially in the Halloween candy rankings for 2024. Leading the way in this realm of spooky treats? M&M’s.
Over this past fall break, I had the opportunity to join my brother and some of his friends in a trivia night at a local restaurant. Being the youngest on the team, I was assigned to answer all the questions that revolved around the latest trends and pop culture references. When the trivia host asked, “What is the top-selling candy company for Halloween in 2024?” I panicked. My mind immediately tried to think of the hottest, newest and most “woke” candy that kids are reaching for these days. We decided on Airhead Extremes, expecting it to be the answer. But the correct answer — M&M’s — felt so obvious it was almost a slap in the face. But to its credit, sometimes, the classics are hard to beat.
But why M&M’s? Aren’t trick-or-treaters tired of receiving the same six colors of chocolate in their bags? How does M&M’s keep the desire for its product so high across multiple generations? In a surprising twist, M&M’s “dethroned Reese’s Cups for the first time ever” as the No. 1 selling Halloween candy in 2024. Reese’s Cups have long reigned supreme as the quintessential Halloween candy, satisfying chocolate and peanut butter lovers alike. But now, the colorful hard shell candy that began in the 1940s as a treat for soldiers during World War II has risen to the top of the Halloween candy hierarchy.
This shift reflects not just a change in preference but also the staying power of a brand that has managed to stay relevant and beloved for decades.
M&M’s was crowned the king of Halloween candy in 2024, much to the dismay of Reese’s Cups, who have dominated the market for years.
Intrigued by this ranking switch-up, I decided to conduct my own candy poll among friends, siblings and parents to see if M&M’s held the same appeal across generations. To my surprise, their answers had a consistent theme: M&M’s. Everyone mentioned them with such ease that it was obvious the classic treat continues to captivate chocolate lovers of all ages. Furthermore, what stood out were the reasons why everyone easily answered with M&M’s. It isn’t just a chocolate to some people but rather a shared experience, a familiar comfort that brings back fond memories for older generations while still appealing to younger generations — including myself!
After analyzing the results of my poll, one detail caught my attention, and it was the specificity that the answers came with. The unique flavors of coffee, peanut butter, pretzel and caramel all preceded the common answer of M&M’s. The simple chocolate candies have evolved into a variety of choices where everyone can find a flavor that satisfies their sweet tooth desires. Brand Credential notes that, “By understanding the preferences and behaviors of different demographic groups, M&M’s has been able to tailor its marketing efforts to specific audiences. Whether it’s children, teenagers or adults, M&M’s has something to offer to everyone.”
M&M’s ability to adapt and cater to evolving tastes has kept M&M’s relevant, consistent and highly sought after, especially during Halloween, when people crave a treat that’s both timeless and versatile.
We can even expect more change from the simple chocolate brand that is not satisfied with being the most popular candy of this year. This holiday season M&M lovers can expect the company’s newest flavor in over 2 years: peanut butter and jelly!
“Our new M&M’S Peanut Butter & Jelly taps into a cross-generational staple, turning a delicious and comforting snack into a bite-sized treat to be enjoyed and shared,” Gabrielle Wesley, the chief marketing officer of Mars Wrigley North America, said on USA Today. M&M’s Peanut Butter & Jelly will bring a sense of nostalgia by tapping into a classic flavor combination many people grew up with. After all, M&M’s is proof that change is always on the horizon — even in the world of chocolate! Whether it’s a new flavor or a fresh marketing approach, M&M’s continues to surprise its loyal buyers, proving that even the classics can reinvent themselves while staying true to their roots.
