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The spooky season is here and it is no longer just for kids. Across the world and increasingly across the MENA region, Halloween has evolved into a multigenerational celebration of indulgence, nostalgia and of course, sweets.

From themed events in the UAE to family trick-or-treating in suburban communities, consumers are embracing the festivities with enthusiasm. Search trends and social activity show a steady rise in Halloween participation across the region, especially among younger adults.

Who’s buying Halloween candy?

Families with children remain the most reliable Halloween shoppers, stocking up on chocolate bars and gummies for trick-or-treaters. However, the most significant growth is coming from Gen Z and Millennials.

According to Verified Market Research, adults aged 25 to 34 now outspend other age groups on Halloween supplies, including sweets, snacks and decorations. They are also more likely to attend or host themed parties and to buy candy for themselves, often favouring premium or nostalgic varieties that remind them of childhood favourites.

While only 40 percent of younger consumers say they plan to hand out candy, 42 percent intend to go trick-or-treating themselves and a dominant 80 percent will celebrate in some way. This new wave of adult participation is redefining Halloween consumption, pushing brands to innovate beyond traditional “kids’ treats.”

A 24 billion dollar candy moment

Globally, the Halloween candy market is now worth an astonishing $24 billion and analysts expect it to reach nearly $37 billion by 2032. For confectionery manufacturers, it is one of the most important seasonal sales windows of the year.

Chocolate continues to dominate with over 50 percent market share, driven by its perception as a high-value indulgence and by the power of brand loyalty to iconic bars and bite-size assortments. Non-chocolate treats, from sour chews to fruity gummies, may make up a smaller slice of the market, but they are growing fast, fuelled by younger consumers’ appetite for bold, unconventional flavours and vegan or plant-based options.

“This dominance is fueled by deep-rooted consumer demand for indulgence, brand loyalty to iconic chocolate bar formats and aggressive seasonal marketing by major manufacturers,” notes Verified Market Research.

Limited-edition Halloween releases, themed packaging and social-media-friendly collaborations are proving irresistible to today’s shoppers. E-commerce has added an extra layer of convenience and personalisation, making it easier than ever for consumers to fill their baskets, both digital and physical, with spooky-season sweets.

From indulgence to inclusion

As Halloween continues its global expansion, the opportunity for brands in MENA is clear. The region’s increasingly cosmopolitan consumers, especially in urban centres like Dubai, are quick to adopt Western festivities while seeking local relevance and inclusivity. Offering a range of themed treats, from nostalgic chocolates to better-for-you gummies, allows brands to meet diverse tastes while tapping into the emotional power of seasonal celebration.

Halloween, once a children’s night of costumes and candy, has become a multi-billion-dollar retail event. For confectioners, it is more than a calendar date. It is a creative playground where innovation, indulgence and imagination come together.

In other words, embrace the spooky spirit and the sales will follow.