When it comes Trick-or-treatingThe only thing more exciting than rocking a costume all night long is counting the candy haul. But this year, kids can find the contents of their Halloween bags just like they find in their lunchboxes each week.

According to new research from according to tasteshared with parentsShoppers are looking for healthier options for trick-or-treat bags this year — whether the kids like it or not. Consumer data reveals a growing appetite for affordable, healthy and delicious options, as chocolate prices rise and Inflation is around.

Here’s what treatments are growing in popularity and why, as well as what parents think about the trend.

Top Halloween Candy Options for 2025

In September, Tastewise surveyed 7,209 snack and candy consumers across the country to find out how they are doing. Preparing for Halloween. While candy remains the top choice, a surprising 60% said they’d choose fruit and nuts over candy when choosing between the two for Halloween “treats,” signaling a move away from sticking to just the sweet stuff this time of year.

Tastewise then dove into the snack food trends they’ve seen pop up since last October that people are considering swapping for candy this year. Here’s what was found:

1. raisins: Yes, you read that right. Despite historical unpopularity, 2.9% of survey respondents now say they are their preferred treatment.
2. Crackers and Pretzels: Pretzels grew +88% year-over-year when it came to Halloween-themed food ingredients and recipes on Tastewise platforms. Cheese crackers and mini snack packs saw 3.4 times more Halloween mentions than typical snack conversations.
3. Trail Mix and Nut Clusters: Trail mix mentions in Halloween food conversations are up +122% year over year. Not clusters are highly prevalent in “shareable behavior” contexts.
4. Fruit based snacks: Fruit peels, dried mangoes, and naturally sweetened fruit chews are seeing profits of up to +95% over the years mentioned in Halloween recipes and holiday products.
5. Seafood Lunch: Seafood-based snacks are up +31% year over year. Gen Z’s interest in seafood snacks, in particular, grew by +23%. These are the top contenders for the candy swap: salmon skin (+41%); sweet salmon (+34.5%); salmon jerky (+24%); Tuna Jerky (+15%).

Why Shoppers Are Skipping the Candy Aisle This Halloween

While the vast majority of survey respondents said they still prefer candy when it comes to trick-or-treating, the rise in interest in healthy Halloween options has been fueled by a few things.

“The current trend reflects a mix of financial savvy, health consciousness, and innovation-seeking,” he says. Miriam Aniel OvedHead of Integrated Marketing at Tastewise. “Families are looking for snacks that feel fun without breaking the bank, and our data shows that Halloween baskets will be filled with items that were once lunchbox staples.”

But even parents who prefer to stick to tradition are considering candy options this year in an effort to stick to their budget. That’s because the grim reality is that shoppers aren’t getting the same bang for their candy buck when it comes to everyone’s favorite: chocolate.

According to Wells Fargo Agri-Food InstituteCocoa prices have more than doubled since early 2024 thanks to extreme weather conditions that have reduced crop production in West Africa, which supplies 70% of the world’s cocoa. So, how does this affect candy consumers?

America imports cocoa products, such as cocoa beans, cocoa butter and cocoa powder, all of which end up in our favorite chocolate products, he explains. David BranchSenior Vice President and Area Manager at Wells Fargo Agri-Food Institute. As candy makers grapple with higher costs for cocoa, chocolate lovers are getting creative with brands to deliver sweets this Halloween.

“To try and limit price increases, manufacturers are reducing the volume of special seasonal products as well as reducing portion sizes – either through smaller products at the same price or by reducing the number of pieces in a multi-product bag,” Branch says.

Some manufacturers are reformulating products to reduce costs, including replacing cocoa with shea butter or palm oil and including peanut butter, caramel and wafers to reduce cocoa content.

Tips for saving money on chocolate this year

If chocolate continues to be a non-negotiable offer to kids this Halloween (which we’re guessing will be true for many), Branch offers these tips for saving money:

• Shop for sweet treats that contain less cocoa. This means choosing non-cocoa items or treats with fillers that are not 100% cocoa.
• Take time to shop around. Retailers often offer deals to bring consumers into the store. Buying in bulk at stores like Costco can also help you save.
• Consider the usual options. If you don’t have a brand in mind, shoppers can sometimes save between 50% to 70% on off-label purchases.

Candy or Snacks: What’s Called This Halloween?

While savory snacks will create some fun excitement this month, we expect most parents to keep sweets on hand this October 31st. Halloween events Leading up to the main event, Scary Snacks continues to be a non-candy hit with both kids and caregivers. Consider Halloween-themed goldfish or pirate loot.

For trick-or-treaters who might be facing tuna jerky this year? “I say, ‘You do,’” says Rebecca Hewitt, mother of 4-year-old Sadie, of Fort Mill, South Carolina. “I say, ‘You do,’ is enough to hand out any kind of treats to trick-or-treaters. “My daughter will probably say no thanks, or ‘Ew!’ For something like seafood jerky, but other kids might find it cold and wash it down.”

We predict that parents (and kids) will be more on board with options like pretzels and fruit snacks however they appear. “I think kids get so much candy at Halloween, and really all season long, that if someone wants to make a healthy option, it’s great to have it in the mix,” Hewitt says. “Kids will still end up with more than enough sugary stuff, anyway.”