Halloween celebrations beckon for both small and big kids alike

With official Halloween celebrations just 24 hours away, it’s intriguing to hear that the season’s popularity is seemingly expanding into a new movement of ‘Adultoween’ for over 18’s festivities.

Perhaps this is something that’s been around as a concept for a little while, though it’s the first time I’d heard anyone putting a label on it, yet the latest research from Ferrero has identified a clear trend that grown-ups very definitely want their own ‘me-time’ for marking the occasion.

For many, youngsters in the UK, myself included, the annual trick-or-treat session was something that we eagerly awaited with confectionery, sweets and snacks playing a big part in the spooky season, as is increasingly the case with the next generation. My own daughter is quite an avid fan of the occasion, and eagerly embraces the chance to dress up in true Gothic style and enjoy gaining joining fellow youngsters in our neighbourhood in seeing what haul of sweets she will find from year-to-year – including some delivered rather uniquely by one upper floor property that delivers treats from a window via a fishing rod line, making for some notably surreal celebrations.

So, it’s clearly an occasion that can be enjoyed by all age groups, though it is perhaps not surprising that adults are perhaps seeking to carve out a little time for themselves to mark the night – after all, there are plenty of parties, discos and general social gatherings during the spooky season that are probably best off leaving the kids at home with appropriate supervision for!

Not surprisingly, this is something that manufacturers have latched on to with great enthusiasm. Hence we see the larger players in the confectionery market, from Mars and Ferrero, through to Hershey and Hotel Chocolat indulge in creating their own key confectionery ranges that have even spawned early ‘Summerween celebrations.’

It’s now a multi-billion dollar moment around the world, with sales continuing to grow in the US and UK particularly, where the tradition of marking the occasion remains perhaps the strongest in the world. As we’ve reported, there have been plenty of inventive spooky product ranges that have made the season feel special, and while many households may consider being a little more conservative in their spending this year, that will probably only serve to fuel creative minds into conjuring alternative costumes and decorations to make for a truly ‘Spooktacular’ night out for young and old alike….

 Neill Barston, editor, Confectionery Production

• Keep in touch at [email protected] and via social media @confectioneryprod on X, and via our Linkedin channels