Discovered... In Seconds: The Great Candy War

Discovered... In Seconds

What Your Halloween Candy Says About You (and Your State)

Halloween season is in full swing — and while ghosts and goblins may roam the streets, the real battle happens in the candy aisle. Every October, millions of Americans make passionate declarations about which treat deserves the top spot in the trick-or-treat bucket.

Using TelmarHelixa’s audience intelligence, we uncovered which candies capture the hearts (and taste buds) of each U.S. state — and how America’s candy cravings compare with the rest of the world. The findings? Equal parts surprising, nostalgic, and sweet.

America’s Great Candy Divide

No matter where you live, one thing’s clear: Reese’s continues to dominate Halloween in the United States. Loved for its iconic peanut butter and chocolate combo, Reese’s is the top choice in 27 states, stretching from the East Coast (Pennsylvania, Massachusetts, and Maine) all the way to the Pacific Northwest (Oregon).

But for millions of Americans, it’s not chocolate that satisfies their sweet tooth — it’s Skittles. The colorful candy leads in 13 states, with particular dominance across the South and Southeast, including Georgia, Texas, Florida, and South Carolina. Taste the rainbow, indeed.

Then come the loyalists of the chewy fruit kind: Starburst, which shines in six states, including California, Colorado, and Nevada. Meanwhile, Twizzlers make unexpected appearances in Minnesota, New York, and Wyoming, proving that every state has its own chewy champion.

The takeaway? America may share one holiday, but its candy preferences are as diverse as its people.

Regional Flavors and Local Identities

The candy you love might reveal more than your sweet tooth — it can signal something deeper about regional identity and nostalgia.

In the Midwest, where Reese’s reigns supreme, the candy’s reliable, comforting flavor mirrors the steady traditions of family-centered celebrations. Skittles’ dominance across the South aligns with a love for bold flavor, color, and variety — reflecting a region known for vibrancy and warmth.

Out West, Starburst seems fitting: sunny, fruity, and full of energy. It’s no coincidence that California — a state synonymous with brightness and creativity — picked the candy that quite literally bursts with color.

Even outliers like Twizzlers in New York and Minnesota show something deeper: a nostalgic connection to heritage brands that have been part of American Halloween traditions for decades.

In the end, each candy map becomes a mirror of shared culture — small bites that reveal big patterns of behavior.

A Global Sweet Tooth

Zooming out, candy preferences become even more culturally distinct. Across the globe, each country champions its own local or national favorite.

• Kit Kat is the world traveler’s candy — topping lists in Germany, France, Indonesia, and the Philippines. Its universal appeal lies in its blend of simplicity and crunch, adaptable to flavors from matcha to mango.

• Cadbury commands deep loyalty in Great Britain and India, representing both nostalgia and heritage.

• Ferrero Rocher holds court in Italy, where sophistication meets indulgence.

• In Japan, Morinaga reflects the nation’s affinity for craftsmanship and precision, while Lotte dominates South Korea with playful flavor innovation.

• Skittles remains the standout across North America, uniting Americans and Canadians through a shared love of color, fun, and fruit flavor.

Even global candy trends highlight how consumer preferences are shaped by emotion, culture, and experience — not just taste.

From Candy to Culture: Insights in Seconds

Every piece of candy tells a story. Behind each state’s (or country’s) favorite sweet lies a complex network of cultural cues, generational habits, and shared emotional touchpoints.

At TelmarHelixa, we use data to reveal those connections — helping brands uncover not just what consumers like, but why. The same technology that uncovers Halloween candy favorites can just as easily decode trends in fashion, media, or entertainment — turning consumer passion into actionable intelligence.

So this Halloween, whether you’re unwrapping a Reese’s or tearing into a pack of Skittles, remember: your choice says something about who you are, where you’re from, and what drives your decisions.

Because with TelmarHelixa, you can Discover... In Seconds — even what your candy cravings reveal about culture itself.