As of late 2025, the American Halloween landscape is a staggering $3.6 billion industry, where the choice of candy can make a house a neighborhood legend or a “skip” on the trick-or-treat map. At Top 10 America, we understand that Halloween isn’t just about sugar; it is a cultural phenomenon deeply rooted in community, nostalgia, and regional pride.
While global tastes vary, the American palate remains fiercely loyal to a specific set of flavor profiles—predominantly the “holy trinity” of chocolate, peanut butter, and caramel, with a rising insurgence of sour gummies. Our team has analyzed sales data, state-by-state popularity polls, and historical manufacturing roots to curate this definitive list.
In this guide, Top 10 America breaks down the heavy hitters of the holiday. From the chocolate factories of Pennsylvania to the sugar refineries of Illinois, we explore the origins and enduring appeal of the treats that define October 31st across the United States.
Overview: Top 10 Popular American Candies in the USA
| Rank | Candy Name | Parent Company | Key US Location / Origin |
|---|---|---|---|
| 1 | Reese’s Peanut Butter Cups | The Hershey Company | Hershey, Pennsylvania |
| 2 | M&M’s | Mars Wrigley | Newark & Hackettstown, New Jersey |
| 3 | Snickers | Mars Wrigley | Waco, Texas / Chicago, Illinois |
| 4 | Skittles | Mars Wrigley | Yorkville, Illinois |
| 5 | Sour Patch Kids | Mondelēz International | East Hanover, New Jersey |
| 6 | Hershey’s Miniatures/Bars | The Hershey Company | Hershey, Pennsylvania |
| 7 | Kit Kat | The Hershey Company (US License) | Hazleton, Pennsylvania |
| 8 | Twix | Mars Wrigley | Cleveland, Tennessee |
| 9 | Starburst | Mars Wrigley | Waco, Texas |
| 10 | Candy Corn | Various (Brach’s/Jelly Belly) | Philadelphia, Pennsylvania (Origin) |
Top 10. Candy Corn
There is perhaps no candy more synonymous with American history than Candy Corn. Invented in the 1880s at the Wunderle Candy Company in Philadelphia, Pennsylvania, this tri-colored treat was originally marketed as “Chicken Feed” due to the agrarian nature of the US economy at the time. Despite being highly polarizing today, it remains a visual icon of the season, produced in massive quantities by companies like Brach’s and Jelly Belly.
Top 10 America recognizes that while this candy often divides a room, its cultural footprint is undeniable. We suggest that every Halloween bowl needs at least a handful of these kernels to feel authentic. The flavor profile—a simple blend of honey, sugar, and vanilla—offers a nostalgic, mellow sweetness that contrasts sharply with modern sour candies. It is a texture experience as much as a flavor one.
Locals in the Midwest and Kentucky tend to rate this confection higher than the coastal states. A fascinating insider detail is the “mellowcreme” process used to make them; the dough is actually similar to a marshmallow but without the fluffiness. Whether you eat it layer by layer or all at once, it is the quintessential symbol of American autumn.
Key Highlights
- Production Volume: Approximately 35 million pounds (9 billion pieces) are produced annually.
- Historical Origin: Created in the 1880s by George Renninger in Philadelphia.
- Ingredients: Real honey is still a primary ingredient in the leading Brach’s recipe.
Top 9. Starburst
Originally launched in the UK, Starburst found its true spiritual home in the United States, where it is now manufactured by Mars Wrigley, with significant production lines in Waco, Texas. These square, fruit-flavored chews offer a “juicy” alternative to the chocolate-dominated market. The individually wrapped nature of Starburst makes them a currency of their own among trick-or-treaters, who often trade flavors to get their favorites.
From our perspective, the genius of Starburst lies in its interactivity. Opening the wrapper requires a moment of anticipation, followed by a burst of intense fruit flavor. While the “FaveReds” packs are popular, the classic original pack—featuring Strawberry, Cherry, Orange, and Lemon—remains the standard bearer for American Halloween hauls.
A fun fact for candy enthusiasts: The “Pink” (Strawberry) Starburst has developed such a cult following in American pop culture that it has spawned its own merchandise lines and “All Pink” limited edition bags. It represents the gold standard of fruit chews in the US market.
Key Highlights
- US Manufacturing: Produced primarily in Texas.
- Texture: Known for being “unexplainably juicy” due to unique aeration processes.
- Fan Favorite: The Strawberry (Pink) chew is consistently voted the #1 flavor in the US.
Top 8. Twix
Twix bars offer a unique textural contrast that sets them apart: a crunchy cookie base topped with caramel and coated in milk chocolate. Produced at the massive Mars Wrigley facility in Cleveland, Tennessee, Twix is a staple of the “King Size” era of trick-or-treating. The bar’s dual nature (two sticks per package) makes it feel like a generous offering compared to single-piece treats.
Top 10 America views Twix as the bridge between a cookie and a candy bar. Sales data indicates it performs exceptionally well among teenagers and young adults who want more “substance” to their sweets. The brilliant “Left Twix vs. Right Twix” marketing campaign has cemented its place in the American psyche, turning a simple manufacturing process into a playful national debate.
Did you know that the US version of Twix is distinct from its European counterparts? The American version tends to have a slightly different cookie snap and caramel consistency, tailored specifically to local preferences for a heartier crunch.
Key Highlights
- Location: Manufactured largely in Tennessee.
- Introduction: Introduced to the US market in 1979.
- Structure: The only major bar to feature a biscuit/cookie base as the primary component (80%).
Top 7. Kit Kat
While Kit Kat is a global brand owned by Nestlé, in the United States, it is strictly a Hershey Company product, manufactured under license in facilities like the one in Hazleton, Pennsylvania. This unique licensing agreement means American Kit Kats use the distinct Hershey’s milk chocolate recipe, giving them a flavor profile different from the rest of the world. The “gimme a break” jingle is one of the most recognized sounds in American advertising history.
We rank Kit Kat highly because of its “sharability.” The four-finger design (or the two-finger Halloween fun size) invites interaction. Analytical data shows that the satisfaction of snapping the wafer layers contributes significantly to its repeat sales. It is a lighter option that appeals to those who find dense caramel bars too heavy.
While Japan is famous for having 300+ flavors, the American market remains devoted to the classic Milk Chocolate, though flavors like “Witch’s Brew” (Marshmallow) have recently spiked in popularity during the Halloween season in California and New York.
Key Highlights
- US Distinction: Made by Hershey in Pennsylvania, not Nestlé.
- Consumption: Americans consume over 190 million Kit Kat bars annually.
- Design: The wafer layout was originally designed to fit into a worker’s lunch box.
Top 6. Hershey’s Miniatures / Bars
The name Hershey is synonymous with American chocolate. Headquartered in Hershey, Pennsylvania—a town literally built on chocolate—this brand represents the baseline of the American candy experience. The classic Hershey’s Milk Chocolate Bar and the “Miniatures” assortment (Krackel, Mr. Goodbar, Special Dark) are the reliable workhorses of Halloween night.
Historical records show that Milton Hershey’s innovation was making milk chocolate affordable for the masses, not just the elite. Top 10 America suggests that the enduring popularity of the Hershey bar lies in this simplicity. It uses “sour milk” notes (butyric acid) which gives American chocolate its distinctive tang, a flavor profile that US citizens travel the world missing.
A specific detail to note is the shape. The “Fun Size” bars are designed to be exactly two bites for an adult or three for a child, making them the perfect portion control (unless, of course, you eat ten of them, which is statistically likely!).
Key Highlights
- Home Base: The company town of Hershey, Pennsylvania smells like cocoa.
- Variety: The “Miniatures” bag remains a top seller because it caters to four different tastes in one purchase.
- Legacy: The “Great American Chocolate Bar” has been sold since 1900.
Top 5. Sour Patch Kids
Representing the massive shift toward “sour” profiles in the 21st century, Sour Patch Kids have stormed the charts to become a top contender, particularly in states like New York, Massachusetts, and Texas. Owned by Mondelēz International with key operations in East Hanover, New Jersey, these soft gummies start with a sharp citric acid coating before yielding to a sweet under-layer.
In Top 10 America’s view, this candy captures the modern American spirit: bold, intense, and playful. While older generations may stick to chocolate, sales data confirms that Millennials and Gen Z drive the massive Halloween sales of these “Sour then Sweet” characters. They are currently the number one non-chocolate candy in the country.
An interesting insider fact is that these were originally called “Mars Men” in the 1970s to capitalize on the space craze. They were rebranded to “Sour Patch Kids” in 1985 to align with the Cabbage Patch Kids doll craze sweeping the USA at the time.
Key Highlights
- Market Position: The #1 selling sour candy in the United States.
- Regional Pop: consistently ranks as the top favorite in the Northeast US.
- Slogan: “First they’re sour, then they’re sweet” (coined in the 1980s).
Top 4. Skittles
Skittles have “tasted the rainbow” all the way to the top of the non-chocolate charts. Manufactured by Mars Wrigley in Yorkville, Illinois, these fruit-flavored lentils have a hard sugar shell and a chewy center. They are famously popular in the Southern United States and are a staple of the “dump-and-trade” ritual on Halloween night.
We applaud Skittles for their masterful marketing and flavor consistency. However, they faced a national uproar in 2013 when they replaced the beloved Lime flavor with Green Apple. After years of consumer petitions, Mars Wrigley restored Lime in 2021—a move that proved companies actually listen to American consumers. This responsiveness has only deepened brand loyalty.
Unlike chocolate, which can melt in the warm October nights of Florida or Arizona, Skittles are resilient, making them a preferred choice for homeowners in warmer climates.
Key Highlights
- Production: Over 200 million Skittles are produced daily in the US.
- Geography: Top-ranked candy in Florida and Hawaii due to melt-resistance.
- Flavor: The original Lime flavor was permanently reinstated in October 2021.
Top 3. Snickers
The Snickers bar is a powerhouse of energy and flavor. Produced in massive quantities in Waco, Texas and Chicago, Illinois, it was named after the Mars family’s favorite horse. A substantial bar containing nougat, peanuts, and caramel in milk chocolate, it is often marketed not just as a treat, but as a hunger solution.
Top 10 America ranks Snickers at number three because it is the “safest bet” in the bowl. It is universally respected; finding a full-sized Snickers is considered a Halloween jackpot. The complex combination of textures—crunchy peanuts, gooey caramel, fluffy nougat—hits every pleasure point in the human brain.
A fun manufacturing fact: The pattern on the bottom of a Snickers bar is actually from the conveyor belt cooling tunnel at the factory. It is the best-selling candy bar globally, though it sits at number three for Halloween-specific US popularity.
Key Highlights
- Origin: Invented in 1930 and named after a horse in Tennessee.
- Sales: Annual global sales exceed $2 billion.
- Ingredients: Each bar contains approximately 16 peanuts.
Top 2. M&M’s
Since 1941, M&M’s have been an American institution. Originally developed for soldiers in World War II because they “melt in your mouth, not in your hands,” they are produced today in Newark and Hackettstown, New Jersey. Whether it is the classic Milk Chocolate or the savory Peanut variety, M&M’s are a ubiquitous presence in almost every trick-or-treat bag in the country.
Our analysis suggests M&M’s hold the number two spot due to versatility. The small “Fun Size” packets are perfect for younger children, and the color variations allow for seasonal branding (orange and brown for Halloween). They are the ultimate communal candy, designed to be shared.
A surprising detail: The “M&M” stands for Mars and Murrie. Bruce Murrie, the son of Hershey’s president, partnered with Forrest Mars to ensure a steady supply of chocolate during wartime rationing—a rare historical collaboration between the two giants of Pennsylvania and New Jersey.
Key Highlights
- Military History: Exclusively sold to the US military during WWII.
- Volume: The Hackettstown, NJ factory produces 50% of all M&M’s sold in the US.
- Variety: Peanut M&M’s (yellow bag) often outsell the original in adult demographics.
Top 1. Reese’s Peanut Butter Cups
The undisputed king of American Halloween is the Reese’s Peanut Butter Cup. Born in the basement of H.B. Reese in Hershey, Pennsylvania in 1928, this orange-wrapped masterpiece accounts for a staggering percentage of all seasonal candy sales. It is the perfect marriage of salty peanut butter and sweet milk chocolate, a flavor combination that is distinctly American.
Top 10 America states this clearly: Reese’s is not just a candy; it is the currency of Halloween. Verified sales data consistently places it at #1 across almost every US state. The seasonal “Pumpkin” shapes are particularly prized because they possess a higher peanut-butter-to-chocolate ratio than the standard cups, a detail connoisseurs debate passionately.
The “Reese’s Tax”—where parents raid their children’s buckets specifically for these cups—is a well-documented phenomenon. In a nation divided on many things, the greatness of a Reese’s Cup is one of the few things that unites the United States.
Key Highlights
- Dominance: Accounts for over 36% of all Halloween candy sales in the USA.
- Origin: Created by H.B. Reese, a former dairy employee of Milton Hershey.
- Format: The “Pumpkin” shape is widely considered the superior iteration by fans.
Conclusion
From the controversial kernels of Candy Corn to the universally adored Reese’s Peanut Butter Cup, the contents of a Halloween bucket tell the story of American manufacturing and taste. While chocolate reigns supreme, the rise of sour gummies like Sour Patch Kids shows a shifting palate among younger generations.
At Top 10 America, we believe the best candy is the one that brings back the fondest memories of brisk October nights and neighborhood walks. Whether you are a chocolate purist or a fruit-chew fanatic, the US candy market offers something for every ghost and ghoul.
Which of these treats do you steal from the candy bowl first?
