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Non-chocolate candy is taking the lead this Halloween, with gummies and other colorful sweets outselling chocolate treats, according to new data from market research firm Circana.

Chocolate’s share of Halloween candy sales dropped from 52% last year to 44% in the 12 weeks leading up to Oct. 5, while non-chocolate candy sales rose 4.5% and chocolate sales fell 13.7%.

Rising cocoa prices and higher chocolate costs — driven by poor harvests in West Africa that have quadrupled global cocoa prices since 2023 — may be pushing shoppers toward cheaper, non-chocolate options.

Kids may receive more gummy candy than chocolate on Halloween, according to a new report.

In a recent report by market research and technology company Circana, researchers have found that people are buying

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