C-Store, Restaurants, Grocers How to Win “Adultoween” Consumers

 

Adults Are Taking Back Halloween

Halloween is no longer just for kids — it’s officially become “Adultoween.” According to The Ferrero Halloween Report, 54% of adults now believe they deserve their own Halloween night without kids, and 62% say the holiday is as much for adults as it is for children. With 47% naming Halloween as their favorite holiday, brands across restaurants, convenience stores, and grocery chains have a massive opportunity to engage this emotionally charged, nostalgia-driven, candy-loving consumer base.

The Steven Johnson the Grocerant Guru® at Tacoma, WA Based Foodservice Solutions® calls this a “nostalgia-fueled indulgence occasion,” where food, fun, and freedom merge. Our inspiration for this blog comes from the great work and Data Courtesy of Ferrero’s 2024 Halloween Report Conducted by Golin and Dynata.

Here’s how each food sector can win over this powerful seasonal audience.

 

Three Ways Restaurants Can Win “Adultoween” Consumers

Curate “Haunt & Dine” Menus and Events
With 60% of adults celebrating for nostalgic reasons, themed experiences are key. Restaurants can offer retro-inspired Halloween menus or “ghostly gourmet” nights featuring adult beverages paired with nostalgic candy-based desserts — think Butterfinger Bourbon Milkshakes or Nutella Pumpkin Pie.

Offer “Trick-or-Treat” Meal Bundles for Adults
Create limited-edition bundled meals that include dinner, dessert, and a small candy pack from Ferrero’s iconic brands like Crunch or Ferrero Rocher. These bundles tap into adults’ desire for both convenience and indulgence — a Ready-2-Eat celebration that feels like a treat.

Extend Late-Night Hours for Grown-Up Gatherings
Since 54% of adults want a kid-free Halloween night, restaurants can cater to the “post-trick-or-treat” crowd with extended hours, themed cocktails, and candy-paired tasting flights — perfect for “Adultoween” date nights or friend gatherings.

 

Four Ways Convenience Stores Can Win “Adultoween” Consumers

Stock Premium Candy and Nostalgic Favorites
Adults overwhelmingly prefer premium and nostalgic treats: 76% want full-size bars, 72% prefer premium chocolate, and 67% choose childhood favorites. C-stores should highlight Ferrero Rocher, Butterfinger, and Baby Ruth with “Treat Yourself” signage.

Create “Good Candy House” Displays
Since 52% of men splurge for “good candy house” status, endcaps and impulse zones should spotlight premium candy multipacks and single-serve indulgence. Add QR codes linking to party snack ideas or pairings with adult beverages.

Bundle Candy with Convenience Meal Deals
Promote candy alongside pizza, wings, or grab-and-go sandwiches. For example: “Buy a Combo Meal, Get a Premium Candy Bar Half Off.” Cross-merchandising drives impulse sales and fits the “indulgent convenience” mindset.

Host Midnight Mini-Events or “Trick-or-Treat Stops”
For younger adults without kids, convenience stores can be the destination for last-minute costumes, drinks, and candy — positioning themselves as the Adultoween refueling stop.

 

Three Ways Grocery Stores Can Win “Adultoween” Consumers

Build an “Adultoween” Destination Aisle
Combine premium chocolate, wine, craft beer, and party snack displays under one banner. Highlight nostalgic candy brands and pairing ideas like Nutella with Pinot Noir or CRUNCH bites with cold brew.

Promote Ready-2-Eat and Heat-N-Eat Party Meals
Adults looking to celebrate without stress crave convenience. Grocers can showcase themed charcuterie boards, small-bite platters, and pre-prepared desserts — letting shoppers host with ease.

Leverage Digital and In-Store Sampling
Encourage trial with “Treat Yourself Tastings” — pairing Ferrero chocolates with bakery or deli items. Digital coupons and loyalty tie-ins amplify repeat purchases.

 

Four Insights from the Grocerant Guru®: Why Winning “Adultoween” Matters

It Extends the Holiday Selling Season
Adult participation transforms Halloween from a one-night kids’ event into a two-week adult indulgence period — boosting sales of food, beverage, and candy.

It’s an Emotional Reconnection Opportunity
With 60% celebrating for nostalgic reasons, brands that tap into childhood memories earn stronger loyalty and year-round brand preference.

It Bridges Categories — Candy, Meals, and Beverages
“Adultoween” blurs category lines. Winning consumers here means capturing cross-category spend from candy to cocktails to meal kits.

It Creates Shareable, Experience-Driven Moments
Adults crave experiences. From themed menus to curated indulgence boxes, every “Adultoween” purchase becomes social currency — driving organic marketing and repeat visits.

 

Think About This

“Adultoween” is no longer a fringe fad — it’s a full-fledged movement. With over 60% of adults buying candy “just in case” and 64% stocking up even without trick-or-treaters, this nostalgic, indulgent celebration is ripe for innovation.

Restaurants, convenience stores, and grocers that serve up experiences — not just products — will be the real winners this Halloween season.

Gain a Competitive Edge with a Grocerant ScoreCard

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Since 1991, Foodservice Solutions® has been the global leader in the Grocerant niche—helping brands identify high-growth strategies that resonate with modern consumers.

📞 Call 253-759-7869 or 📩 Email Steve@FoodserviceSolutions.us