New Research Shows Halloween Candy Preference by State
“Share of Search” data shows Snickers is the most dominant chocolate this Halloween
Most searched candies by state
With Halloween just around the corner, and trick-or-treaters ready to collect their favorite sweet treats, My Telescope researched the most searched for candy brands by state, focusing on chocolate candies. Based on Google search volumes, which are then ranked by Share of Search, we were able to see what each state’s favorite chocolate is - and their least favorite.
Snickers takes the hearts of 23 out of 50 states, making Snickers almost half the country's go-to-candy bar.
Other highlights from the research include:
KitKat and Hershey battle for distant second; KitKat taking 6 states while Hershey’s takes 5 States
Indiana is the only state holding onto Butterfinger as their most searched candy
Baby Ruth is the least searched for chocolate by state
Twix beats Milky Way for most searches by state
Share of Search is a valuable metric to help marketers leverage trends and optimize their advertising in geo-fenced areas. Research has shown that there is a correlation between what we search for and a final outcome, and that Share of Search can often predict shifts in Share of Voice over time.
“When combined with specific keywords, Share of Search data can give valuable insights on what people are going to do, what they think, how they feel, and what they’re going to buy,” said Rodrigo Graviz, CEO of My Telescope.
Map of the Most Searched For Candies (left) and least searched (right)
Top Results of Share of Search Study, By State - Halloween Candy Brands
| State | Most Searched | Least Searched |
|---|---|---|
| Alabama | Snickers | Baby Ruth |
| Alaska | Snickers | Reese's Cups |
| Arizona | Tootsie Roll | Reesse's Cups |
| Arkansas | Snickers | 100 Grand |
| California | Snickers | 100 Grand |
| Colorado | Milky Way | Butterfinger |
| Connecticut | Milky Way | Baby Ruth |
| Delaware | Snickers | 100 Grand |
| Florida | Tootsie Roll | Baby Ruth |
| Georgia | Tootsie Roll | Baby Ruth |
| Hawaii | Snickers | Reese's Cups |
| Idaho | Milky Way | Baby Ruth |
| Illinois | Kit Kat | Hersheys Kisses |
| Indiana | Butterfinger | 100 Grand |
| Iowa | Snickers | Crunch Bar |
| Kansas | Snickers | Milky Way |
| Kentucky | 3 Musketeers | Crunch Bar |
| Louisiana | 3 Musketeers | Reese's Cups |
| Maine | Tootsie Roll | 100 Grand |
| Maryland | Hershey's Chocolate Bar | Almond Joy |
| Massachusetts | Kit Kat | Butterfinger |
| Michigan | Twix | 100 Grand |
| Minnesota | Snickers | Payday |
| Mississippi | Hershey's Chocolate Bar | Butterfinger |
| Missouri | Snickers | 100 Grand |
| Montana | Kit Kat | Baby Ruth |
| Nebraska | Snickers | Hershey's Chocolate Bar |
| Nevada | Twix | Reese's Cups |
| New Hampshire | Snickers | Mr.Goodbar |
| New Jersey | Snickers | Hershey's Chocolate Bar |
| New Mexico | Kit Kat | Baby Ruth |
| New York | Snickers | Payday |
| North Carolina | Tootsie Roll | Reese's Cups |
| North Dakota | Snickers | 100 Grand |
| Ohio | Kit Kat | Milky Way |
| Oklahoma | Snickers | Butterfinger |
| Oregon | Snickers | Reese's Cups |
| Pennsylvania | Hershey's Chocolate Bar | M&M's |
| Rhode Island | Hershey's Chocolate Bar | Baby Ruth |
| South Carolina | Tootsie Roll | Reese's Cups |
| South Dakota | Hershey's Chocolate Bar | Milky Way |
| Tennessee | Snickers | Almond Joy |
| Texas | Snickers | Reese's Cups |
| Utah | Snickers | Baby Ruth |
| Vermont | Snickers | Milky Way |
| Virginia | Twix | Payday |
| Washington | Twix | Payday |
| West Virginia | Kit Kat | Baby Ruth |
| Wisconsin | Snickers | Milky Way |
| Wyoming | Snickers | Baby Ruth |