Halloween Candy Preference by State
Market intelligence and search startup My Telescope today announced new data highlighting the most-searched-for candy brands by state, just in time for Halloween. Snickers take 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 a 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
The data highlights a state-by-state breakdown of the top Halloween candies, according to Google search volumes, which are then ranked by Share of Search.
Share of Search is a marketing metric that measures the relative interest for a search term in relation to a defined set of search terms. 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.
“Share of search is a powerful tool for brands to figure out how they stack up against competitors, and how to leverage trends based on actual search volumes to forecast brand growth,” said Rodrigo Graviz, CEO of My Telescope. “Data can be geo-fenced by state or country to accurately reflect searching trends by geography. 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.”
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 | Reese’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 | Hershey’s 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 |
About Share of Search
Share of Search is a marketing metric that measures the relative interest for a search term in relation to a defined set of search terms. Share of Search Analytics tools such as My Telescope help brands gather market intelligence and forecast business demand by blending search and sentiment analysis to accurately predict purchasing intent and/or business demand.
About MyTelescope
My Telescope is a market intelligence SaaS solution to measure market trends, brand strength, and marketing campaign effectiveness in almost real-time using Share of Search Analytics. My Telescope’s AI solution scans, analyzes, and visualizes data from search engines, media monitoring, and social listening to marketers with actionable insights for increased agility. My Telescope is trusted by clients within FMCG, consumer goods, heavy industry, defense, automotive, charity, and many more. For more information, visit https://mytelescope.io.
