ADULTS WANT IN ON SPOOKY SEASON, AS RESEARCH REVEALS HALLOWEEN ISN’T JUST FOR KIDS

New research by Ferrero has revealed that over half (57%) of UK adults believe Halloween is just as much for adults as it is for children, with 46% celebrating more now than they did as kids.
 

• UK adults are also getting involved in trick or treating, with 50% believing there should be no age limit to the spooky season
• Brits looking to get in the mood for fright night can pick up an assortment of treats, ranging from the new Kinder Chocolate Mini Halloween Bag, to the newly announced Wonka confectionery range, with something for every kind of spooky celebration

19 October, 2026 

New research by Ferrero has revealed that there has been a growing cultural shift in the UK, with ‘Adultoween’ on the rise, adults are now more eager than ever to get involved in Halloween. The findings revealed that over half (57%) of UK adults believe Halloween is just as much for adults as it is for children, with 46% celebrating more now than they did as kids. Adults are also getting involved in the Halloween celebrations, with 50% believing there should be no age limit for trick or treating.

More than a third (36%) of UK adults ranked Halloween as their favourite holiday, with the younger generations leading the charge. The figure climbs to more than half for Gen Z (55%) and Millennials (56%), compared to 28% of Gen X and just 10% of Boomers, a sign that Halloween is one that will continue.

Additionally, 62% of UK adults plan to buy chocolate or sweets regardless of trick-or-treaters, and when it comes to buying for themselves, quality wins out, with 56% preferring premium chocolates. Adults looking to get in the mood for fright night can treat themselves and their loved ones to the Ferrero Collection Experience (£8 RRP), a new 20-piece boxed assortment, featuring a selection of premium chocolate specialities. With four flavours spanning Cappuccino, Cocoa, Hazelnut and Salted Caramel, Ferrero Collection Experience is a delicious treat that’s too good to give away.

For those preparing for the trick or treaters at the door, Kinder has released its first-ever Halloween themed Kinder pack, the Kinder Chocolate Mini Halloween Bag (£3.65 RRP), featuring individually wrapped chocolate mini bars with a milky filling - the perfect addition to the trick or treat bowl this Halloween.

What’s more, Ferrero recently announced the launch of its new Wonka chocolate and sugar confectionery range, inviting fans to discover playful creations packed with unexpected flavours, textures and shapes, each designed to deliver a delicious taste of Wonka wonder. Packed with unexpected shapes and flavours, the new range includes Magic Hat Chocolate Pralines (£7.65 RRP), Oompa Loompa Hollow Figurines (£4.50 RRP), Purplypurple Milk Chocolate Bar (£3.75 RRP), Oompa Loompa Gummies (£2.30 RRP), Magic Garden Ropes (£2.30 RRP) and a Wonka Kinder Joy Egg (£1.60 RRP), a range of magical treats to share at the door or enjoyed once the doorbell stops ringing.

Paolo Cantini Cortellezzi, Head of UK and Ireland Marketing at Ferrero said 

“Halloween is one of our favourite moments at Ferrero, and it’s clear we’re not the only ones. Whether it’s a themed party with friends, a horror movie marathon on the sofa or getting the treats ready for trick or treaters knocking at your door, there are plenty of ways for adults to embrace the Halloween spirit. At Ferrero, we’re all about making moments more joyful, and our range has something for every kind of spooky celebration, from our new Kinder Chocolate Mini Halloween Bag for the trick or treaters at the door to our Wonka Magic Hats for when it’s your turn to enjoy a magical treat.”