New York, Oct 26, 2025:

Halloween is no longer just for kids. The growing phenomenon of “Adultoween” is redefining October 31st, as adults worldwide increasingly embrace the festivities for themselves. A recent survey by Ferrero, the global confectionery giant behind Nutella, Kinder, and Tic Tac, found that 62 percent of adults now celebrate Halloween, underscoring a cultural shift in how the holiday is perceived.

Adultoween, a term used to describe adult participation in Halloween, reflects the desire of grown-ups to enjoy the holiday without being restricted to family obligations. Ferrero’s survey shows that 71 percent of parents believe Halloween belongs to adults as much as to children, while 47 percent of all adults consider it their favorite holiday. Many see it as a nostalgic celebration that brings them back to their childhood, with 60 percent of adults and 68 percent of parents citing this as a key motivator.

The movement has grown in popularity as adults seek ways to celebrate the holiday without childcare responsibilities. About 54 percent of adults in the survey felt they should have the freedom to enjoy Halloween independently, whether through parties, themed outings, or other adult-focused events. Chad Stubbs, Ferrero’s Chief Marketing Officer, noted that Adultoween has evolved from an emerging trend into a full-fledged cultural movement. He emphasized that adults are embracing the holiday as “their own,” showing enthusiasm for both costume parties and festive activities traditionally associated with younger audiences.

Candy remains central to Adultoween celebrations. Ferrero’s data shows that 72 percent of adults purchase extra candy for Halloween, with a preference for premium chocolate bars and familiar flavors. Seventy-six percent of adults also look for full-sized candy bars, highlighting that indulgence remains a key part of the holiday. Retailers and confectionery brands are increasingly catering to this adult audience, offering products and packages that appeal to older consumers seeking a nostalgic or luxurious twist on Halloween treats.

The trend is also influencing social gatherings and events. Bars, clubs, and restaurants worldwide are hosting adult-centric Halloween parties featuring costumes, themed cocktails, and interactive experiences. These celebrations often blend nostalgia with modern entertainment, allowing participants to relive childhood memories while enjoying the freedom of adult life. Costume contests, spooky-themed nights, and creative decorations have become standard features of Adultoween, reflecting a growing recognition that Halloween can be a holiday for all ages.

Beyond sweets and parties, Adultoween represents a cultural embrace of fun, creativity, and personal expression. As adults increasingly claim ownership of the holiday, they are redefining its meaning, proving that the spirit of Halloween—costumes, treats, and thrills—is not bound by age. With the holiday approaching on Friday, October 31, 2025, Adultoween promises to expand further, offering new opportunities for celebration, nostalgia, and enjoyment for grown-ups across the globe.

By making Halloween a celebration for adults as well as children, Adultoween is transforming October 31st into a festive occasion that transcends generations, ensuring the holiday continues to thrive as both a cultural and social event.

 Adultoween: Halloween for Grown-Ups

Halloween is no longer just for kids—adults are making it their own with the rising trend of “Adultoween.” A Ferrero survey reveals 62% of adults now celebrate the spooky holiday, with many citing nostalgia as a key reason. Adults are hosting costume parties, enjoying themed treats, and buying extra candy, including full-sized chocolate bars. The trend allows grown-ups to celebrate without childcare responsibilities, blending childhood memories with adult freedom. From themed nights at bars to indulgent sweets at home, Adultoween is turning October 31 into a holiday for all ages, proving Halloween belongs to everyone.