Candy Costs More, and Consumers Are Feeling It — What Brands Can Learn from This Halloween’s Price Backlash

Even the joy of Halloween costs more this year. Candy prices are up 10.8% year-over-year, nearly quadruple the overall rate of inflation, according to NielsenIQ data shared with CNN. And consumers are noticing — and talking about it.

From shrinkflation to $9 chocolate bars, frustration is boiling over. As one shopper put it bluntly:

“8-9$?!! Y’all are out of your mind. This was $5 3 weeks ago.” 

At Yogi, we analyzed over 10,000 organic consumer reviews across 44 candy and chocolate brands. Our insights show a dramatic shift in sentiment — one that brands could have detected and responded to sooner with the right tools.

📉 The Data: Sentiment Around “Price & Value” Has Dropped Sharply

Over the last two years, the average monthly sentiment for price/value mentions in the candy category sat at +0.50 — solidly positive on Yogi’s -1 to +1 scale.

But in October 2025, that sentiment plummeted to +0.24, a 0.27-point drop, bringing the average from strongly positive to neutral.

Even more telling: price/value mentions surged 36% compared to the 12-month average. Consumers aren’t just unhappier — they’re talking about prices more often and more emotionally.

Average Sentiment for Candy & Chocolate Price/Value Mentions (Nov 2024 - Oct 2025)

As one reviewer said:

“I love the size and taste but they are too expensive for the amount you get!”  

Another noted:

“Just half the amount in a bag and double the price. The candies are much smaller now too and don’t taste quite the same.” 

These aren’t isolated grumbles — they’re signals of a deeper shift in consumer perception.

🧠 Why Continuous Feedback Monitoring Matters

The story here isn’t just about candy — it’s about how fast consumer sentiment can change.

With real-time feedback analytics, brands can detect changes like this weeks before they hit the headlines. Yogi’s granular sentiment tracking can separate “price” mentions from “value perception” mentions, giving brands visibility into whether consumers feel prices are unfair or products simply no longer feel worth it.

That’s not a nuance you’ll find in sales data alone.

Continuous listening offers:

• Early Warning Systems — Spot brewing dissatisfaction before it impacts sales.
  
• Granular Theme Analysis — Differentiate between “too expensive” vs. “not worth it.”
  
• Language Shift Detection — Monitor when frustration turns into outrage.
  
• Competitive Insight — See how premium brands maintain positive value sentiment despite higher prices.
  

🍫 The Takeaway

Halloween candy has always been about nostalgia and indulgence — but this year, it’s become a case study in consumer price sensitivity.

Brands that rely solely on quarterly reports or lagging sales data are missing the story consumers are already telling in real time.

By leveraging tools like Yogi, brands can stay ahead of these shifts, understand the why behind changing sentiment, and take proactive steps to preserve trust — even when prices rise.

Don’t get tricked by shifting sentiment — treat yourself to real-time consumer insights. Connect with our team to learn how Yogi helps brands catch changes in perception before they become scary headlines.