Candy corn was the most popular Halloween candy last year on Amazon, garnering 16% of demand, followed by Gummy Bears, Sour Patch Kids and Skittles, according to ecommerce tech company Pattern.

By comparison, package sales of gummies and marshmallow candy, which includes Peeps, have each gone up more than 30% since 2018. “So think about a Peep,” Kimmerle said.

Candy corn traditionally ranks high as a Halloween candy, with it coming in third behind chocolate and gummy candy in a 2021 survey last year by National Confectioners Association.

Brach's hasn't yet created its own version of the gummy cluster, but opportunity in the non-chocolate sector is growing, with consumer sales ballooning more than 48% from $7.5 billion in 2020 to ...