Twix Halloween Survey Results

by Rodzilla on October 24, 2011 · 11 comments

An intern from public relations firm Weber Shandwick contacted me to tell say that Twix had, ”come across some interesting statistics in our research that we’d like to share for inclusion in any Halloween stories you’ve planned.” I can’t say I found their survey results all that interesting. So why post about them? 

36 count Twix - I've shared none

I kept reading, “Also, we’d love to send you a few dozen Twix bars to get you in the Halloween spirit.”  Okay, I’m down. There aren’t too many things that will make me want to look at another piece of research mid-semester, but for 36 Twix, the least I can do is comment on the results.

This is a Twix bar graph

  • The 30 year-old trick-or-treater: Nearly 7 out of 10 adults (69 percent) ages 18 to 24, and half of adults ages 25 to 34 said they would do it if they could. Trick-or-treating, that is. The only thing holding them back is dirty looks from the neighbors. I highly doubt the last bit was tested.
  • Hide and seek: More than half of all adults surveyed (52 percent) admit to hiding a treat from their loved ones to keep the treat for themselves. Most hide their treat stash in their room (41 percent) or in another “super-secret place” (41 percent). I would like to know where the remaining 18% hid their treats…or maybe I wouldn’t.
  • Fruit-flavored non-chocolate Halloween treats get no respect: Only 3 percent of all adults surveyed listed fruit-flavored non-chocolate treats as their Halloween favorite. The winning treat combination? Chocolate with peanuts or peanut butter topped the list at 39 percent, followed by a chocolate and caramel combination as a close second (30 percent). Phew, good thing TWIX bars come in classic TWIX® Caramel and TWIX® Peanut Butter. Conversational speaking does not fit with research writing, and what the hell happened to cookies n’ cream twix
  • Men seek the crunch; the ladies prefer something they can chew on: When it comes to treats, women prefer chewy treats more than men do (42 percent to 33 percent), while more men than women seek out treats with a crunch (33 percent to 23 percent). I seek it all. N of 1.
  • Taking candy from a baby: One quarter of all adults surveyed (26 percent) admit to taking candy from their child’s Halloween stash or a friend’s or co-worker’s candy dish and denying it. I’m suspecting severe, severe under-reporting. 
  • Sweets are social: Two out of three adults (64 percent) would rather enjoy treats with others than alone. Does not support the hide and seek findings. 


    The TWIX Treat Survey was conducted online with a random sample of 1041 men and women, 18-34 – all members of the Impulse Research proprietary online panel. The Impulse Research proprietary online panel closely matches U.S. population demographics and the respondents are representative of American men and women aged 18 – 34. Research was conducted late September, early October 2011. The overall sampling error rate for this survey is +/-3% at the 95% rate of confidence.

Column view

So while  I don’t have plans to mention these findings in any Halloween stories, I think I will try to work them into future literature reviews. Previous research has shown that 26% of candy eaters are assholes (Twix, 2011). 

I really never planned to review the original Twix, they’re a classic best used as a measurement tool for other caramel/chocolate/cookie candies. I’m willing to bet most everyone reading knows what a Twix tastes like, and probably like them. Their one limitation (see what I did there?) is hydrogenated oil, so I will knock them for that…I’m still not sharing.

Grade: B+

{ 11 comments… read them below or add one }

1 Dubba


2 Chuck

Man, Twix are so good… Can’t remember the last time I had one though.

They had Cookies and Cream Twix??

3 Chefprotoss

So that’s why I prefer butterfingers…

4 kirbie

Lol, yeah I would post these results too for a few dozen Twix bars. So they didn’t do a survey on percentage of people who’s fav Halloween candy is Twix?

5 Lisa

lol pay in twix bars? nice. I would do that if someone sent me Reeses. or Chobani. mmmm.

6 Katie

I enjoy how you’re like “These statistics were kind of boring..but I wanted the Twix”

I thought the stats were interesting though. I enjoy attaching numbers to human actions.

7 James

I think you should do a review about kit kats – especially the wasabi flavored one :)

8 Lot-O-Choc

Im not a huge fan of twix..i used to think i really liked them as a commercial bar but the last time i had one it just tasted of nothingness :( poor twix.

9 Rodzilla

Dubba – They actually didn’t ask me to mention anything, they just offered the results and the Twix. Pretty generous,

Chef – butterfingers were always a favorite of mine too, seriously under appreciated.

Kirbie – it struck me as odd as well. I wrote back to ask about a full article with a methods section, maybe the survey questions themselves in the appendix, so much for not being interested.

Lisa – Reeses might be the classic American candy.

Katie – keep that interest alive through research design and analysis :p

James –
I do wish the US had more varieties – I also like their mini sizes.

Nat – What does a gourmet chocolate reviewer such as yourself prefer for a commercial bar these days?

10 kim

I always buy a pack of twix after school in elementary school. It’s great two comes in a package, so I could share with my ‘walking hom’ buddy. Loved the contrasting texture of cookie and caramel. I haven’t had it since then. As an adult, I’ve lost my sweet preference.

11 Jon

nom nom nom. I approve of the legit research footnote

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