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?
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.
- 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.
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.