Fun-Size Data

Happy Halloween from Jawbone! Just a few days ago, we shared how day of the week affects the healthiness of the foods we eat. Today, we have a delicious deep dive into the candies that people log using the UP app.


M&M’s are by far the most popular candy in the US, 38% of UP wearers who logged a candy logged M&Ms. The next most popular, Snickers and Reese’s (including both Reese’s Pieces and the Peanut Butter Cups), were logged by 22% and 21% of users, respectively.

  1. M&M – 38.0%
  2. Snickers – 22.4%
  3. Reese’s (Pieces and Peanut Butter Cups) – 20.9%
  4. Kit Kat – 13.6%
  5. Twix – 12.2%
  6. Hershey (Bars and Kisses) – 8.5%
  7. Twizzlers – 7.4%
  8. Milky Way – 7.0%
  9. Butterfinger – 6.5%
  10. Jelly Beans – 6.5%
  11. Tootsie (Rolls and Pops) – 5.6%
  12. Skittles – 5.3%

Men Prefer Snickers, Women Prefer Tootsie Rolls

Things get more interesting when we look at unusually popular candies by group. For example, 22.4% of UP wearers who have logged candy have logged Snickers. However, by gender, 25.6% of men and 19.2% of women have logged Snickers — men log Snickers more frequently than women. Twix has the most universal appeal among men and women; both genders log Twix with the same frequency.

Young Adults like Skittles, Seniors Prefer The Great American Chocolate Bar

Using the same technique by age, we see that younger people prefer Skittles and Kit Kats, while older people prefer Butterfinger and Hershey’s. Snickers, Twizzlers, Jelly Beans, and M&Ms have the most universal appeal across age groups.

Unusually Popular Candies by State

Clear regional trends emerged when we mapped the most unusually popular candies by state. The biggest differences were in where UP wearers prefer Twizzlers, Jelly Beans, or Red Vines. M&Ms had the highest nationwide appeal, with consistent demand across the continental US.

Hope you enjoyed this tasty treat!

Technical Notes. This study was based on tens of thousands of UP wearers who tracked candy consumption using UP by Jawbone. All data is anonymized and presented in aggregate. For the candies by state work, less populous states were blended with neighboring states to generate significant results. This technique revealed regional patterns.

About The Author

Brian Wilt

Brian leads an engineering team building personalized health insights and coaching. At Jawbone, he makes data human. He coaches kids volleyball. He earned his PhD studying neuroscience and applied physics at Stanford (go Card), and before that, high-energy physics at CERN and MIT. Follow him @brianwilt.