Halloween is growing every year, and is the fourth largest total retail event in GB (after Christmas, Easter and New Year (Nielsen). Spend on Halloween in the UK in 2019 reached a record £695m, which is a 5% increase on the previous year (Mintel).
Mark Walker, Sales Director at Swizzels, said: “Halloween is the biggest calendar event for sugar confectionery, and Bonfire Night is also hugely important, so it’s essential to stock a range of best-selling, well known brands to entice shoppers.”
Swizzels sees its share of sugar confectionery double at Halloween compared to the rest of year and they expect this trend to continue in 2020.
The company recently conducted some research to understand how consumers feel about celebrating Halloween this year, which confirms consumers will indeed be celebrating, despite the current concerns around the Covid outbreak.
Swizzels want to ensure that Halloween is not only bigger and better for 2020 but can be celebrated safely while being socially responsible. 76% of people intend to purchase sweets or chocolate for the festivities, compared to 78% of people last year.
In addition, 39% of people intend to either host a Halloween party or attend somebody else’s, up from 35% last year, so ensuring the shelves are well stocked with confectionery is still as key for Halloween 2020 as previous years to meet consumer demand.
Swizzels has a large range of products suitable for Halloween and Bonfire Night, featuring well-known brands such as Drumsticks, Love Hearts, Double lollies and Refreshers, which offer great value for money and are perfect for sharing.
Trick or Sweet bag contains a selection of Swizzels favourites such as Double Lollies, Parma Violets, Refresher Bars, Love Hearts, as well as the Sour Apple Refreshers chew bar – making it a must stock for retailers to satisfy demand for shoppers seeking variety.
The Halloween themed packaging makes for a great eye-catching treat to hand out at parties and to trick or treaters. It will also grab the attention of shoppers as they browse, making it an attractive product to retailers.
The Loadsa hanging bags range includes Sweets, Lollies and Chews varieties. These bags contain a selection of well-loved, individually wrapped sweets and lollies with something for everyone. Variety packs are a key part of the Halloween mix and account for 11% of total sugar confectionery sales over the season (IRI), so they are important for boosting sales. The non-seasonal packaging also ensures retailers can continue to sell any surplus stock after Halloween, into Bonfire Night and beyond, making it an attractive range to stock.
The Loadsa range is also available in added value packs.
Another non-seasonal product from Swizzels that is perfect for selling over the Halloween and Bonfire Night occasions and beyond into Christmas is the Sweet Shop Favourites tub. One of Swizzels’ most popular products for sharing occasions, the tub contains a variety of individually-wrapped favourites including Drumstick Squashies, Parma Violets and Refreshers, meaning there’s something for everyone, making it a guaranteed seller and a must-stock.
Swizzels will be running a consumer campaign in the lead up to Halloween to encourage shoppers to buy their sharing products and get prepared for the festivities.
Haribo is taking the fright out of Halloween for retailers, with a selection of treats brewed to support sales and safe celebrations this Halloween.
Delivering a Halloween recipe for sell-through, Haribo’s core ingredients focus on variety, volume and value with a range that’s wrapped and portion controlled for the season.
Claire James, Haribo Trade Marketing Manager, comments: “Halloween may be looking a little bit scary this year; after all no-one truly knows what this occasion will look like under the current Covid-19 restrictions. “But, while Halloween may be different, we certainly believe that it will still be a celebratory occasion and a driver of sales volume for confectionery. Whether this is season-neutral products that are fit for purpose, yet minimise the risk for retailers; or themed and fun treats to deliver that sprinkling of ‘spooktacular’ that we believe people will welcome after what has been a challenging year!”
Halloween falls on a weekend this year, so one can expect an appetite for parties and trick or treating – albeit in a safe and responsible way. Whether these are smaller bubbles of celebrations, managed larger gatherings, or online parties, sweets will continue to be an essential feature.
“The sweets on offer must be fit for purpose. At Halloween value and volume have always been important, with fully wrapped products that deliver portion-controlled options. This year is no different. Importantly, no-one wants leftover sweet gestures so retailers and shoppers will be looking for popular brands to be risk free, crowd pleasers.”
As the UK’s leading sweet manufacturer and the number one sweets brand at Halloween (IRI), Haribo’s 2020 range brings together all year round family favourites, with a selection of themed bags that have become staple seasonal products.
Returning for a second year is the Haribo and Maoam Duo Pack. Delivering the ultimate mix of treats, this big value sharing bag combines top selling gums and jellies with the category’s leading fruity chews, bringing Haribo and Maoam together in one bag for the very first time.
Commenting on the newest edition to the range, James adds: “Building on its runaway popularity last year our Duo Pack delivers just what retailers and shoppers are looking for in a format that’s safe, hygienic and convenient.”
Containing 32 treats, the Duo Pack is made up of mini bags and individually wrapped chews, including Haribo Starmix, Tangfastics, Supermix and Giant Strawbs Gone Mini, alongside Maoam Stripes, Pinballs and Joystixx.
Also perfect for retailers who do not want to risk being left with themed stock after the event are Tangfastics Minis, which contain 11 mini bags, and Starmix Minis, which are available in packs containing a choice of 11 or 22 mini bags.
James continues: “All year round treats are a popular choice, but 2020 will not be the end of novelty. Let’s face it, this is definitely the year for some much-needed fun! So, we will be returning our seasonal staples to stores with Haribo Trick or Treat multipacks, TangfasTricks and Scaremix, which are all equally important products within our Halloween range.”
Featuring a selection of themed gums and jellies, Haribo Trick or Treat multipacks contain either 10 or 32 pre-portioned bags. Haribo’s seasonal twist for Starmix and Tangfastics, Scaremix and TangfasTricks, deliver the pieces found in each bag but in frightful colours and spooky flavours.
“Each product within our range will be an important addition to the seasonal aisle,” adds James. “This year these fixtures, whether physically instore or online, must act as beacons with fun and themed theatre creating a clear destination for shoppers. This can also be enhanced through online activity that drives awareness and builds excitement and in turn sales.
“When supporting seasonal occasions, it is important to have the right range in store at the right time. Products that feature up to one month in advance support planned purchases, which we expect to see more of this year, with fewer last-minute gatherings in favour of highly planned activities that are spooky, yet safe at the same time!”
Mark Roberts, Trade Marketing Manager at Perfetti Van Melle, comments: “Many of our best-loved products come in multi-pack formats including Chupa Chups, perfect for sharing as we see more focus and instore space dedicated to wrapped candy, especially in sharing formats going forward.”
Bags are growing at +4.3% MAT adding £29m to the category, and PVM sharing is growing ahead of the market at 6.1%. Sales of multipacks are up 0.4%, with Fruittella multipacks growing 5.4% (IRI).
“Portion packs and lollipop formats cannot be overlooked; portion packs are also key this time of year, over indexing in the lead up to Halloween & Bonfire Night,” adds Roberts. “With hygiene and sanitation becoming increasingly important to shoppers, our range of lollipop bags and party bags are the perfect solution to distribute at parties and trick or treating.”
Data shows wrapped bags are worth £5.3m over the 4 weeks of Halloween and growing 32% vs. the previous period – its highest share of the year (IRI). They outperform unwrapped bags already and this is only likely to grow as shoppers move away from ‘naked candy’ to wrapped confectionery, as hygiene becomes more important and ultimately changes shopper habits.
Sharing now accounts for 53.4% of the general confectionery market, with value sales up +4.1%, highlighting the importance that formats such as bags and boxes now play, which will be magnified around Halloween and Bonfire Night as they’re ideal for the occasion.
“Halloween has evolved in recent years,” adds Roberts. “What used to mean a bag full of apples and unbranded boiled sweets, is now an opportunity for confectionery companies to introduce new flavours and formats and show how far they can go with innovation.”
2020 will undoubtedly be different for both Halloween and Bonfire Night. Although it is not yet known what restrictions will be in place, it is certain people will be more cautious especially around occasions such as trick or treating. For confectionery this doesn’t need to be an issue, there are plenty of individually wrapped sweets that can serve these occasions without posing risks.
“With Halloween also falling on a Saturday this year, there is also evidence to suggest that after many months of lockdown, it could be something people really look forward to celebrating,” Roberts comments.
“Whether it takes place at home within family bubbles, or as larger socially distanced parties, we’re sure there’s going to be an appetite for it.”
We’ve seen other important occasions celebrated with gusto in new and original ways by the British public including everything from VE Day, to Eid and Super Saturday. Social media is also a big driver, with many sharing their creative decorations and ideas for celebrations inspiring others to get involved, where they may not have had the time or inclination before.
“Consumers recognise Halloween and Bonfire Night as an occasion that normally requires a shop visit, their purchases are planned and intentional, there is a need to stock up for trick or treat visits, entertaining at home and gifting,” says Roberts. “Shoppers looking for these goodies are more likely to choose a brand already firmly in their repertoire, that they know and love. Here, PVM’s reputation as a tasty, trusted brand and our vast portfolio can really come into its own.”
Mondel?z International is kicking off the 2020 Halloween season with a raft of themed confectionery to help retailers get into the spooky spirit and capitalise on the growing opportunity.
Halloween has become a valuable earner for convenience retailers, so it is crucial they take full advantage of this and create excitement for their shoppers,” comments Susan Nash, Trade Communications Manager at Mondelez International. “Retailers should stock up on the Mondel?z range of self-eat and sharing novelties launches across both chocolate and candy ranges, offering products for consumers to enjoy independently as a treat or to share while hosting a family Halloween party.”
Research shows more shoppers buy Halloween-themed confectionery than standard packs during this exciting time, and 51% of incremental sales at Halloween come from the chocolate confectionery category. This year sees the return of the popular Cadbury Goo Heads, available in Creepy Skeleton, Pumpkin, Frankenstein, Dracula or Werewolf variants. Cadbury Goo Heads are available individually or in a pack of five, offering value and convenience to customers.
Confectionery sales over the Halloween period in 2019 reached £48M, with candy being a key contributor of sales growth (Nielsen). Within the segment, chew products, which grew by 7.2% during last Halloween, is the third biggest format after mixes and jellies (Nielsen). This year’s portfolio taps into this, with the return of Maynards Bassetts Dead Chewy. Each 162g bag contains individually wrapped chews in a variety of fruity flavours, making it the perfect fit to share and enjoy during a family Halloween party at home.
Cadbury Oreoooo will also return for Halloween 2020 in the form of 82g bag of Oreo Mini Filled Eggs, with striking Halloween branding designed for strong standout on shelf. The product is designed to further drive impulse purchase of sharing novelties in the Halloween segment, combining the nation’s favourite chocolate with the one of the world’s favourite biscuit brands.
Mondelez International is also launching two new treatsize bags – Cadbury Family Treatsize and Freddo and Friends Treatsize, both including an assortment of Cadbury favourites to enjoy with family.