Mondelēz International is kicking off the 2020 Halloween season with a raft of thrillingly 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. Retailers should stock up on the Mondelēz 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[i], and 51%[ii] 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. The strikingly-packaged 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[iii], with candy being a key contributor of sales growth[iv]. Within the segment, chew products, which grew by 7.2%[v] during last Halloween, is the third biggest format after mixes and jellies[vi]. This year’s portfolio taps into this, with the return of Maynards Bassetts Dead Chewy, a great-tasting chew product. 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 .
In addition to these exciting products, Mondelēz 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. 82%[vii] of consumers claim they look out for Cadbury when shopping for confectionery, so these launches are sure to be a hit with shoppers, with strong stand-out on shelf. They join the existing Treatsize portfolio, which includes Cadbury Crunchie Treatsize, Cadbury Dairy Milk Buttons Treatsize and Cadbury Fudge Treatsize, all offering a great addition to Halloween parties at home.
[i] Snackchat: Understanding how Halloween was for shoppers 2019. *of NOT Halloween themed products **Choc: 33% vs 32%, Sugar 53% vs 35%
[ii] Source: Worldpanel Plus Survey, n= 59,129, survey fielded 04/11/19 – 11/11/19
[iii] Nielsen – Value Sales – w.e. 30.12.19
[iv] Nielsen – Value Sales – w.e. 30.12.19
[v] Nielsen Scantrack Total Coverage 9w/e 02.11.19
[vi] Nielsen Scantrack Total Coverage 9w/e 02.11.19
[vii] Source: Kantar World panel UK 2019