The Halloween period contributed a whopping £462 million for retailers in 2021 (Kantar). This meant a fourth consecutive year of value sales growth (Kantar) for one of the most important retail events in GB.
Soft drinks and the spookiest night of the year go hand in hand, with GB soft drinks value growth up £69 million year-on-year during Halloween 2021 (Nielsen).
This makes soft drinks one of the fastest-growing categories at Halloween, ahead of traditional seasonal favourites such as baked goods, sugar confectionary and chocolate (Kantar).
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “Shoppers pick up soft drinks to support occasions throughout the Halloween period, like parties or movie nights with family and friends – which is why visibility in store and on-shelf is key, especially for leading brands supported by seasonal marketing activity.
“To tap into these occasions, retailers should have a wide range of sharing packs across leading brands at the heart of their Halloween ranges, such as large PET bottles of Coca-Cola, Fanta and Schweppes.”
Fanta – the number one flavoured carbonates brand in GB (Nielsen) and worth almost £100m in convenience (Nielsen) – is a popular choice thanks to its longstanding association with Halloween, driven by engaging campaigns and on-pack activity.
Fanta contributed more than a third (35%) of flavoured carbonates growth during Halloween last year (Nielsen). In fact, one in four of all flavoured carbonates purchased was from the Fanta portfolio (Nielsen). Fanta achieved a 12% increase in value sales in the Halloween period (Nielsen), and Fanta Zero variants performed especially well, up 17% in that period (Nielsen).
Although promotional HFSS regulations have been delayed for a year, restrictions on location and displays will still be coming into effect this October – just in time for Halloween.
“While this will of course present some challenges, there is a clear opportunity here for categories like soft drinks as almost three-quarters (73%) of soft drinks value sales come from HFSS compliant products (Kantar),” adds Burgess. “That figure puts soft drinks in a strong position relative to other HFSS categories like chocolate, sweets and crisps. And it means soft drinks have a key role to play at the heart of themed front of store displays or aisle ends, creating in-store theatre and helping to drive sales.”
Mark Frossell, Commercial Manager at St Pierre Groupe, comments on behalf of the Baker Street brand: “It’s easy to assume that Halloween and Bonfire is a relatively short-lived sales opportunity that impacts a small range of sectors, but over the past few years, the rise of the ‘big night in’ peaks around these occasions and has created a sales opportunity across the retail landscape.”
Sales for Baker Street’s range of burger buns and hot dog rolls have experienced uplift of 27 per cent during the sales period for the past two years. Halloween and bonfire season is the peak of ‘big night in’ each year and consumers are looking for ways to make the most of at-home events.
“In the last year, the housing market accelerated meaning millions of consumers are either saving money after a house move, have new homes in which to entertain guests, or both,” adds Frossell. “This suggests that the at-home socialisation trend will remain key and independent retailers can capitalise on this. Add to that the impact of the cost of living, and it’s likely that Halloween and bonfire will be as big – if not bigger – than ever.”
Bakery plays a key role in this because so much of the food menu for these occasions is handheld.
“Retailers can drive impulse purchases with seasonal sign-posting and cross-merchandising to maximise basket spend and capitalise on the opportunity,” says Frossell. “By grouping everything shoppers could need, together, retailers are offering convenience for shoppers and simultaneously driving sales.”
Baker Street has marketing campaigns planned to support consumer brand awareness throughout Halloween and Bonfire, driving sales for retailers by inspiring menus, with above the line creatives and increased marketing spend throughout October and November.
Chris McLaughlin, Commercial Director at St Pierre Groupe, comments on behalf of the St Pierre brand: “Last year the pandemic forced families to stay at home and many would have earmarked this year as a return to planned events, dining out and after trick-or-treating outings.”
However, with the cost of living on the rise, more shoppers will once again decide to stay at home in order to save on the costs of dining out.
“That doesn’t mean, however, that they will settle for less by way of quality,” adds McLaughlin. “Brands like St Pierre that offer an upgrade to your standard burger bun or hot dog will prove popular. Shoppers learnt how to treat themselves well at home during the pandemic and even if they’re feeling the pinch for Halloween this year, they won’t compromise on quality – if anything, it makes shoppers more discerning. That’s why it’s key for retailers to offer good, better and best ranges – in bakery and elsewhere – to drive sales in a key period.”
Savvy retailers can drive increased sales with positioning in-store and cross-merchandising to drive increased basket spend through impulse purchases at key times of year.
Haribo and Maoam are set to unveil a trio of terrifying treats this Halloween, with three new sharing packs joining the seasonal range.
With a focus on newness and novelty, Haribo Sour Skeletons, Haribo Monsters Z!ng and Maoam Pinballs Halloween are on shelf now.
Catherine Johnson, Customer Marketing Controller at Haribo, comments: “Halloween is always one of the most exciting times of year for us here at Haribo, so for 2022 our range has been designed to excite and delight our retailers and shoppers in a scarily good way!”
Reflecting on the sweets category during Halloween 2021, value sales increased for Haribo (IRI) and Halloween sweets also increased their share of the Halloween event (IRI).
Johnson adds: “To support the success of Halloween 2022 – for both sweets and Haribo alike – our great tasting, good value products will make it easier for shoppers to join in with the seasonal celebrations. Just like our plans, we expect these to be bigger and better than ever!”
New for 2022 is Sour Skeletons (140g). Adding a unique sour bite to the sweet selection, these fruity sour jellies come in various flavour combinations including Lemon & Lime, Blood Orange & Pineapple and Cherry & Blackcurrant.
Haribo Monsters Z!ng (140g), which offers a mix of four monster shaped pieces, is an acidulated treat that delivers a different eating experience and provides the perfect hit of sweet and sour. Each pack contains Apple, Blackcurrant, Lemon and Blood Orange flavoured pieces.
New Maoam Pinballs Halloween (140g) will also be rolling into stores, adding fun to sharing this season. The full-on chew features Apple and Orange alongside a brand new sour Blackcurrant flavoured Pinball.
“Newness, excitement and novelty play a leading role in our range this year. But, shoppers are also promised popular Haribo and Maoam products in formats that support the occasion – wrapped sweets and bags to share for self-treating, Halloween parties and trick or treating,” says Johnson.
For 2022, focusing on the sharing and trick or treating occasions, popular multipacks are a must stock with Haribo Trick or Treat, Haribo Starmix and Haribo Share the Happy hitting shelves.
The Haribo Trick or Treat multipack offers a spooktacular selection of mini bags that are ideally portioned for any witches or wizards that come a-knocking this Halloween.
Containing a magical mix of fruity jellies, you’ll find a bat, broomstick, frog, and spider shaped pieces in 160g and 512g multipacks holding 10 or 32 mini bags.
A firm favourite with families of all ages, the Haribo Starmix multipack adds the treats to the tricks this Halloween. Featuring the five iconic shapes: ring, bear, egg, cola bottle and heart, these tasty jellies are always a hit at Halloween. Multipacks contain either 11 or 22 mini bags.
Multipacks are available with either 11 or 22 mini bags containing Starmix, Tangfastics, Supermix and Giant Strawbs.
Johnson concludes: “Whatever the celebration, Haribo has something terrifyingly tasty to add the childlike happiness and spooky excitement this Halloween.”
Andrea Jessop, CEO of Moo Free, comments: “When COVID restrictions lifted last year, trick or treating at Halloween definitely made a comeback, and sharing confectionery, including free-from and vegan chocolate from Moo Free, was one of the major categories to benefit. Halloween is set to be even bigger this time round, with people feeling less concerned about pandemic precautions. But that’s not all. The following weekend it’s Bonfire Night, and the return to gatherings to celebrate means confectionery sales for retailers.”
Free-from and vegan chocolate is becoming increasingly important at Halloween and Bonfire Night, for retailers looking to stock a range of inclusive options to help boost sales.
As the category continues to grow, at this time of year shoppers will expect to see more free-from versions of standard confectionery, such as those from Moo Free, and will be looking to retailers to stock broader ranges – especially around these important seasonal periods.
“The big trend in confectionery purchasing that retailers should be aware of, not just at Halloween and Bonfire Night, but all year round, is that the free-from and vegan chocolate category is expanding, and Moo Free is at the forefront,” adds Jessop.
This year, 500,000 people signed up to Veganuary, highlighting the popularity of this growing trend, which is starting to take effect in the confectionery space.
More than ever, people are becoming more aware of the food they eat and its impact on the planet. They are looking for easy and convenient swaps to make a difference, but taste is still a key factor. This is especially true for flexitarians, the UK’s fastest growing diet choice, who are introducing more plant-based products into their everyday consumption, including chocolate.
Moo Free is launching a new innovative chocolate treat for Halloween 2022, Fizzy Boo! Bars, available in retail and online in Tesco supermarkets and via the Moo Free webshop.
It is also bringing back a previous favourite from last year, the Spooky Chums, also available in Tesco and Direct to Consumer at www.moofreechocolates.com, as well as Asda.
As with all of Moo Free’s range, both are free from dairy, gluten and soya and are terrifically tasty thanks to the use of Moo Free’s high quality, ethical Rainforest Alliance chocolate.
These ‘scary’ treats are perfect for giving to little trick or treaters and dishing out at Halloween celebrations at home. They are ideal for allergy sufferers, chocolate fans with special diets or vegans, meaning that everyone can enjoy chocolate this Trick or Treat season.
The Fizzy Boo! Bars, RRP 60p, are white chocolate with fizzy popping candy, a combination that is new to Moo Free’s range. They are made from Moo Free’s popular free-from and vegan white chocolate. After spending many years to perfect the recipe, this amazing free-from and vegan white chocolate bar tastes creamy without using any cream. As well as being completely dairy-free, the snack-sized white chocolate bars are also gluten-free, soya-free and suitable for vegetarians and vegans.
The Spooky Chums, RRP 40p, are made from Moo Free’s tasty Rainforest Alliance ‘milk’ chocolate. Each snack sized bar (15g) has a spooky surprise inside, from ghastly ghosts, to petrifying pumpkins, a wicked witch or a blood-curdling bat.
Like all of Moo Free’s chocolate, its new Halloween range helps to protect the planet, by sending zero waste to landfill and helping cocoa farmers by using ethically sourced Rainforest Alliance cocoa. Moo Free’s packaging avoids single-use plastic and can be fully recycled, so everyone who enjoys Moo Free’s range knows they’re being sustainable, too.
Moo Free is one of the UK’s top free-from chocolate brands and is in 16 per cent growth YOY (Jan-Aug 2022, Sales Val). Since its launch in 2010 Moo Free has won more than 100 free-from and vegan awards. Its huge popularity stems from its appeal to those with allergies or who are following a plant-based or vegan diet. The product range is free from dairy, gluten and soya and uses high quality, ethical chocolate.
The free from market is now worth £3.17bn (Kantar) and Moo Free is leading the way in the free from chocolate space by addressing the need for ethical, safe and terrifically tasty chocolate that doesn’t aggravate food intolerances. Allergies are becoming more recognised in the UK and people are starting to act as they educate themselves on the effect certain foods may be having on them and the planet. There are also new allergies appearing, which, although quite common, aren’t officially recognised yet, such as coconut, so it’s important to be sensitive to these. It is the case that those who are lactose intolerant usually suffer with other allergies as well.
“This Halloween season, retailers should follow the lead of the major supermarkets and stock a range of free-from and vegan chocolate options,” says Jessop. “As the free-from category continues to grow, shoppers will expect to see more free-from versions of standard confectionery at these special times of year and will be looking to retailers to stock broader ranges. This brings a great opportunity for retailers.”
“We encourage retailers to separate their ranges from traditional dairy bars,” Jessop continues. “When confectionery space is under pressure, like it is at Halloween, Moo Free’s packaging clearly labels its free-from and vegan credentials on-pack, so our products are easily identifiable and can also sit in the traditional Halloween confectionery space.”
Moo Free believes the market is set to surge. Times are difficult but sharing chocolate with other people remains an affordable everyday pleasure. At the same time demand is growing for free from, plant-based and vegan options backed up with sustainability and other ethical credentials like Moo Free. Now the COVID restrictions are behind us and consumers feel more confident about mixing socially and enjoying themselves with other people, sales can only grow.
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