Halloween is the biggest calendar event for sugar confectionery, and it is set to be huge for 2022 as consumers resume to their pre-covid lifestyles. Therefore, it’s essential to stock a range of best-selling, well known brands to entice customers that are looking to make the most of the festivities.
Three of top five Halloween products are from Swizzels* so store owners can expect consumers will be seeking the most popular products in anticipation for the season.
Perfect for all sharing occasions, Swizzels’ Variety bags have recently been rebranded to include everyone’s favourites in three different packs, such as Luscious Lollies 176g, Scrumptious Sweets 173g, and Curious Chews 171g. Available with a £1 RSP, the bags are free from artificial colours and are now all suitable for vegans.
Swizzels is the number one variety pack seller at Halloween*, so we would encourage retailers to stock up in anticipation for high demand.
Another product from Swizzels that is perfect for selling over the Halloween period and beyond is the Sweet Shop Favourites Tub.
One of Swizzels’ most popular products for sharing occasions – and the No.1 Tub seller at Halloween* the product contains a variety of individually wrapped favourites including Squashies, Love Hearts and Refreshers, meaning there’s something for everyone, making it a guaranteed seller and a must-stock. The return of pre-covid life means we expect a lot of trick or treaters this year, so this tub is the ideal people-pleaser!
A perfect hanging bag for Halloween and Bonfire night is Marvellous Mallows, our entrance into the mallows market, a category worth £24.7 million*.
Consumers will almost certainly be seeking this popular treat Drumstick raspberry and milk flavoured mallows for both occasions.
Swizzels’ top 3 tips to maximise profits for retailers
- Prioritise stocking the right range of Sugar Confectionery
Halloween is one specific time of year where sugar confectionery plays the biggest role with consumers. Customers will be looking for a variety of products, from single confectionery to variety bags, PMPs and Vegan sweets. Stocking the biggest and best brands will drive a strong rate of sale and therefore profit.
Value-for-money confectionery continues to be a hugely popular choice for shoppers, particularly as financial circumstances have changed post-pandemic.
According to recent research, one in five shoppers are more likely to shop in a particular convenience store if they know it stocks PMPs**, and price marked packs sell 5 times more than non-price marked equivalents**, so it’s also important for retailers to stock a range of value products from popular brands to boost sales.
- Stock and highlight seasonal ranges
With Halloween comes seasonal ranges of popular sweets. Customers will be on the lookout for any opportunities to stock up on these to fit in with themed parties and trick or treats, so they are sure to be in high demand.
To make it easier to find, store owners should also create a section in-depot or online that highlights this range – in a location that customers will definitely walk-by, e.g. at the front of the depot.
- Don’t underestimate the importance of displays
Seasonal events are the perfect time to create and produce displays that promote your Halloween offering in a useful way.
*Source: IRI, Sugar Confectionery category, Value Sales 52wks to 17/04/2022, Total Market data
** HIM, 2021
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