Halloween is now one of the biggest occasions in the local retailing calendar and is a fantastic way to grow sales and profits by stocking themed products from major manufacturers and supporting it with in-store theatre.
Halloween has become a big deal in recent years. So big in fact that Halloween is now, after Christmas, the second biggest occasion within the candy category making it a major opportunity for retailers. Making a success of Halloween has never been easier thanks to a wave of NPD from the major manufacturers that make building a special Halloween range simplicity itself. Back that up with a dedicated fixture, a bit of in-store theatre and some activity on social media and you could be well on the way to a scarily profitable season.
Susan Nash, Trade Communications Manager at Mondelez International, advises: “Halloween’s popularity as a season in the UK shows no sign of slowing down, with total Halloween confectionery sales up by 1.3% to £35m in 2018. Within this growth, candy has been the biggest driver with sales topping £30m and growing ahead of total, at 4.7% – showing just how important brands like Maynards Bassetts are at this time of year.” [All data Nielsen, Nov 2018]
As Nash suggests, Maynards Bassetts is helping its retail customers tap into the Halloween opportunity this year with two new products for the 2019 season. Maynards Bassetts Soft Jellies Scary Safari is a ‘bag of bags’ product that contains 17 x 16.7g mini bags, making it the perfect fit for trick or treating. With an RSP of £2, each bag contains a variety of soft jelly sweets in fun animal shapes, in a range of fruity flavours. The Maynards Bassetts Soft Jellies range is currently worth £2.6m and these new bags tap into the growing trend for permissibility in confectionery products, with each mini bag containing only 54 calories.
Also new is Maynards Bassetts Dead Chewy, available in 162g bags containing individually wrapped chews in a variety of fruity flavours. They tap into the growing desire for chews at Halloween – sales of which grew 26.8% in 2018. The new bags have an RSP of £1.
Finally, Mondelez is also launching a new Cadbury Oreo product developed specifically for the Halloween season. Cadbury Oreoooo is a 256g bag of Oreo Mini Filled Eggs with spooky Halloween branding. The line carries an RSP of £4.19 and features individually wrapped products that are perfect for sharing and for trick or treating.