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Join the Halloween 2025 seasonal review as NCA and Anne-Marie Roerink, president of 210 Analytics, take a closer look at:  

• External marketplace review 
• Sales results   
• Performance drivers 
• Merchandising performance   

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The post 2023 Halloween Sales Review appeared first on NCA.

• Seasonal highlights 
• Market review and shopper engagement 
• Sales results and drivers 
• Merchandising performance 
• 2025 preparation and recommendations 

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Download NCA’s newest original research, Getting to Know Seasonal Chocolate & Candy Consumers 2023.

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The post How to Maximize Seasonal Sales with Big and Little Seasons – 2023 Sweets & Snacks Expo Presentation appeared first on NCA.

The 2022 Halloween Sales Review will highlight the confectionery category’s performance during the 2022 Halloween season and dive deep into whether Halloween was a trick or a treat for retailers and candy makers.

The post 2022 Halloween Sales Review appeared first on NCA.

Join NCA and Anne-Marie Roerink, president at 210 Analytics, to take a closer look at: 

• Seasonal highlights 
• Market review and shopper engagement 
• Sales results and drivers 
• Merchandising performance 
• 2023 preparation and recommendations 

Made possible by:

Data provided by:

The post 2023 Halloween Sales Review appeared first on NCA.

The 2022 Halloween Sales Review will highlight the confectionery category’s performance during the 2022 Halloween season and dive deep into whether Halloween was a trick or a treat for retailers and candy makers.

Join NCA and Anne-Marie Roerink, principal at 210 Analytics, to take a closer look at:

• Seasonal highlights
• Market review and shopper engagement
• Sales results and drivers
• Merchandising performance
• 2022 preparation and recommendations

Made possible by:

Data provided by:

The post 2022 Halloween Sales Review appeared first on NCA.

Anne-Marie Roerink, principal at 210 Analytics, dives deep into retail and consumer trends during the spookiest time of the year, including:

• Seasonal highlights
• Market and shopper review
• Sales results
• Merchandising performance
• 2022 preparation and recommendations

The post 2021 Halloween Sales Review appeared first on NCA.

Confectionery is among the big winners of 2021. Data insights firm IRI is finding record sales of $28.2 billion over the 52 weeks ending October 31, 2021. This is up nearly 8% over year ago, and gains are only accelerating. Over the shorter 12-week view, dollars gained 11.5% for candy, gum and mints year-on-year.

Halloween was a big contributor to growth. Americans were ready to celebrate, and in the days leading up to the holiday, shelves were empty at many retailers across the country. Whether looking across the four or 12 weeks preceding the holiday, Halloween seasonal chocolate increased by 50% over year ago levels. Halloween non-chocolate dollar sales increased 2.8% over the 12-week period and 20.9% over the four weeks preceding the holiday. It is important to note that in 2020, retailers had pulled back a little on seasonal-specific merchandising, unsure about consumer engagement with Halloween during the pandemic. This year, retailers reinvested in the iconic orange and black seasonal items, resulting in big gains for seasonal confectionery. Additionally, many retailers have started to overlap merchandising for Halloween and Christmas, resulting in an early bump for holiday-themed candy as well.

But it wasn’t just seasonal candy that gained. In chocolate, gift boxes (+13.7%), large share bags (+8.9%) and especially sugar-free chocolate (+31.1%) drove big gains over the latest 52 weeks ending October 31, 2021. That resulted in an overall gain for chocolate of 8.0% over year ago, reaching $16.3 billion dollars in annual sales.

Non-chocolate had many areas of growth as well. Powerhouse chewy candy reached $4.5 billion in sales and yet increased 13.7% over the past year. Other growth drivers include novelty candy (+28.6%), caramel/taffy (+12.6%), hard sugar candy (+7.9%) and licorice (+3.2%). Even sugar-free candy, which has struggled a bit over the past five years, is gaining in 2021, up 3.5% over the past 52 weeks.

Gum sales are nearing 2019 levels. The 52-week view shows sales off just 4.6% year-on-year. In the latest 12 weeks, sales are up 9.9% versus year ago.

Supermarkets remain the top selling outlet for confectionery at $7.4 billion in the latest 52 weeks, which is up 4.6%. Supermarkets are seeing strong growth in non-chocolate, but chocolate and gum are also growth contributors. Drug stores are back in positive territory for total candy, gum and mints, up 2.7% over the latest 52 weeks. Non-chocolate is the biggest growth driver at +5.1%. The fastest growth, however, is reported by convenience stores. As consumer mobility has largely recovered, confectionery sales through convenience stores increased 10.0% over the latest 52 weeks. Sales are largely generated by everyday items, with little seasonal business for most convenience stores. Much like in food and drug, non-chocolate is the primary driver of growth for convenience stores as well at +16.9% over the latest 52 weeks.

If the Halloween celebrations are any indication for America’s readiness to re-engage with seasonal celebrations, the fourth quarter holiday season could be big. Both Christmas chocolate and non-chocolate sales are off to a strong start, up 53.7% and 164.6%, respectively. It is, however, important to keep in mind that sales during the early weeks of the season are fraction of the volume sold during the weeks leading up to the holiday. Additionally, the winter holiday season was the strongest of the four big confectionery in 2020 — resulting in a tougher road map for growth in 2021.

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