Oct 30

Written by: IRI Blog
10/30/2009 3:18 PM

Halloween is here and nothing says Halloween more than costumes, pumpkins, and candy! IRI research conducted after last Halloween (the eight-week period ending November 9, 2008) from supermarkets, drugstores, and mass merchandise outlets (excluding Walmart) revealed that out of the 20 different popular choices of chocolate candies we monitored, Hershey’s® and Reese’s® Peanut Butter Cups® were the top sellers while Regular M&M’s® and Snickers® were extremely close for third place. At the same time, consumers aren’t putting all their chocolate eggs into the same basket as we have been noticing a growing popularity in variety bags as well.

In the non-chocolate candy basket last year, Brach’s® were the most popular candies, while Tootsie Rolls® and Twizzlers® were next in line. Private label candies also realized considerable growth in sales during the Halloween 2008 timeframe. With the current economic situation, it’s safe to say that pricing is a key factor with candy sales this year. We wouldn’t be surprised to see these less expensive, but still popular candies, make headway this year as parents try to keep their wallets in their pockets while keeping trick-or-treaters happy.

IRI continuously monitors this type of data to help CPG retailers, manufacturers and marketers anticipate the sugary desires of their key customers, candy-inspired ghouls and goblins! On the other hand, perspective into the consumer shopping experience also ensures that retailers and manufacturers are able to monetize their inventory, reducing the amount of products that never end up leaving the shelf.

We’re currently analyzing similar data for 2009 and are eager to see and compare the new findings to last year’s data. We’ll see if this year’s Halloween brings retailers and manufacturers more tricks or more treats. Stay tuned!

Best,
Thom Blischok

(Note: Chocolate candy included in the research: Hershey’s® Milk Chocolate, Reese’s® Peanut Butter Cups, M&M’s® Regular, Snickers®, M&M’s Peanut®, Kit Kat®, Milky Way®, Butterfinger®, 3 Musketeers®, Hershey’s® Kisses, Mars®, Twix®, Hershey’s® Almonds, Dove®, Crunch®, Almond Joy®, Baby Ruth®, York® Peppermint Pattie, Hershey’s® Special Dark, and Raisenettes®. Non-chocolate candy included in the research: Brach’s®, Tootsie Roll® Child’s Play®, Twizzler®, Skittles®, Toosie Roll®, Starburst®, Wonka® Mix Ups, Tic Tac®, T Marzetti®, Sour Patch®, Altoids®, LifeSavers® Gummies®, Mike & Ike®, Ice Breakers®, LifeSavers®, Tootsie Roll® Pops®, Dum Dum Pops®.)

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