Consumers Buy Nearly 600 Million Pounds of Candy during the Halloween Season
SCHAUMBURG, Ill.--(Business Wire)--
U.S. consumers say boo to store brand or private label candy for Halloween,
filling trick-or-treaters` bags with branded candy. According to an analysis by
The Nielsen Company:
* Consumers buy less store brand or private label candy for Halloween, with
store brand candy losing share during the Halloween season. Store brand candy
holds a larger share1 on an annual basis (8.1 percent) than it does in the weeks
leading up to and including Halloween (5.6 percent)2. The trend is the same for
both chocolate and non-chocolate candy segments.
* Approximately $1.9 billion or 598 million pounds3 of candy is sold during the
Halloween season.
* Halloween is the biggest season for chocolate candy, with nearly 90 million
pounds4 of chocolate candy sold during Halloween week. By comparison, nearly 65
million pounds of chocolate candy is sold during the week leading up to Easter
and only 48 million pounds of chocolate candy is sold during Valentine`s week.
* Consumers tend to wait until the last minute to purchase Halloween candy,
either procrastinating or hoping for a better deal. The biggest candy buying
days of the Halloween season are the Sunday before the holiday and on Halloween
day5.
"Without a doubt, consumers continue to turn to store brands in a down economy,"
said Todd Hale, senior vice president, Consumer & Shopper Insights, The Nielsen
Company. "What we see with Halloween candy sales, however, is a sign that
consumers may be `splurging` with brand name products for the holiday or simply
taking advantage of brand name promotions and price reductions. Candy
manufacturers invest a great deal of marketing dollars to build brand equity in
candy and private label candy has not been able to overcome that investment and
grab significant share."
About The Nielsen Company
The Nielsen Company is a global information and media company with leading
marketing positions in marketing and consumer information, television and other
media measurement, online intelligence, mobile measurement, trade shows and
business publications (Billboard, The Hollywood Reporter, Adweek). The privately
held company is active in approximately 100 countries, with headquarters in New
York, USA. For more information, please visit, www.nielsen.com.
1 Equivalized share
2 Based on sales in U.S. food, drug and mass merchandiser stores, including
Walmart for the 52 weeks ending 9/05/09 and the eight weeks ending 11/01/08.
3 Based on sales in U.S. food, drug and mass merchandiser stores, including
Walmart, for the eight weeks ending 11/01/08.
4 Based on sales in U.S. food, drug and mass merchandiser stores, including
Walmart, for the week ending 11/01/08.
5 Total U.S., all channels, October 2008
The Nielsen Company
Media Inquiries:
Jennifer Frighetto, 847.605.5686
jennifer.frighetto@nielsen.com
Copyright Business Wire 2009
