CHICAGO — The data crunchers at Numerator are calling third- and fourth-quarter confectionary sales a “pre-Halloween candy craze,” one that is “capturing more consumers than ever.”
“After a full year of celebrating seasons through the pandemic, people have expanded their ways of celebrating, adding more at-home activities while resuming cherished community and social traditions,” said Phil Stanley, global chief sales officer for The Hershey Co., Hershey, Pa. “For Halloween, we have seen a continued increase in many early and mid-season activities like decorating, baking and movie nights, and our insights signal more will reengage this year in away-from-home events like parades, parties and trick-or-treating.”
Numerator reports:
- Sales of seasonal candy are up 29% to-date in the second half of 2021 vs. year-ago, and up 43% vs. two years ago.
- Growth is primarily driven by an increase in household penetration in the category (more than 4.5 points vs. 2020, and more than 5.9 points vs. 2019), though household buying rates are also elevated compared to previous years.
- Overall trips made for seasonal candy are up as well (more than 19% vs. year-ago, and more than 30% vs. two years ago).
- Sales of non-seasonal candy (which make up the bulk of overall candy sales through the year) are up 19% vs. 2020 and up 24% vs. 2019.
Meanwhile, the National Confectioners Association said consumer enthusiasm for Halloween continues to grow as “chocolate and candy sales have rebounded from 2020 and surpassed 2019 levels.” As a result, it said, “retailers are going strong with their Halloween sets, and the season is shaping up to be a blowout this year.”
The National Confectioners Association, Washington, is a leading trade organization for the U.S. confectionery industry, which generates more than $37 billion in retail sales each year.
Numerator is a data and technology company based in Chicago.
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