Confectionery companies anticipating a scarily successful Halloween - Confectionery Production

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Posted: 30 October 2024

Related core topics: Business news, Cocoa & chocolate, Food safety, New products

Related topics: celebrations, favourites, Halloween, marketing, new product development, promotions, retail, US

With all the hype that has surrounded it over the past few months, Halloween is finally upon us, with the US continuing to lead celebrations for what is now firmly fixed as one of the most significant moments in confectionery calendar.

As previously noted, manufacturers have become increasingly savvy to the potential for this multi-billion occasion that shows no signs of enthusiasm waning any time soon, as the product innovation keeps on coming – especially from America, though it’s not merely limited to there.

The UK has been pretty swift to adopt many aspects of US culture, and it has for the most part wholeheartedly embraced the tradition’s ever-greater prominence, though for some at least (myself included) the party has probably started that bit too early this year. However, there have been some key reasons for this, and one of those was recently highlighted by the Euromonitor research group in noting the fact that the financial squeeze felt by many UK households and elsewhere around the world has placed a necessary focus on budget ranges and smaller sharing portions of product ranges to cater for all possible price points.

What’s impressed me particularly this year? Well quite a fair few things actually, and while there’s not been anything too obvious that has been an out-and-out Halloween revolution, there have been some notable entries in the new product stakes, though for all the talk of early promotions, there appears to be something of a reliance on classic favourites.

Perhaps among the most intriguing have been the Mars releasing its ‘spooktacular’ Ghoulish green mini Snickers over the US, Ole & Steen’s ‘Eyes see you’ muffins here in the UK, as well as Hames Chocolates spooky skeleton truffles that are enough to get any seasonal party well and truly started.

While some people have claimed to prefer Halloween over Christmas (it’s certainly become a significant social and retail focal point), from a British perspective at least, there’s nothing quite as out-and-out magical as Santa Claus and co to lend some winter cheer in December, which in turn will bring a whole raft of new products in its own right, and ensure a very busy time for businesses and families around the world. Watch this space for plenty of coverage heading your way.

Neill Barston, editor, Confectionery Production magazine