Mars goes all out with spooky season Halloween range promotions - Confectionery Production

The US is anticipating strong Halloween confectionery sales, with Mars starting the party early. pic: Adobestock

Posted: 26 October 2024

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

Related topics: celebrations, chocolate, economies, gummies, Halloween, Mars, National Confectioners Association, strategy, trends

Related people: Tim LeBel

Related regions: europe, US, worldwide

Major confectionery group Mars has tapped into the trend for early promotion of Halloween, with the company unveiling a number of terrifying treats for the spooky season, writes Neill Barston.

This month, the company has focused on its ‘Halfoween’ half-way to the core celebrations set to take place on 31 October, with the business confirming that it has produced the most seasonal candy it has ever made at its Topeka, Kansas production facilities that have been dedicated to producing lines for the crucial spooky season.

As Confectionery Production has previously reported, in the US, confectionery sales topped $6.4 billion in 2023, with an increase of 3-5% in the region anticipated, as consumers seek out their favoured supernatural snacks.

For its part, Mars launched its Ghoulish green fun-sized Snickers, as well as meeting a wider market upturn in demand for gummies with Skittles and Life Savers ranges within the category, for which it has hauntingly high hopes.

According to the company, around nine in 10 Halloween celebrators plan to spend the same or more than last year, according to InMarket. Additionally, NRF data shows Halloween spending expectations remain high, with $3.5B expected to be spent specifically on Halloween candy in 2024.

The Mars stand at Sweets & Snacks Expo. Pic: Neill Barston

These insights mirror trends Mars Wrigley has been seeing with its inaugural “Mars Tricks, Treats and Trends” report, which found that 85% of those planning to celebrate Halloween this year either plan to go bigger or retain similar plans compared to last year.

“With trends like Summerween and Augtober, we know consumer excitement for the Halloween season started early this year and we loved to see it! While Mars Wrigley was ready to meet early enthusiasm with shipments beginning in July, we’re officially in full swing at the Halfoween mark,” said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America.

“With more than 100 products in our Halloween lineup including new seasonal treats like M&M’S Milk Chocolate Pumpkin Pie and revamped variety bags that include on-trend fruity and chocolate mixes — there’s something for everyone on shelf from now, until the 31st and beyond.”

While Halloween has continued to be a major celebration around the world, another core reason for the early launch of many lines this year is that economic uncertainty in some global markets has seen consumers seek out a greater range of more affordable treats.

According to research from Euromonitor, sales for confectionery this year could in fact come under significant pressure, given the fact that chocolate prices have risen around 17% in the past year, which has prompted companies to examine producing budget-conscious and sharing ranges, that have traditionally done well in the season.

As for its own performance, Mars began its Halloween campaign as early as May, with research from Morning Consult showing that 68% of consumers reported they are more inclined to make a Mars related purchase because of the company’s earlier Halloween celebrations than previous years.

This number is even higher when specific to M&M’S, in which 72% of consumers reported they are more inclined to making an M&M’S related purchase because of the brand’s earlier Halloween celebrations than previous years.

Moreover, the study showed that Snickers remained the most often heard of candy among consumers (90%). This year Mars has responded in delivering its Ghoulish Green Fun Size Snickers, as well as Halloween Candy Resealable Bucket.

While chocolate is generally preferred among all candy purchasers (88%), gummies are a favourite among younger generations (56% Millennials and 60% Gen Z), according to the “Mars Tricks, Treats and Trends” report.

In addition, Mars has delivered other variety bags including for Twix, Life Savers Gummers and Skittles, as well as sour and fruity Skittles Shriekers – offering a spooky super sour surprise within each bag of candy, adding an extra punch of flavour.