SCHAUMBURG, Ill. — Store-brand candy marketers are facing a scary Halloween season, with category share projected to fall from 8.1% to 5.6%, according to the Nielsen Co. The trend will be evident in both chocolate and non-chocolate candy segments.
“Without a doubt consumers continue to turn to store brands in a down economy,” said Todd Hale, senior vice president, consumer and shopper insights at Nielsen, in a statement. “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.”
Approximately $1.9 billion or 598 million pounds of candy is sold during the Halloween season, with the Sunday before the holiday and the actual day, the most popular days for sales.
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