Nielsen Takes the Mask off Candy Sales

SCHAUMBURG, Ill.--(BUSINESS WIRE)--Halloween is the season of ghosts, goblins, and most of all, candy. According to The Nielsen Company, U.S. consumers are expected to purchase more than $2.1 billion in candy this Halloween season¹. The holiday generates the greatest sales volume of sweets for the entire year, with candy sales expected to jump nearly 63 percent compared to the previous ten week period.

“The quantities are big, but the sizes are small. Our review of the Halloween season shows that the overwhelming majority of consumers choose to give miniature candy to trick-or-treaters.”

“There’s no doubt about it -- when doorbells ring on October 31, consumers respond with candy, and lots of it,” said Todd Hale, senior vice president of Consumer & Shopping Insights, Nielsen Consumer Panel Services. “The quantities are big, but the sizes are small. Our review of the Halloween season shows that the overwhelming majority of consumers choose to give miniature candy to trick-or-treaters.”

Chocolate and non-chocolate miniature candy generated more than a third (39 percent) of its annual dollar sales during the Halloween season last year, in comparison to the total candy category, which saw 22 percent of annual dollar sales in the same period.

Nielsen found that sales jump during Halloween for other spooky and savory items. Eighty-nine percent of annual costume hair coloring sales occur during the ten weeks leading up to and including Halloween, as do 36 percent of sales of both refrigerated and shelved ciders and 28 percent of lollipops.

I Want Candy

While shoppers nationwide are adding candy to their shopping carts, Nielsen’s analysis of 52 major U.S. markets shows that residents of the Salt Lake City/Boise metropolitan area bought 80 percent more candy than would be expected for a market its size, followed by Seattle and Portland (OR).

Last-Minute Shoppers

Regardless of their location, shoppers appear to leave their Halloween candy purchases until almost the last minute. Nielsen’s data shows that October 29 and April 15 (the day before Easter Sunday) were the top two days in terms of dollar sales last year. Halloween - - October 31 - - also ranks in the top ten.

“Halloween is enjoyed by children and adults alike, and it’s earned an entrenched spot in both our culture and our consumer habits,” said Hale. “For retailers and manufacturers, Halloween is a concentrated selling period for seasonal items, and our research shows consumers putting a strong showing at the cash register.”

Additional Key Findings

Ninety-seven percent of households purchase candy at least once during the year.
The average candy-buying household spent $74.68 during the year on candy and purchased candy 19.2 times per year.
Eighty-five percent of all candy buyers purchased candy in grocery stores.
Twenty-four percent of all candy dollar purchases involved a consumer-perceived deal, such as coupons or store deals.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

¹ The ten week period ending November 4, 2006 (Halloween season) showed total candy sales of $2.1 billion in U.S. food, drug and mass merchandiser stores, including Wal-Mart.