Nielsen: U.S. Consumers Say Boo to Store Brand Candy, Celebrate with Brand Name Candy for Halloween

Consumers Buy Nearly 600 Million Pounds of Candy during the Halloween Season

SCHAUMBURG, Ill.--(BUSINESS WIRE)--U.S. consumers say boo to store brand or private label candy for Halloween, filling trick-or-treaters’ bags with branded candy. According to an analysis by The Nielsen Company:

“Without a doubt, consumers continue to turn to store brands in a down economy”

• Consumers buy less store brand or private label candy for Halloween, with store brand candy losing share during the Halloween season. Store brand candy holds a larger share¹ on an annual basis (8.1 percent) than it does in the weeks leading up to and including Halloween (5.6 percent)². The trend is the same for both chocolate and non-chocolate candy segments.
• Approximately $1.9 billion or 598 million pounds³ of candy is sold during the Halloween season.
• Halloween is the biggest season for chocolate candy, with nearly 90 million pounds⁴ of chocolate candy sold during Halloween week. By comparison, nearly 65 million pounds of chocolate candy is sold during the week leading up to Easter and only 48 million pounds of chocolate candy is sold during Valentine’s week.
• Consumers tend to wait until the last minute to purchase Halloween candy, either procrastinating or hoping for a better deal. The biggest candy buying days of the Halloween season are the Sunday before the holiday and on Halloween day⁵.

“Without a doubt, consumers continue to turn to store brands in a down economy,” said Todd Hale, senior vice president, Consumer & Shopper Insights, The Nielsen Company. “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.”

About The Nielsen Company

The Nielsen Company is a global information and media company with leading marketing positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.

¹ Equivalized share

² Based on sales in U.S. food, drug and mass merchandiser stores, including Walmart for the 52 weeks ending 9/05/09 and the eight weeks ending 11/01/08.

³ Based on sales in U.S. food, drug and mass merchandiser stores, including Walmart, for the eight weeks ending 11/01/08.

⁴ Based on sales in U.S. food, drug and mass merchandiser stores, including Walmart, for the week ending 11/01/08.

⁵ Total U.S., all channels, October 2008