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Halloween 2008

November 15, 2008

Halloween 2008 Sales

According to IRI, overall Halloween candy dollar sales grew slightly at a 0.3% rate in 2008.  The strongest increase was turned in by Drug Stores with a 3.2% increase.  Mass merchants managed a 1.6% increase in Halloween sales while Supermarkets saw sales decline by 1.8%.  NCA estimates Halloween sales using a formula combined of themed product sales and large bags of fun size and snack size products.

Reversing a trend seen in the last three years, the sale of Halloween themed candies declined in 2008 by 6.8%.  While themed candies declined in sales, the bulk of Halloween candy sales are still derived from snack pack and fun sized bags of candy.

Sales of Non-chocolate candy sales led the way with a 2.8% sales increase while chocolate sales declined 1.8% during the Halloween sales period.  This may very well be a reflection of the economy and consumer resistance to the price increases the industry has witnessed over the past twelve months.  Retailers were able to offer more favorable retail prices on non-chocolate selections for the holiday.

Halloween 2008 Sales Analysis
$ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)

Distribution Channel

FD&M

Food

Drug

Mass

Candy Category

% Change

% Change

% Change

% Change

Total Candy

+0.3%

-1.8%

+3.2%

+1.6%

Chocolate Candy

-1.8%

-2.4%

-0.2%

-1.4%

Non-Chocolate Candy

+2.8%

-0.7%

+6.3%

+5.8%