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Halloween 2005 Sales Summary

December 1, 2005

Halloween 2005 Sales Analysis

NCA estimates that Halloween candy sales grew at an impressive 2.3 percent over 2004 in Food, Drug and Mass outlets measured by IRI. NCA’s estimate include sales of Halloween specific candies plus those products that spike during the Halloween Season such as fun-size and other bags of chocolate candy, novelty candy, licorice, hard candy and chewy candy. NCA estimates that Halloween sales were approximately $2.1 billion in 2005, making it the largest candy season of the year.

For the second consecutive year, the industry saw strong increases in Halloween themed candy sales. Items such as candy corn and themed candies with Witches and Goblins grew an impressive 10.2 percent for this year’s Halloween and overall chocolate candy sales grew 3.2 percent. Drug store sales grew more than six percent while supermarket and mass outlets grew less than one percent. Much of this variance in growth rates can be attributed to the early start to the Halloween selling season by drug store retailers.



Halloween $ 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
+2.3%
+0.8%
+6.7%
+0.6%
Chocolate Candy
+3.2%
+2.1%
+6.8%
+2.0%
Non-Chocolate Candy
+1.0%
-1.8%
+6.5%
-2.1%