Consumers desire flavors and packaging that evoke the wider Fall season and not just Halloween, says Hershey as the choc giant introduces a string of products to make the most of the period.
Laura Renaud, associate manager of corporate communications at Hershey told ConfectioneryNews: “One of the largest trends we’re seeing is the growing Fall Harvest portion of the Halloween and Thanksgiving season. Consumers desire flavors that really speak to the larger season, which includes Halloween.”
Hershey has introduced products that directly address Fall harvest seasonal flavors, such as Jolly Rancher Caramel Apple Lollipops and a revamped pack for Fall Rolo Caramels.
Hershey expects Halloween share gain
The National Confectioners Association expects US Halloween candy sales this year to grow by a modest 1% to $2.39bn.
“Our preliminary analysis indicates that our Halloween market share in xAOC [eXtended All Outlet Coverage – all channels expect c-stores] is projected to increase for the sixth consecutive year and that we'll build on our 38% share of this important season,” said Renaud.
Hershey said its sell-through was on track and it was optimistic about its prospects for the season.
Jolly Rancher rise in Canada
While Halloween is the largest seasonal period for confectionery in the US, it is ranked third in Canada, behind Christmas and Easter.
“In Canada, we know that the number of treats in a package is one of the top importance factors to shoppers,” said Renaud.
Hershey has therefore introduced new Halloween assortment packs for Jolly Rancher, which it claimed was the fastest growing candy brand In Canada.
The company said 60% of Halloween purchases were made in the two weeks leading up to the 31st.