Halloween boosts food and drink sales: Mintel

By Michael Stones

- Last updated on GMT

Halloween is proving ghoulishy good for food and drink sales, said Mintel
Halloween is proving ghoulishy good for food and drink sales, said Mintel
Halloween is proving devilishly good for UK food and drink sales, according to new research from Mintel.

Sales of Halloween related goods – many including food and drink products – are expected to top £240M this year, up from £230M last year.

Formerly a north American tradition, the UK food and drink sector is now targeting the spooky season as a key time for new launches. The number of food and drink products launched with a mention of Halloween rocketed by 263% between 2009 and 2013, said Mintel.

Global launches of food and drink products with a Halloween theme grew by 194% in the five years to 2013.

‘Established on the retail calandar’

Mintel’s senior European retail analyst John Mercer confirmed UK consumers’ increased interest in Halloween products but warned this was tempered by cost cutting. “Halloween is firmly established on the retail calendar and continues to grow in importance, but it is an event marked by frugal shopping from consumers,”​ said Mercer.

“Average spend is low and confectionery is by far the most popular category to spend on. To grow the market, there is value in focusing on the demographics already clued up to the event – young adults and families – and nudging up their spending by encouraging small-ticket confectionery shoppers to trade up to non-food items.”

Alternatively, retailers could try to attract more consumers, such as older shoppers (including grandparents) and consumers without children, who are currently less likely to be spending, said Mercer.

Spooky purchasers

Last year nearly half (43%) of Brits bought products or services connected with Halloween, with younger shoppers the most enthusiastic spooky purchasers. Among young consumers, nearly two-thirds of 16-24s and more than half (55%) of those aged 25-34 made Halloween purchases.

More than a quarter (28%) of Brits bought trick-or-treat confectionery last year, while one in seven (14%) bought fancy dress. Also 9% bought special food or drink to have at home and 8% went out to a party or event.

Mintel’s research manager Chris Brockman said the timing of Halloween had helped the event become more popular. “Situated between the end of summer and the run-up to Christmas, Halloween offers consumers a reason to celebrate during a relative lull in the calendar year,”​ said Brockman.

“It appears that Halloween has evolved from being a largely child-focused holiday with a focus on trick-or-treating. Adults have now adopted it as a fully-fledged excuse to throw parties and dress up in ghoulish outfits.”

But it is suburban rather than rural areas where Halloween is becoming most popular. Nearly a third  (29%) of suburban consumers bought trick or treat confectionery for Halloween last year compared with one quarter in village or rural areas.

This year Halloween falls on Friday October 31.

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1 comment

Similar research

Posted by Kate,

Working closely with Essex-based retailer, allfancydress.com we have seen similar results through a survey we conducted. Supporting Mintel's research our survey of 2000 UK residents aged 18 and over we discovered one in five of 18-34 year olds plan to spend between £26 and £100 compared to only one in ten of 35-54 year olds. However, we have found that Halloween sales in the UK have increased by a staggering 261% since 2005, growing from £90m to £325m last year. The average spend per head also increased by 262.67% during the same period. We have summarised our conclusions in an infographic where you can find more information about our research: http://www.allfancydress.com/blog/post/the-business-of-halloween-infographic.aspx

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