Confectionery sales ‘drop’ after HFSS though Halloween pushed sales

Confectionery sales saw an overall drop in October following the roll out of HFSS restrictions from key store locations like store entrances, gondola ends and checkouts. 

According to retail technology solution Reapp, one major confectionery supplier saw its October sales volume drop by 1,191,503 units (3.98 per cent) from 2021 to 2022 as HFSS restrictions came into effect from Oct 1. 

Despite the overall drop in confectionery sales in October, the data also reveals that individually wrapped confectionery was the winner of Halloween treats this year – compared to the same period in 2021. 

This comes despite a 52.11 per cent year on year increase in sales around Halloween with the top three highest sales volume regions – London, North West and Scotland – staying the same since last year. 

Halloween 2022 saw many drops in sales volume across top regions, with London dropping from ranking top in 2021 to third in 2022 (the highest sales volume drop of all regions, with a 12.38 per cent drop in sales volume). 

Scotland saw the highest rise in sales volume, with a 14.35 per cent increase in sales volume, followed by Northern Ireland, with a 13.88 per cent rise in sales volume YoY. 

James Lamplugh, group sales and marketing director at Reapp said that the data shows HFSS restriction is obviously doing what the legislation intended, it will be of “concern to brands and retailers who will look to maximise shelf space, and more importantly availability on shelves to counter the limitations made with this new legislation.” 

Meanwhile, supermarket Tesco has been under fire for breaking its pledge to not offer multibuy deals featuring HFSS products by including pizza and frozen desserts in a ‘5 for 4’ promotional Clubcard campaign. 

Recent reports claim that the supermarket recently launched a ‘frozen essentials’ for Clubcard users, which includes a range of products that are high in fat, salt and sugar including items like FMCG giants like Chicago Town pizzas, Ben & Jerry’s, and Magnum ice creams.