PVM: 46% of retailers increasing Halloween ranges this year


Perfetti Van Melle, one of the world’s largest manufacturers and distributors of confectionery and chewing gum, has commissioned new research that shows retailers are increasing range sizes, space allocated and store focus for Halloween this year.

The research, conducted by KAM Media, interviewed 200 retailers and 300 consumers, ahead of what will be the last Halloween not affected by incoming HFSS regulations.

Following a quiet event in 2020, trick or treating is back on the agenda for many families: 58 per cent of shoppers with children under 12 are looking to take part and 61 per cent will buy treats to ensure they are ready for the potential pint-sized guests. This represents a strong sales opportunity for the 90 per cent of retailers planning to actively engage with Halloween in their stores.

As much as 54 per cent of retailers are more concerned about cleanliness and hygiene ahead of choosing which food and drink to stock for Halloween and two thirds (67 per cent) of shoppers also reported an increase in concern from a sanitation perspective. This goes together with independent field research from the confectioner which showed over 80 per cent of independent retailers said they had removed unwrapped confectionery following the pandemic.

Over half of retailers (52 per cent) are to begin preparing for Halloween in-store a mere two to four weeks before the occasion. However, with almost one third (30 per cent) of shoppers planning to shop for themed lines up to eight weeks prior, PVM recommends stock and POS is ordered as early as possible.

When it comes to preferred ranges, store owners are looking to stock up more on wrapped sweets, larger bags, new formats, and healthier sweets. Seasonal themed options and all-year-round lines are highlighted as being equally important when it comes to must-stock lists.

“Ahead of the HFSS regulations kicking in from April next year, we were really interested to see what retailer and consumer appetites were around Halloween, whether they were looking to make the event bigger and bolder this year,” daid Jas Ghag, Senior Category & Insights Executive at Perfetti Van Melle.

“Judging by the responses, PVM are in a real sweet spot to respond to both shopper demand and retailer needs – we have for some time included individually wrapped sweets, sharing bags and seasonal offerings as part of our range, and of course, we remain the UK’s number one Better for You manufacturer. In the next few weeks, we will be announcing our NEW Halloween line up for 2021, with tried and tested favourites as well as on-trend additions that are sure to be a hit. Watch this space!”