25% of all global chocolate launches in 2011 were for products with a ‘seasonal’ positioning eg Halloween. The research by Mintel showed that while global new product chocolate launches declined by 7% between 2010 and 2011, products with seasonal claims increased 6% over the same period.

Last year the seasonal chocolate market represented a $4.9 billion (€3.7bn) market in the US, up 6.4% on 2010; in the UK, the market is equally robust with 2010 sales at more than £500 million (€603m).

Today, the US accounts for the largest percentage of all seasonal launches at 18%, while the UK is the second most active region accounting for 12% of all launches, meanwhile Germany accounts for ten per cent. Canada has seen the biggest increase in seasonal activity, increasing 89% between 2010 and 2011. Other impressive performers between 2010 and 2011 are the UK, where activity has increased by 53% and France where there has been a 41% increase in NPD activity.

However, the number of seasonal launches aimed at children aged between five and 12 has declined in a number of regions over the past year. In 2011, child focused launches were down 62% in the US; a pattern which is also seen in Brazil (-62%) a nation which is also struggling with controlling obesity levels. In the US, the decline in launches is likely to be tied to a shift in gifting habits. As many as 21% of parents report that they have switched to giving their children healthier treats for holidays. Meanwhile, in the UK the number of seasonal launches for children has remained static.