Tricks and treats

Halloween confectionery is growing in popularity in the UK and is now worth a spooktacular £26.8million (Nielsen Scantrack Data 4 weeks to 01.11.14), making it a huge opportunity for retailers, says Mondelez International.

During the season, shoppers are looking for little treats to give to their family in the lead up to the day, favourite brands they trust to deliver great products that families love, and attractive deals to help with the family budget.

Retailers should look to get shoppers excited about the season with impactful POS, helping them to remind customers to stock up for trick or treaters and encourage impulse purchases, according to the brand.

Seasonal self-eats are a great way to get customers excited about Halloween and are now worth £1.1million (Nielsen Scantrack Data w/e 02.08.14 to w/e 01.11.14).

Retailers should focus on bestsellers to drive impulse purchases including Cadbury Screme egg, with its goo-lish green fondant centre, and Cadbury Crunchy Spider, featuring Cadbury chocolate filled with green crispy bites.

Top tips for a fangtastic Halloween:
keep a tight range with clear segmentation and signposting on shelf to help boost sales
stock self-eat early (from September)
focus on the best-sellers
spook your customers with a ghoulishly good counter display.