Why is Halloween a great seasonal opportunity?

Halloween is back with a vengeance, and it's not just the ghosts and ghouls that are making a comeback. According to the National Retail Federation's annual survey conducted by Prosper Insights & Analytics, Halloween spending is set to reach a record-breaking $12.2 billion. This resurgence in Halloween enthusiasm has left an indelible mark on the Fast-Moving Consumer Goods (FMCG) industry, which is seizing the opportunity to participate in the festivities and capitalise on this thriving holiday. In this article, we explore how the FMCG industry is leveraging the Halloween resurgence, and we dive into the top ways consumers are planning to celebrate this spine-tingling holiday.

Credit: National Retail Federation

In a delightful return to pre-pandemic norms, Halloween is witnessing a surge in participation, with more people celebrating than ever before. The top ways consumers are planning to embrace the spooky spirit include handing out candy to trick-or-treaters (68%), decorating their homes or yards in eerie fashion (53%), and dressing up in creative costumes (50%). Additionally, as people feel more confident in gathering once again, more consumers are planning to host or attend Halloween parties (32%) and take their children trick-or-treating (28%).

One of the most iconic elements of Halloween is, undoubtedly, the candy. It's not surprising, then, that candy spending is expected to reach a staggering $3.6 billion, up from $3.1 billion last year. The FMCG industry, with its extensive range of confectionery products, is well-positioned to take advantage of this sweet surge in demand. From classic favorites to special Halloween-themed treats, candy companies are rolling out a delicious array of options to satiate the cravings of trick-or-treaters and sweet-toothed revelers.

Credit: National Retail Federation

The FMCG industry knows that Halloween is about more than just the taste – it's also about the visuals. Creative packaging adorned with witches, pumpkins, and ghosts adds an extra layer of delight to these delectable delights. Spooky-themed promotions, such as bundle deals and limited-time discounts, also captivate consumers and encourage them to stock up on Halloween-themed FMCG products.

In addition to the traditional fare, the FMCG industry goes above and beyond by providing consumers with recipe ideas and suggestions for snacks and drinks. This imaginative approach encourages consumers to experiment with products and create unique, Halloween culinary experiences.

Case Study - Love Corn:

An example of a brand that went above and beyond with their innovation and packaging this year is, LOVE CORN which is a delicious crunchy corn snack that comes in a variety of great flavors, has a perfect crunch, and is made from simple ingredients. This year they took their innovation to a whole new level, opting to break away from the predictable candy corn trend that usually dominates the Halloween season. Instead, they gave consumers a crunchy twist from their traditional candy corn. By offering their crunchy corn snacks as an alternative to traditional Halloween candies, Love Corn provided a healthier snacking option without sacrificing the fun and excitement of the holiday. Their snacks are made from simple, wholesome ingredients, making them an excellent choice for consumers looking to enjoy the Halloween season without indulging in excessive sugar.

Credit: Love Corn

Halloween is back, and it's bigger and spookier than ever. The FMCG industry is taking full advantage of this resurgence in Halloween celebrations. As spending skyrockets and consumers embrace all things eerie and delightful, the FMCG sector continues to innovate with creative packaging, promotions, and culinary suggestions. Halloween spending is breaking records, and the FMCG industry is undoubtedly an essential part of the magic.

–Mirfat Khamis, Digital Marketing Specialist, Imagine