Confectionery is a seasonal powerhouse with 61 percent of candy sales happening during the four seasonal periods of Valentine’s Day, Easter, Halloween and the End-of-Year Holidays. Shoppers see seasonal confectionery as an integral part of holiday celebrations. Across holidays, more than nine in 10 Americans feel it’s okay to treat with seasonal confectionery to celebrate holidays and special occasions. And celebrating they do.
Consumers enjoy purchasing seasonal chocolate and candy to share with others. Particularly the Big Four seasons enjoy high shares celebrating the occasion with confectionery sharing and gifting. Halloween has the highest engagement, at 71 percent of the population celebrating most years.
|Share or gift confectionery||Most years||Some years||No||N/A (don’t celebrate)|
|Summer Holidays (Memorial Day,
July 4th, Labor Day)
|The Super Bowl||20%||25%||40%||15%|
Roughly three-quarters of shoppers tend to purchase seasonal confectionery in the same store as where they spend the majority of their grocery budget. But the share of market for alternative channels, including drug, dollar and e-commerce grows from 1.4 percent as primary grocery destinations to 14 percent as the prime destination for seasonal candy. Having a basic assortment of seasonal confectionery is a competitive must, and an expanded, targeted assortment an important driver of competitive advantages and capturing the almighty seasonal dollar.
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