Impulse confectionery catering for nights in will be key to Halloween sales this year, Haribo has told Better Retailing.

Haribo said that while Halloween may be slightly different this year under Covid-19 restrictions, the holiday will remain an important driver of volume sales for confectionery, as it is an occasion for permissible treating.

Claire James, trade marketing manager at Haribo, said its products are designed to offer “variety, volume and value” from top selling brands, offering treats that meet current demands, where wrapped and portion-controlled packs will be driving sales.

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Furthermore, the supplier highlighted that ‘fun’ does not always have to mean themed.

“We know that this is often a relief for convenience retailers looking to minimise the risk of sell-through at Halloween. In this situation season-neutral products are fit for purpose.

“The Haribo and Maoam Duo Pack works well here. It combines top selling Haribo gums and jellies with Maoam – the category’s leading fruity chews – with variety and value all in one bag, in a format that’s safe, hygienic and convenient,” added James.

This doesn’t mean themed sweets don’t have a place. “Shoppers look out for limited-edition lines and when these feature on displays, they act as a sales beacon in store and drive impulse sales.

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“Haribo seasonal staples are the Trick or Treat multipacks, TangfasTricks and Scaremix,” she outlined.

Finally, getting the timing right will also be crucial to sales this year. The supplier stated that this year, it expects to see fewer last-minute gatherings in favour of planned activities.

“So, we recommend supporting planned, impulse and last-minute purchases by stocking up on Halloween at least one month before,” said James.

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