Shoppers are enjoying more deals on sweet treats this Halloween, though average savings are lower than last year.

Cadbury, Nestle, and Mars have all increased the number of featured space promotions in stores compared with last year, with total supermarket confectionery offers up by 1.4%, latest data shows [Promo Dynamic Brands 4 w/e 21 October 2018].

“Cadbury, Mars and Nestle have favoured multipacks, funsize and sharing bags/cartons for their promotional activity, hoping to take advantage in the build-up to Halloween purchases,” says Assosia director Kay Staniland.

“Whilst retaining a heavy presence in the prime promotional ‘power aisle’, both Cadbury and Nestle have also secured another prime location at the till aisles, helping maximise their presence in store.”

Whilst not in the overall top 10, Swizzels Matlow has also increased its promotional activity this year for Halloween with its bag and tub mixes. “Offers increased from 64 last year to 72 this year, making it the fifth-highest promoter in the confectionery category overall,” Staniland says.

“Eighty-three per cent of Swizzels’ promotional activity is located in the foyer – arguably the best location for impulse brands – especially during half term, with parents more likely to be taking the kids shopping during this time.”

While there are more details on shelf, however, shoppers aren’t saving as much on confectionery promotions as they were last Halloween. “Average percentage savings on confectionery are down by 3.4 percentage points, although Cadbury has increased both the number of promotions and also the percentage saving – up 1.6% percentage points year on year,” says Staniland.

Single price point promotions continue to dominate, with Nestle reducing its use of multibuys slightly compared with last year, and Mars using no multibuys. However, Cadbury has increased its multibuy offers this year, with just over 19% of its promotions using x for y, Staniland adds.

4 weeks to 21/10/2018
RankingRank last monthBrandNumber of promotionsIncrease / Decrease on previous monthIncrease / Decrease on previous yearAverage % savingAverage savings % change m-o-mAverage savings % change y-o-y
55Birds Eye1840.00%2.22%28.5%0.3%-5.8%
1010Mr Kipling108-1.82%-6.90%35.1%-0.3%1.6%
Total o/l1390-0.79%-19.09%24.1%0.0%-3.2%
Total brands9508-2.80%0.97%29.7%0.2%-2.1%

Published in The Grocer, 26 October 2018

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