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Nielsen: Store Brand Candy Sales Not So Sweet This Halloween

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October 20, 2009

Store brands seem to be getting the short end of the sales stick this season as most shoppers opt for national brand candy leading up to Halloween, according to a report in Nielsen Wire.

Although during the year, store brands candy hold an 8.1 percent share of candy sales, that position has slipped to 5.6 percent in the weeks leading up to Halloween. The trend, according to Nielsen, is the same for chocolate and non-chocolate candy.

"Without a doubt, consumers continue to turn to store brands in a down economy," said Todd Hale, senior vice president, consumer and shopper insights for The Nielsen Company. "What we see with Halloween candy sales, however, is a sign that consumers may be 'splurging' with brand name products for the holiday or simply taking advantage of brand name promotions and price reductions. Candy manufacturers invest a great deal of marketing dollars to build brand equity in candy and private label candy has not been able to overcome that investment and grab significant share."

American consumers will purchase nearly 600 million pounds of candy this Halloween, the biggest season for chocolate candy with nearly 90 million pounds of chocolate candy sold during Halloween week alone.

By comparison, nearly 65 million pounds of chocolate candy is sold during the week leading up to Easter and only 48 million pounds of chocolate candy is sold during Valentine's week.

The biggest Halloween candy buying days are the Sunday before the holiday and on Halloween day, according to Nielsen.


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