Driving Growth through Seasonal Events – Halloween

Walk into any UK supermarket and you’ll during October and you will see an abundance of Halloween themed products, from an ever growing array of fresh pumpkins at the store entrance, elaborate windows displays, GM aisles with dressing up offers and themed novelties, even the home category is targeting growth through pumpkin inspired cups, decorative ornaments or bowls. Food takes the centre stage with confectionary, baked goods, frozen snacks and chilled party foods. Branded and retailers own brands competing intensely for the latest seasonal event driving growth opportunities and ultimately profitability.

But why, isn’t it a lot of effort and risk for one day?

The growth in this seasonal event continues to impress with the total retail market estimated to exceed £775m  a massive increase from its 2013 level of about £200m. What’s driving growth? Ultimately it’s the balance between consumer demand and the meticulous detail that retailers put into its execution driving popularity and opportunity for Brand Managers and Own Brand teams

Key Retail Trends for Brand Managers

• Grocery retail remains the dominant channel for consumers shopping the Halloween experience
• Discount retailers are becoming increasingly competitive in this area especially with pumpkins, themed confectionery and frozen entertaining
• The importance of Online is growing backed by the strength of social media

How are consumer habits creating opportunities?

• Price sensitivity is essential in this area, with minimal examples of “trading down to trade up” . A solid good value offer or effective marketing strategy unlocks the opportunity. Think large bags or tins of confectionery for the trick or treat experience, ease to prepare frozen entertainment food that has consistency of cook times and ideal to share
• Increasingly leading brands are adapting their designs or using packaging innovation to align their offer with the Halloween experience

How to win

• Think pumpkin and all things pumpkin inspired
• Ghoulishness is cool
• Think sharing, and ease of preparation
• Cross merchandising is an important opportunity as it’s an experience from how its ranged within the grocery store through to how its enjoyed on the day
• Think value, if its non-food it could be a one-use application , if its food its probably party style not fine dining
• Remember sustainability through reduction in packaging, or recyclable materials

• Iceland Frozen Pizza

• M&S Buddhas Hand

• Aldi Frankenstein Macaroon Kit

• Morrisons Haunted Gingerbread House

• Tesco Creeptastic Crackers

If you’re a retailer looking to breathe new life into your grocery aisles, or a Brand Manager wanting to stand out in a crowded field, you don’t have to do it alone. Prof. Consulting Group’s team of experts has helped the best in the business turn produce into profit.

Curious how we can help? Let’s chat. Contact Prof. Consulting Group and take your seasonal strategy to the next level.