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Holiday novelties to lead sales
Seasonal candy generates 40% to 45% of total category sales, according to data from the National Confectioners Association. Christmas candy sales are expected to track last year’s sales, but with Easter falling early this year, NCA recommends that retailers set Easter candy as Valentine’s Day products are taken down.
Products with play value remain popular with consumers, but manufacturers say those with a “try me” feature have the strongest sell-through.
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Private-label products lead sales
Drug stores saw a modest increase in air freshener sales last year, according to Mintel research — a lift likely due to sales of private- label products.
Sales were down elsewhere in the market in a category that has suffered from a shrinking economy and competition from scented candles and scented cleaning products.
Sprays and aerosols are most popular with consumers and have the most consistent use, followed by candles for burning, candles for decoration and plug-ins.