Nielsen finds consumers favor brand candy during Halloween

SCHAUMBURG, Ill. U.S. consumers say boo to store-brand candy for Halloween, filling trick-or-treaters’ bags with branded candy, according to an analysis by Nielsen.

Halloween is the biggest season for chocolate candy, with nearly 90 million pounds of chocolate candy sold during Halloween week. 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, Nielsen found.

“Without a doubt, consumers continue to turn to store brands in a down economy,” said Todd Hale, SVP consumer and shopper tnsights at The Nielsen Co. “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.”