The Fastest, Most Complete View into a Spooky Halloween Season

2020 Canadian
Halloween Candy Tracker

According to a recent Numerator study, 68% of consumers expect to celebrate Halloween differently this year—with 52% indicating they expect to spend less on candy. This presents new challenges for brands marketing Halloween treats to consumers in 2020.

In order to help retailers and manufacturers keep a pulse on the competitive landscape throughout the Halloween season, Numerator is launching a 2020 Canadian Halloween Candy Tracker. The interactive dashboards below will provide real-time insight into weekly omnichannel promotions data across the candy category, as brands adjust their strategies throughout the season in response to shifting consumer behaviour.

Halloween Candy Promotions

  • Nestle and Hershey’s continue to lead brand share of candy promotions, accounting for 12.5% and 8.5% of promotions respectively.
  • Pharmacy leads in channel share in Week 43, making up 55.4% of candy promotions—an increase in share from the same week in 2019 (50.5%), but a decline in share from Week 42 (56.8%).

You can navigate between topics by clicking on the header (e.g. Brands) and toggle between weeks within that topic by clicking on the week number.

What Consumers Are Saying

  • Only 27% of households plan to participate in trick-or-treating activities this year. 45% said they would not participate, and another 29% indicated they were unsure.
  • The number of households planning to purchase Halloween candy & snacks to distribute to trick-or-treaters or at their children's school are down this year (55%) versus last (63%).
  • At the same time, 60% of households indicate they plan to purchase candy for personal consumption, up from 54% in 2019.

For more on how consumers are thinking about Halloween, read the full report>>

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