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Candy Insights

The Numerator Candy Tracker provides weekly insight into consumer buying behavior in the candy category throughout the holiday season, as well as monthly insights into candy-related advertising & promotional activity. Insights for purchase and promotions activities are broken out by seasonal vs. non-seasonal candy, to give an in-depth look at both holiday-related and everyday candy trends.

2021 Candy Sales & Shopping

The Halloween candy craze captured more consumers than ever. Seasonal candy sales are up 34% to-date in the second half of 2021 versus last year, and up 41.3% versus two years ago. This growth has primarily been driven by an increased household penetration in the category (+5.2 percentage points versus YA & 2YA), though household buying rates are also up slightly compared to years past. 

Everyday candy continues to satisfy sweet tooths everywhere. Sales of non-seasonal candy – which make up the bulk of overall candy sales throughout the year– also remain elevated versus 2020 and 2019 (+21.5% and +27.6%) driven by higher buy rates per household and a small increase in overall household penetration. Last year, non-seasonal candy saw a pronounced boost the week of Halloween, as consumers supplemented their traditional Halloween candy purchases with some of their everyday favorites.


2021 Candy Promotional Trends

Seasonal candy promotions are feeling a sugar rush in 2021. Total promoted products within the seasonal candy category are up 19% July through October versus 2020 and 24% versus 2019. These increases were seen most significantly early in the season, with promoted products up over 200% in July versus year-ago. Promotions for everyday candy are up as well, even more significantly than seasonal candy (+40% vs. YA & +30% vs. 2YA). 


2021 Candy Advertising Trends

Advertising is looking a little less sweet this year, with overall ad spend & occurrences down in the candy category. While candy related ad occurrences are moderately down (-21% vs. YA and -12% vs. 2YA), candy ad spend is down even more significantly (-32% & -40%).

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Looking for custom holiday insights for your brand or category?

Reach out to our team to learn more about how your business is performing this holiday season. Who are your buyers, where are they shopping, and how are your competitors advertising & promoting their products? Numerator is here to bring you the fastest, most comprehensive insights to satisfy your sweet tooth this holiday season. 

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