Focus On - Autumn Winter Confectionery

49 HALLOWEEN CONFECTIONERY 1. Circana | Total Confectionery | 4 week time periods 2024 2. Kantar | Total Sweets | Rolling 4 week Penetration | w/e 29th Dec 24 3. Circana | Total Sweets by Channel | Halloween | 4 w/e 06Nov21, 05Nov22, 04Nov23 4. Respondents = 1,001 | TikTok (October 2024) 4 +3.3% Halloween Sugar Surge Sugar Share of Total Confectionery Seasonal Shoppers Sweets Shopper Penetration Halloween is a crucial period for the sugar category, fuelling sales as shoppers stock up on treats for gifting, parties, and trick-or-treating. Halloween and Christmas attract new shoppers buying for others, with trick-or-treating, visiting family, and gifting driving seasonal requirements. 18% All Year Round Halloween 2024 19% 20% 21% 22% 23% 24% 25% 47.0 28 Jan 24 25 Feb 24 Penetration % Average AYR Penetration 24 Mar 24 21 Apr 24 19 May 24 16 Jun 24 14 Jul 24 11 Aug 24 8 Sep 24 6 Oct 24 3 Nov 24 1 Dec 24 29 Dec 24 49.0 51.0 53.0 55.0 57.0 59.0 61.0 63.0 Many shoppers start to buy share bags and Halloween themed sweets as early as 8 weeks before the event.3 Seasonal events drive more shoppers to the sugar confectionery category, especially at Halloween.2 The uplift drove £28.1m in Halloween sales - an 8.2% increase year on year.1 This jumped to 23.9% at Halloween 2024, showing just how crucial the occasion is for the category.1 Sugar confectionery holds a 20.6% share of total confectionery sales.1 20.6% at Halloween