Market insights company Vypr revealed that for UK consumers, the favourite brand of Halloween sweets in both 2021 and 2022 was Cadbury’s fun sized, as it emerged on top for a second year in a row. In 2021, 26.14% reported they preferred Cadbury, which became 29.78%. Others just behind was Mars fun sized, as 22.77% reported they liked it, which dropped to 19.53% in 2022, and Haribo came third, from 20.4% in 2021 to 19.92% in 2022.
This was part of a survey done by Vypr to investigate further insights into the Halloween period, in light of the cost-of-living crisis and inflation hitting UK households hard this year. According to the survey, 57% of those surveyed would be celebrating Halloween this year, a figure made higher for households with children: 78% said they’d be celebrating compared with 44% of households without celebrating.
The ways people will celebrating include welcoming trick or treaters (25%), decorating the house (22%) and watching a scary film (22%). Other ways people will be celebrating include going trick or treating (16%), visiting a pumpkin patch (12%), dressing up in a costume (12%), hosting or attending a party (10%) and celebrating at a pub, club or bar (9%).
9% of those surveyed who said they would normally celebrate Halloween won’t be doing this year, as rising costs of living creeps in.
“I won’t be celebrating it this year as it’s an unnecessary expense,” one piece of feedback from the research said.
23% of consumers are generally spending less this year across several different Halloween traditions. Cutting spending on costumes ranked at the top, as 48% said they would be spending less, while 47% said decorations, and 42% said sweets.
This was dependent on the age category surveyed, as well. 42% of 18-24 year olds said costumes, 60% of 25-34 year olds said costumes, 55% of 35-44 year olds said parties, and for the 65+ age category, the greatest cut of cost would be on pumpkins, as 62% reported they’d be spending less on this.
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Caitlin Gittins
Editor, International Confectionery
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