This Halloween, Hershey took up Halloween assortment to reach out to its beloved consumers. It picked up consumer insights for its biggest Halloween ever.
Martin Moore, senior manager and consumer intelligence, and Alyssa Smith-D’Cruz, senior marketing manager, at Hershey, agree that assortments are king on Halloween. In a report, they said that 60 percent of the total Halloween growth across the candy, mint, and gum category, in the last five years, has come from assortments.
“When choosing candy for trick-or-treating, we know that shoppers want to hand out the top brands and they want variety within those top brands, as well as good value. Hershey already makes the top brands that people want. However, we assessed our assortments, we found that we had some room for improvement.”
Hershey found that their most sought-after candy brands Reese’s, KITKAT, and Hershey’s bars were only in a small number of assortments. “We did a massive assortment innovation and brought those beloved brands forward in more of our variety packs. In addition to designing several new exciting assortment packs featuring HARIBO Gummies, we updated the graphics on the bag to make them pop more than ever.”
The executives said consumers have regained their trust in supply chains so they won’t be restocking up on candy extra early in the season. Insights point to shopping behaviors on pace with pre-pandemic times. “Consumers who make purchases early in the season are doing so as a way of treating themselves, stocking up on candy to bake treats, or selecting the perfect salty snacks for their family movie night.”
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