Halloween, a beloved fall holiday, has long been considered a significant day for candy manufacturers like Mars Wrigley. However, in recent years, this holiday has transformed into a three-month-long season for candy makers and retailers alike. With the National Retail Federation predicting a staggering $3.6 billion expenditure on Halloween candy this year, it is evident that consumer demand for Halloween treats continues to rise. Tim LeBel, the President of Sales at Mars Wrigley, sheds light on the meticulous planning and strategy that goes into maximizing Halloween’s potential as a sweet and spooky celebration.
For Mars Wrigley, the journey towards Halloween greatness begins two years in advance. LeBel emphasizes the importance of engaging in extensive discussions with key retailers to identify emerging trends in flavors, packaging, and sustainability. These conversations lay the groundwork for the company’s meticulous planning process. By assessing market demands and consumer preferences, Mars strategizes to bring innovative and exciting candy offerings to the market by the following year.
The Post-Halloween Evaluation
Mars Wrigley doesn’t stop at planning; they also actively evaluate the performance of their candies once Halloween is over. During a three-week period in November, the company conducts post mortems with their retail partners to gain insights into the success and shortcomings of their Halloween candy lineup. By analyzing sales data, they identify which candies sold exceptionally well and which may have missed the mark. This evaluation process enables Mars to refine their product offerings and better align them with consumer desires for subsequent Halloween seasons.
To keep the Halloween spirit alive, Mars continually introduces new and exciting candy options. This year, they are launching Skittles Shriekers, a twist on the classic Skittles with a few sour-flavored surprises hidden among the regular ones. Additionally, Mars recognizes the growing trend of online shopping and has partnered with digital convenience store goPuff to ensure that consumers can easily stock up on their favorite Halloween candies. Through the MarsWrigleyHalloween.com platform, consumers can request a free backup supply of Mars candy delivered to their doorsteps within an hour, ensuring that no one runs out of treats on Halloween night.
While innovation is essential, Mars Wrigley recognizes the enduring appeal of classics like Snickers bars. Snickers ranks as the second best-selling Halloween candy, trailing only Hershey’s Reese’s cups. Furthermore, three of Mars’ variety bags have cracked the top 10 for the most popular assortments. These timeless offerings drive sales throughout the Halloween season, captivating consumers across various consumer occasions.
Retailer Insights and Seasonal Pivots
Mars Wrigley places great value on the insights provided by retailers. By closely collaborating with them, Mars gains deep industry knowledge and can adjust their plans for future Halloween seasons accordingly. LeBel highlights how retailers recognize the value of featuring Mars’ candy portfolio from August to October, capturing consumer attention during back-to-school shopping, spooky movie nights, and the much-anticipated trick-or-treating tradition. With nearly half of Halloween candy sales occurring during the last week of October, it is crucial for candy manufacturers and retailers to be fully prepared to meet the surge in demand.
Mars Wrigley’s approach to Halloween exemplifies the art of mastering this beloved holiday. By investing in meticulous planning, evaluating performances, introducing innovative offerings, and leveraging retailer insights, Mars Wrigley has succeeded in exceeding production targets this Halloween season. As a result, consumers can continue to enjoy the simple pleasures that Halloween brings, even in challenging economic times. With their carefully crafted strategies, Mars Wrigley continues to ensure that Halloween remains a joyous and delicious celebration for everyone.
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