growing in popularity in the UK, with a third of households now taking part in the occasion, creating a retail opportunity that closely follows Christmas and Easter.It is an occasion that is following the US’ lead by becoming a firm fixture in adults’ calendars – with almost 25% of adults expected to participate in Halloween in 2014.
To further maximise Halloween 2014′s opportunities, Mars is launching ‘Have a Funsize Halloween’ PoS materials in the form of dump bins and free standing display units.
Mars recommends placing PoS materials where there is a high footfall in store to amplify sales and impulse purchases.
In 2013, Mars saw its Funsize range value share increase by 6.4% during the Halloween period.
For this year, Mars is further investing in its strongest Funsize brands, taking advantage of the fact that six of the top 10 chocolate brands are owned by Mars.
Mars is urging retailers to stock up on Funsize packs and place PoS materials around store to increase awareness of the product, which is seeing the strongest volume growth within the market.
Funsize packs include: Mars, Snickers, Twix, Bounty, Milky Way, Milky Way Magic Stars, M&M’s, Maltesers and Skittles.
This year, Mars Chocolate UK has developed two new treats to help retailers tap into the growing Halloween opportunity.
In distinctive Green and Orange M&M’s colour mixes, both sharing pouches and treat bags are designed for Halloween parties and in home sharing, complementing the trick or treat usage occasion.
