Our team conducts comprehensive market research across seven different retail channels around the Chicago-land area, analyzing nearly every SKU in the seasonal aisle. We focus on seasonal food products and packaging formats, exploring their impact on key occasions and consumer behavior.
Here are the notable trends from our Halloween 2024 market research.
1. 10% Increase in Halloween SKUs
From the data we collect year over year, we saw a 10% uptick in the number of Halloween SKUs at major retailers compared to SKUs collected in 2023.
2. New Piece Count Options
Pillow and gusset bags remain the dominant packaging formats, but 2024 saw a noticeable increase in SKU variety, particularly with mix bags featuring lower piece counts. Packs of 25, 30, and 35 pieces were more common than ever across the aisles.
Brands are getting smarter about how they meet consumers where they are, designing pack formats that align with evolving behaviors and seasonal needs. Lower piece count variety bags may offer more versatility across occasions — potentially appealing to consumers who are buying candy for smaller, at-home moments, like filling a dish or offering treats in a low-traffic neighborhood.
3. Cartons See a Surge
As our Director of Design noted in her recent Candy Industry interview, cartons are on the rise—and for good reason. They align with sustainability goals and support faster innovation, since they don’t require custom molds.
It’s no surprise we saw this sustainable packaging design trend reflected in our Halloween research as well.
4. Premium Brands Play in Seasonal Packaging
Brands like Tates, YumEarth, and Unreal all have two things in common; they deliver a premium product, and offer seasonal SKUs. These better-for-you brands are showing up, offering health-conscious consumers an option they can feel good about giving (and receiving!).
5. Snacks Gain Ground in the Seasonal Aisle
According to Circana retail data (MULO+C, 8 weeks ending November 3, 2024) consumers purchased everything from fruit snacks to granola bars to hand out for Halloween. Snacks made up 22% of Halloween-specific SKUs we saw in the aisle, compared to 12% in 2023.
6. Stand Up Pouches (SUPs) as a Major Platform
Our research identified a 833.33% increase in number of SUPs available in the seasonal aisle for Halloween 2024. This significant growth reflects the rising consumer demand for convenient, eco-friendly packaging options that stand out on shelves and enhance product visibility during peak seasonal sales.
Final Thoughts
More brands are realizing the value of seasonal packaging. It’s a great way to create a positive association for the consumer by connecting your brand with a favorite holiday. It enables brands to innovate by tapping into new markets and aisles, and with less risk than an everyday SKU.
Learn how you too can drive trial, build brand love, and get permission to play formats, occasion, and price categories that help drive strategic pipeline planning. Interested in learning more? → Reach out to Werkshop Design Group today.