Treats Without Tricks:
Chocolate remains the star
Chocolate continues to be the top choice for Halloween candy buyers. According to surveys, 88% of people say chocolate is their number one candy during this time, followed by peanut butter, peanut, and gummy flavors2.
However, with challenges such as rising chocolate prices and declining global cocoa production, it’s crucial to find solutions that ensure the smooth production of chocolate.
Specialized lipid solutions offer a strong alternative in this context, as they can enhance taste, color, texture, appearance3, functionality, and structure, while also helping reduce unwanted sensations or flavors4, such as waxy characteristics.
Seasonal flavors and colors
A blend of sweet and tart flavors, along with autumn-inspired tastes, is a major trend during the Halloween season. Some brands have embraced flavors like cinnamon, spices, and pumpkin pie, while others have stuck to more traditional options such as grape, green apple, and orange6.
In the bakery category, pistachio has emerged as a leading flavor trend this year. Meanwhile, seasonal blends like spiced apple are among the favorites for this celebration7.
When it comes to product colors, the classic black, orange, violet, green, white, and red continue to dominate8. These colors are used in fillings, toppings, glazes, candies, packaging, and marketing campaigns.
In terms of the message conveyed through color, particularly in the bakery category, autumn-associated shades like brown and orange can also help capture the attention of adult consumers, potentially opening up new audiences and markets9.
It’s crucial for producers to ensure that new flavor developments align with shifts in consumer preferences. This season, buyers are also looking for products that provide a rich taste experience, offer comfort, and even act as a reward10, making indulgence a key factor.
Keeping prices reasonable for consumers
Several factors have led to significant price increases in products like chocolate. Coupled with rising inflation across different countries and concerns about the cost of living, consumers may adjust their choices this season. Shoppers are advised to compare price-per-gram across different package sizes, retailers, and brands to find the best deal on the market.
To remain competitive during this season, producers should focus on innovating with flavors and presentations while maintaining a balance between product quality and price. At the same time, it’s crucial for brands to strengthen their relationships with consumers by clearly communicating the values behind their products, such as the use of sustainable ingredients or responsible practices throughout the supply chain. By doing so, they can resonate with consumers’ values and beliefs while demonstrating a commitment to sustainability and social responsibility. Ultimately, achieving this balance between price, quality, and innovation will be key to retaining consumer loyalty in an increasingly price-sensitive market.
References
2 Ipsos & Mars. (July 23th, 2024). Tricks, Treats & Trends. A snackable summary of consumer insights for Halloween. https://www.mars.com/sites/g/files/dfsbuz106/files/2024-07/Mars%20Tricks%20Treats%20and%20Trends%20-%20100%20Day%20Countdown%20to%20Halloween.pdf
6 Mintel. (September 20th, 2024). Análisis de productos de Halloween.
10 Ridler, G. (September 16th, 2024). No tricks, only treats this Halloween. Food Manufacture. https://www.foodmanufacture.co.uk/Article/2024/09/16/halloween-2024-trends
7 8 9 Riley, D. (August 21st, 2024). Spellbinding bakes: the Halloween trends making consumers cackle this year. BritishBaker. https://bakeryinfo.co.uk/finished-goods-reports/bakery-trends-set-to-create-a-howling-halloween-in-2024/694570.article
4 Shukla, V. K. (2005). Confectionery lipids. Bailey’s industrial oil and fat products, 4, 159-173. https://www.researchgate.net/profile/Vijai-Shukla/publication/227996139_Confectionery_Lipids/links/62a3444fa3fe3e3df86c7c36/Confectionery-Lipids.pdf
1 Spencer-Jolliffe, N. (July 8th, 2024). How to get ready for Halloween 2024. Confectionary News. https://www.confectionerynews.com/Article/2024/07/08/How-confectionery-manufacturers-prepare-for-halloween
3 5 Valenzuela, A. & Sanhueza, J. (2008). Structured lipids and fat substitutes, the future lipids? Revista chilena de nutrición, 35(4), 394-405. https://dx.doi.org/10.4067/S0717-75182008000500001
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