Confectionery was up 8.4% year-on-year in the eight weeks to 31 October 2010, which covered the Halloween period.

Value sales of sugar confectionery were up by 11.4%, outperforming chocolate, which grew by 7.5%. Sales of fun-size chocolate bars, the traditional Halloween format, declined year-on-year as suppliers focused their NPD efforts on seasonal novelty products instead.

In retailer terms, Sainsbury's and Morrisons drove growth, while Asda and Tesco underperformed and lost share. Sainsbury's and Morrisons saw growth through chocolate, but Tesco and Asda grew faster in sugar confectionery although this remains a significantly smaller sector than chocolate.

Focus On Halloween