Cadbury emerges as UK’s favourite Halloween treat, despite cost of living crisis biting
Consumers have named Cadbury as the UK’s most popular brand for Halloween treats, according to analysis from intelligence platform Vypr, which also noted a planned cut in retail spending amid the cost of living crisis, reports Neill Barston.
The British-based research group revealed that a total of 42% of people in the region are expecting to cut back on sweets, 48% reducing spend on costumers, and 49% reducing money allocated for seasonal decorations.
It comes amid notably pressured retail inflation for the UK, which has hit more than 10% during the past month, leading to many families cutting back on celebration plans, as household budgets remain challenged – with Vypr recording an overall downturn in consumer confidence.
As part of its research, posed to the 65,000 Vypr community, consumers were also asked to pick their favourite Halloween treat, which the company rated against last year’s choices.
Cadbury’s fun-sized chocolates came out on top, with Mars in second place, followed by non-chocolate brands Haribo in third place, and Swizzels mix in fourth. Supermarket own-brand sweets came in fifth and final place. Notably, it found that only 9% of consumers would swap their branded treat with a supermarket’s brand.
Meanwhile, half of consumers are cutting back on Halloween costumes and decorations. A third also stated that they would cut back on trick or treating this Halloween due to cost factors, with the purchase of pumpkins being cut by 36% overall.
The company’s results produced mixed findings. Among the 18-24 year-old age bracket, 41% of 18-24 said they would cut back on costumes, with the next highest cut being 24% on decorations for this age group.
Meanwhile, 60% of 25-34 year-olds said they’d also cut back on costumes, with the next highest cut being pumpkins, with 55% of 35-44-year-olds said they’d be cutting back on parties this year with reduced spending on costumes, sweets and decorations
In the 45-54-year-old age group, decorations were the biggest category facing a cut in spending, with 55% cuts on costumes and 50% on sweets, and for those aged 65 plus, people said they would be reducing pumpkin spends by over 60% and 50% less on parties and decorations as a result of market conditions.