Rosalind Evans
Halloween, characterized by carved pumpkins and eerie costumes, is candy’s grandest showcase. It’s no surprise that Mars Wrigley, the conglomerate behind beloved candies such as Snickers, treats this occasion with utmost seriousness. Tim LeBel, who typically serves as Mars Wrigley’s president of sales, adopts a whimsical title every October: chief Halloween officer. With Halloween candy sales consistently rising and candy makers vying for the top spot, here’s a look at how Mars prepares.
For many years now, Halloween has been the pinnacle for candy producers. The longevity of its significance is evident in how brands like Mars, Hershey, Ferrero, and Mondelez have extended the Halloween season to three months. Retailers have observed this trend and adjusted their stocking strategies to match. The National Retail Federation has forecasted a whopping $3.6 billion spent on Halloween candy this year, marking an increase from the previous year’s $3.1 billion. Even amidst economic challenges, Hershey’s CEO, Michele Buck, mentioned during a quarterly conference, “We know that during difficult economic times, consumers are particularly interested in enjoying kind of the simple things in life … like Halloween.”
Mars, a family-run empire known for its assortment of candies, which ranges from M&M’s to Twix, alongside products like ice cream and pet food, places a high premium on Halloween preparation. Their strategy began a staggering two years prior. “A lot of those things take two years to develop and execute to bring to market,” remarked LeBel in a chat with CNBC. Following Halloween, Mars engages in a comprehensive review with retailers to identify any gaps or trends.
2023 seems promising for Mars, with innovations like Skittles Shriekers. Capitalizing on the online shopping wave, Mars has partnered with Gopuff, a digital convenience store, ensuring a prompt candy supply for those who run short. And while new additions are always on the cards, classics like the Snickers bars retain their charm, securing their spot as the second most purchased Halloween candy.
The importance of retailer insights can’t be overstated. As LeBel pointed out, displaying their candy portfolio from August to October aligns perfectly with multiple consumer occasions – from back-to-school shopping to the Halloween trick-or-treat ritual. Yet, the rush is most intense in the final week leading up to Halloween, with almost half of the candy sales taking place.
Mars’ meticulous planning has borne fruit. This season, they have surpassed their production goals. LeBel confidently shared, “I still have some in our warehouses, ready to ship.”
As the fall leaves drop and chilly winds blow, candy giants like Mars are already several steps ahead, ensuring that the world’s sweet tooth is catered for during Halloween. With an intricate blend of tradition and innovation, Mars continues to leave an indelible mark on this spooktacular holiday.
