According to a new report, Halloween and Bonfire Night are set to ignite a spike in pork and beef sales that will leave us a-ghost – with revellers getting their fangs into bangers and chilli.
These two celebrations are reported to be the third and fourth highest seasonal uplifts in grocery – with spend levels increasing by a batty £1.2 billion and £1.1 billion respectively compared to an average two weeks of the year.
Only Christmas and Easter have higher sales uplifts.
Potato and dairy sectors also see a boost in sales from these events, with chips, wedges and jacket potatoes appearing prominently on the menu, alongside warming hot drinks.
These latest findings feature in a new report – Importance of Seasonal Celebrations and Events – by the AHDB, which explores how these lucrative times of the year can provide opportunities for processors, retailers and foodservice channels. The report covers not only Halloween and Bonfire Night but also Valentine’s Day, Mother’s Day, Father’s Day, Easter and Christmas.
AHDB retail insight manager Kim Malley said: “There are a number of events throughout the year which result in strong uplifts in food and drink sales, high levels of advertising spend and an influx of new product launches.
“We have seen that consumers love any excuse for a party! There are countless opportunities to be had from seasonal celebrations but it’s important to first understand what is in demand.”
In just one week, celebrations will begin for Halloween, followed soon after by Bonfire Night – both bringing a boost for primary and processed red meat. Roasting joints, mince and stewing products will have consumers under their spell – with hearty, sharing meals featuring heavily at both occasions.
Sausages and ambient frankfurters are a popular choice on Bonfire Night and pork ribs are a favourite at Halloween. Pizza also spikes at this time of year due to its sharing nature.
Despite traditionally being seen as events for kids, the number of adult parties at this time of year is rising. According to Kantar, 73 per cent of Halloween grocery sales in 2018 came from households with no children, with the greatest spend uplift coming from under-28s.
However, a void in the market for high quality, sophisticated products means further opportunities exist to tap into this growing trend.
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