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21 Aug 2018
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Halloween and Bonfire Night ‘should be capitalised on’ by food industry
Research by AHDB said the importance of events was evident, with Halloween and Bonfire Night spend levels set to increase £1.2bn and £1.1bn respectively, behind only Christmas (£2bn) and Easter (£1.3bn).
Lauren Dean
Processors, retailers and foodservice channels have been urged to capitalise on events such as Halloween and Bonfire Night as they look to bring an additional £2 billion to the food and drink industry.
Research by AHDB said the importance of events was evident, with Halloween and Bonfire Night spend levels set to increase £1.2bn and £1.1bn respectively, behind only Christmas (£2bn) and Easter (£1.3bn).
The pork and beef sectors will see the highest surge, followed closely by the potato sector, as revellers fill up on bangers and chilli, alongside chips, wedges and jacket potatoes.
Frankfurters and pork ribs are also a favourite.
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AHDB retail insight manager Kim Malley said the void in the market for high quality, sophisticated products meant further opportunities existed ‘to tap into this growing trend’.
“The importance of events is evident,” she said. “Therefore, processors, retailers and foodservice channels should capitalise on these sales peaks whether that be through meal inspiration, in-store promotions and displays, new innovation or ensuring enough of the right products feature at the right time.
Opportunity
“It is crucial that industry looks ahead to future events as Brits love to party. Even ad-hoc events provide a boost in sales, particularly sporting events and royal weddings.”
According to Kantar Worldplanel, 73 per cent of Halloween grocery sales in 2018 came from households with no children, with the greatest spend uplift coming from under-28s.
Ms Malley added: “There are countless opportunities to be had from seasonal celebrations but it is important to first understand what is in demand.”
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