Numerator, a data and tech company serving the market research space, has launched a Candy Tracker to monitor omnichannel sales trends, promotional activity, and advertising for both seasonal and non-seasonal candy. Overall, the candy category is up vs. both 2020 and 2019 (pre-pandemic).

Leading snacking provider The Hershey Company has experienced comparable lifts among its brand portfolio.

“After a full year of celebrating seasons through the pandemic, people have expanded their ways of celebrating, adding more at-home activities while resuming cherished community and social traditions. For Halloween we have seen a continued increase in many early and mid-season activities like decorating, baking and movie nights and our insights signal more will reengage this year in away-from-home events like parades, parties and trick-or-treating,” said Phil Stanley, Global Chief Sales Officer for The Hershey Company.

Seasonal Candy: The pre-Halloween candy buying period is capturing more consumers than ever this year:

Non-Seasonal Candy: Everyday candy continues to be a regular purchase for the majority of consumers:

Candy Promotions & Advertising: