Snickers and Mars candy bars, produced by Mars Inc., sit on display.
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Tim LeBel is Mars Wrigley’s president of sales for 11 months of the year. However, during the month of October, he assumes a different role: chief Halloween officer.
For candy makers like Mars and its competitors such as Hershey, Ferrero, and Mondelez, Halloween has become more than just a one-day event. It has evolved into a three-month season.
According to the National Retail Federation, consumer spending on Halloween candy is expected to reach $3.6 billion this year, up from $3.1 billion last year. Despite economic challenges, people still find joy in celebrating Halloween.
Hershey CEO Michele Buck expressed this sentiment during a quarterly conference call with investors: “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-owned company, does not publicly disclose its financial results. However, it reported approximately $45 billion in annual revenue in 2021. Mars is primarily known for its candy portfolio, which includes popular brands like M&M’s, Snickers, Three Musketeers, and Twix. Additionally, Mars produces ice cream, chewing gum, and pet food.
Given the significance of Halloween for Mars, the company engages in long-term planning. Two years in advance, Tim LeBel collaborates with key retailers to discuss trends related to flavors, packaging, and sustainability. These discussions inform the development and execution of new products, which typically hit the market two years later.
Tim LeBel, Mars Wrigley’s president of sales.
Source: Mars Wrigley
This planning process consists of multiple phases. After Halloween ends, Mars conducts a post-mortem analysis with retailers to evaluate the performance of its candies. They identify areas where they fell short and areas that went off-trend.
This year, Mars has introduced Skittles Shriekers to spice things up. These bags contain classic Skittles along with a few sour-flavored ones that resemble the rest. Mars is also embracing online shopping, partnering with digital convenience store goPuff to ensure everyone has enough candy for Halloween. Consumers in participating locations can visit MarsWrigleyHalloween.com and receive a free backup supply of Mars candy within an hour, while supplies last.
Despite these innovative additions, Mars remains committed to its classic Halloween offerings, with Snickers bars ranking as the second best-selling Halloween candy, just behind Hershey’s Reese’s cups. Mars has had three variety bags in the top 10 list of the most popular assortments.
Retailers’ insights from this Halloween will influence Mars’ plans for the next season, which starts in just nine months. They understand the value of having Mars’ portfolio displayed from August to October, capturing multiple consumer occasions like back-to-school shopping and spooky movie nights.
According to Tim LeBel, 48% of Halloween candy sales occur during the last week of October. Mars and its retail partners must be prepared to meet the high demand from last-minute shoppers. Fortunately, Mars’ meticulous planning has paid off, as the company has exceeded its production targets this Halloween season.
“I actually still have some in our warehouses, ready to ship,” LeBel added.
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