Nielsen: Puerto Rico candy sales rise despite cautious spending
A new analysis by consumer intelligence firm NielsenIQ (NIQ) shows that Puerto Rico’s candy market has remained stable in overall value but experiences a sharp seasonal spike during the Halloween period.
The study, which tracked sales over the past 12 months, found that total sales value held steady with a slight decline of 0.3%, while total product volume fell 1.8%. The results suggest tighter household spending, with consumers becoming more selective in their annual purchases.
Halloween remains the most important event of the year for the candy category, generating a significant sales boost in October. Compared with the weeks leading up to Oct. 31, hard candy showed the strongest growth, up 45% in value, followed by chocolate, which rose 31%.
According to NIQ, portfolio depth, meaning a wider variety of products, was the main driver of growth, accounting for 59% of the category’s expansion.
The report also found that household spending on candy is spread across several retail formats, with supermarkets representing 44% of total spending, followed by mass merchandisers at 22%, price clubs at 20% and drugstores at 6%
The findings underscore the importance of a multichannel strategy to meet Halloween demand, ensuring seasonal assortments are available across key outlets, from weekly supermarket trips to bulk purchases at membership-based stores.
“Puerto Rican consumers are adjusting their spending, but the seasonality of Halloween shows they continue to prioritize traditions,” said Tatiana Irizarry, commercial leader of NielsenIQ Puerto Rico. “The huge growth in chocolates and hard candy in October is proof that success lies in supply management. Retailers that offer the most varied and relevant assortments will be the clear winners in the fourth quarter.”
