Marketing
The Influence of Pumpkin
As Halloween approaches, grocery stores are leveraging the popularity of pumpkin-flavored products to boost sales, according to a recent report from data analytics firm Grocery Doppio. The report reveals that 61% of shoppers intend to maintain or increase their spending this fall, with 23% planning to spend more on candy.
Among 113 grocery executives surveyed, 8.4% anticipate a rise in sales of pumpkin-flavored products. The report emphasizes that although these items represent a small fraction of the overall inventory, they significantly enhance sales, particularly as impulse purchases. “Retailers can capitalize on this trend by strategically positioning pumpkin-flavored products to attract attention and increase basket sizes during the bustling fall season,” the report states.
Courtesy of Envato
Interestingly, 57% of the 1,266 shoppers surveyed indicated that inflation concerns have not altered their spending habits. Additionally, 79% of grocers reported that customers are actively seeking deals and promotions, while 66% plan to ramp up promotional efforts in Q4.
The demand for pumpkin-flavored products has seen a steady rise in recent years, effectively “carving out a strong market presence and consistently driving sales during the fall,” the report noted. “As consumers maintain their enthusiasm for pumpkin flavors, retailers can expect ongoing growth opportunities in this market.” These products often serve as impulse buys, further contributing to increased sales.
Courtesy of Envato
Most shoppers indulge in pumpkin-flavored items during the fall due to tradition or seasonal celebrations. Eighty-six percent cite tradition as their primary reason, while 71% mention limited availability, 64% appreciate the unique flavors, and 53% are eager to try something new.
The report highlights that “for grocery retailers, the seasonal appeal of fall products offers a significant opportunity.” Customers are drawn to pumpkin-flavored and other autumn-themed items because they associate these flavors with tradition, value their limited-time availability, and enjoy their distinctive tastes. Many shoppers are also open to experimenting with new products, adding to the seasonal excitement.
Retailers can harness this enthusiasm by introducing creative, limited-time fall items and promoting them as special, must-try treats. By showcasing these products in-store and through marketing campaigns, retailers can encourage trials and impulse purchases, ultimately driving seasonal sales and enhancing customer engagement.
Courts in Oregon and Washington Block Kroger-Albertsons $24.6B Merger
Shoppers Prioritize Healthy Eating Despite Ongoing Inflation Concerns
