Categorywatching Report - Halloween and Bonfire Night 2021

Take a look through some of the key highlights from our latest categorywatching report covering Halloween and Bonfire Night 2021. The report takes a close look at what trends we tracked across both retail food and drink, as well as out of home food and drink.

Halloween and Bonfire Night may have looked a little different in 2020, however, inclusivity remains at the core of this year's celebrations as we make up for lost time with friends and family. Spending is at an all time high with sales in the US expected to be +20% YOY (Business Insider, 2021). Squid Games also hit our screens on Netflix which has seen a new demand for Halloween costumes this year.

A focus turns towards seasonality, autumnal produce is being showcased in new ways with different varieties of pumpkin and apples being prepared. And as the colder nights draw in and more comforting foods grace our plates, this brings an inner warmth as well as a nostalgic touch. But it's not just about pumpkin spice this year as popular combinations like toffee apple come through, while other alternatives such as citrus fruits bring a welcomed change this year.

Here our three key takeouts from the report:

1. The Unexpected
Pumpkin and pumpkin spice are everywhere this autumn and while we've moved way beyond the latte into hummus and bread mixes, lesser expected flavours also take their place alongside the iconic pumpkin. Citrus fruits such as black lime and green mandarins are called out as we celebrate the green citrus season that is known for its super sour flavour profile.

2. All Things Autumn
It wouldn't be autumn without an abundance of apples, pears and pumpkins, and this year seasonal produce (particularly when local) is heroed. From sweetened crème brulee's that have been baked and served in the pumpkin for a unique presentation, to calling out and championing specific ingredients like pear and chicken tray bakes, autumn produce brings both comfort and a sense of exclusivity.

3. A Touch of Health
At a time where all things sweet are in abundance, finding ways to add a touch of health to celebrations are welcomed. Specifically spooky fitness drinks boasting a range of benefits are coming to the fore as they're ladled with delicious and nutritional ingredients such as peanut butter that is known for its high protein content. Low sugar drinks with a toasted s'mores topping bring a warming sense of Bonfire Night to our tastebuds with a few less calories.

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