THE growing popularity of Halloween could open up new opportunities for the red meat, potatoes and dairy sectors, according to a new AHDB report.

With Christmas round the corner, the UK’s food and farming sectors is now braced for a spending bonanza, but AHDB highlighted the growth opportunities in the smaller festivities in the national calendar.

According to Kantar Worldpanel, the two weeks before Halloween this year saw a £90.5m increase in spend on pumpkins, sweets, chocolate and bakery, showing a trend towards bigger celebrations that other food sectors could exploit.

Celebrations are the most valuable type of meals, with shoppers, on average, spending twice the normal amount. With consumers splashing out in these ways, AHDB reckons that there’s an opportunity for the industry to position its products as part of the party.

Despite being viewed as a family event, 73% of sales in the run up to Halloween came from households with no children and under 28s showed the greatest uplift in spending, having a 'positive halo' effect on alcohol as they prepared to party. With Bonfire Night falling a week later, there is double the chance to put products on the menu.

AHDB senior retail analyst, Kim Malley, who authored the report said: “Halloween has really taken off in recent years and there’s a great opportunity for the industry to capitalise on this through new product development or retailer activity to place meat, potatoes and dairy at the heart of the celebrations.

“Our marketplace continues to be dynamic and we’re always trying to add value to our categories. This analysis of Halloween and Bonfire Night demonstrates that with the right pricing, positioning and packaging we can look to boost our presence in these smaller annual events, instead of solely relying on Christmas and Easter.”

Similar reports will be released over the coming year looking at Valentine’s Day and Mother’s Day, alongside Christmas and Easter retail performance.