Halloween cookies

Source: Getty Images / fotostorm

  • Publication date: Wednesday 21 August 2024
  • Editorial submissions deadline: Wednesday 7 August 2024
  • Editorial contact: Dan Riley dan.riley@wrbm.com

Halloween has cemented itself as a key occasion in the bakery calendar, offering bakers of all shapes and sizes the opportunity to lure in shoppers with sensationally spooky products. So, what does 2024 have in store for the occasion? This feature will find out.

Key questions this feature will explore:

  • What bakery products are we likely to see this Halloween?
  • What are the key themes in terms of flavours, decorations, etc?
  • What do consumers want from Halloween bakery ranges? Are they looking for classic spooky treats or something more surprising? How does this differ by age group?
  • What are the key occasions that consumers are purchasing spooky/autumnal baked goods for and how does this differ by age group?
  • What part does social media have to play in consumers’ desire for seasonal products?
  • How can bakers cater to these consumer needs?
  • How can bakers make the most of Halloween in 2024?