Costumed kids might think it’s a trick if they receive store-brand candy. While consumers are embracing private label brands in most categories, candy isn’t one of them. In fact, private label candy sales are expected to shrink in the weeks leading up to Halloween.  During the year, store brands make up an 8.1% share of candy sales, but in the weeks leading up to and including Halloween, the store brand average dips to 5.6%, per Nielsen.
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