Halloween Fuels Pumpkin And Sweet Sales In Europe

Halloween Fuels Pumpkin And Sweet Sales In Italy

The so-called ‘pumpkin economy’ has surpassed €30 million in the country, according to Italian farmers’ association Coldiretti.

The pumpkin season is expected to see better production this year, with an estimated harvest of around 40,000 tonnes.

Despite the lingering impact of climate change, key producing regions like Emilia-Romagna, Lombardy, Puglia, Umbria, Sicily and Campania expect higher yields and better quality than they had in previous years.

Pumpkin Cultivation

Italy cultivates approximately 2,000 hectares of pumpkins, with Lombardy on top of the list of producing regions.

Most of the harvest is destined for human consumption, Coldiretti noted.

The average retail price for pumpkins stands at approximately €2 per kilogram in Italy, though this can increase significantly for peeled and cut varieties.

Beyond culinary uses, there’s a growing trend in ornamental and ‘competition’ pumpkins, with some specimens for Halloween exceeding 1,000 kilos for carvings.

Farmers are also dedicated to preserving traditional Italian varieties, such as Cappello del Prete, Violina and Delica, utilising every part of the plant, from leaves and flowers to seeds and pulp.

The Campagna Amica network is enhancing this trend by offering authentic food and wine experiences that promote seasonal produce and hospitality.

Sweet Sales

Meanwhile, 11 million Italians are expected to participate in Halloween festivities this year, reports Finanza.Repubblica.it.

Sweets are the most-consumed confectionery during Halloween (65%), outperforming chocolates (56%), snacks (38%) and biscuits (32%), online Italian publication ANSA.it reported, citing a study by Unione Italiana Food and AstraRicerche.

The survey revealed that 95% of Italians consume sweets, with 31% doing so three to four times a week and citrus being the most popular flavour.

In October 2024, sweet sales increased by 13%, to more than €55 million.

Overall,  sweet sales for the year exceeded €586 million and amounted to 56 million kilograms.

France Sees Pumpkin Boom, German Spending To Hold Firm

French consumers bought 25,000 tonnes of pumpkins and gourds in September 2025 – a notable jump from 21,000 tonnes in the same period in 2024, according to Worldpanel.

Total spending on pumpkins and gourds reached €55 million this year – up significantly from €44 million in 2024.

This increase was driven by both greater enthusiasm for the holiday and a rise in the average price, which climbed to €2.18 per kilogram this year, from €1.92 in 2022.

Beyond traditional carving, the autumn staple is increasingly featured in popular dishes like soups, gratins, pies and cakes.

Stable Sales In Germany

Despite a generally subdued consumer mood, Halloween spending in German retail is expected to remain stable.

The German Retail Federation (HDE) expects Halloween sales to reach €520 million this year, exceeding the €500 million mark once again.

HDE managing director Stefan Genth views this as a sign of stability, noting that the expected sales figure is down only slightly (3.7%) from the previous year’s level.

The number of consumers planning to spend on Halloween remains unchanged, at 15.2% (vs 15.3% in 2024), demonstrating consistent interest.

Overall consumer spending on the holiday has increased dramatically in recent years, with 2025 sales projected to be 63% higher than they were in 2019.

However, the nature of spending is shifting, the HDE noted.

Consumers are less likely to buy non-essential items like jewellery, accessories, costumes, make-up and decorations, likely due to having stock from previous years.

Instead, Halloween purchases in 2025 will focus more heavily on necessities for parties and treats, including confectionery, groceries, and household items.