The period between Christmas and Easter – which next year falls on 21 April – is an ideal time to exploit sales of impulse confectionery, especially products such as filled eggs, mini eggs, novelty chocolate bars and bagged treats.
No sooner have the Christmas festivities drawn to a close than Easter-style products begin to appear in the wholesale channel and on the shelves of independent shops around the country. Convenience store group One Stop Franchise, for example, will launch its range of filled and mini eggs for retailers on Boxing Day, including what the company claims are some exciting new products for 2019. Marketing support for the big beast of the season – Cadbury’s Creme Egg – will start on 1 January with the launch of a national promotion dubbed “Hunt the White Creme Egg” that will include a convenience-exclusive promotion where a retailer can win £1,000 if a white Creme Egg is discovered in their store. Parent company Mondelēz International says sales of Cadbury Creme Eggs rose by 22% to £57m last year thanks to the introduction of the White Creme Egg promotion. Sales of its mini eggs were also buoyant, it claims, with 157 units sold every minute in 2018.
Figures from the Retail Data Partnership, which monitors sales from more than 1,800 independent convenience stores across the UK, show eight out of 10 seasonal chocolate units sold between Christmas and Easter were filled and mini eggs, so it is definitely big business.
Fanfare finish
“Timing is key to maximising the season, from a fast start in January to a fabulous fanfare finish during Easter weekend,” says Cadbury brand manager Delia Metral. She urges retailers: “Start the countdown with single-serve products, when consumers are looking to keep their spirits up after Christmas. Stock best-selling lines, including the number one single-serve, Cadbury Creme Egg, and the number two brand at Easter, Cadbury Mini Eggs. Continue to stock these for the duration of the season – Mondelēz single-serve products accounted for 64% of the Easter sub-category in 2018.”
The company is upping the stakes even further this year with the launch of a new variant – Cadbury Oreo Egg (RRP 58p). The aim of the launch is to drive additional sales in the category, with the variant already said to have been a great success in Canada, where 62% of its sales were incremental to Cadbury Creme Egg.
One Stop Franchise recommends retailers merchandise Easter-style products such as filled and mini eggs at the front of the store and near the counter to make the most of impulse purchases. As a core range, it suggests creme and mini eggs as a minimum, with a spokesman adding: “It is important to get a fast start to the Easter season, even though we have extra weeks’ trading this year. It sets up the customer mindset for repeat purchase throughout the season.” One Stop adds that in today’s ultra-competitive retail climate, it is more important than ever for independents to execute the occasion well in-store, as all kinds of retailers are now attempting to capitalise on the big seasonal events.
Family sharing
Cadbury recommends store owners continue the countdown through the mid-season period of February and March. Says Metral: “Use family sharing lines – for example, Cadbury Mini Eggs and Cadbury Egg ‘n’ Spoon – to create excitement.” The company is once again emphasising the tradition of going on Easter egg hunts as a key seasonal activity for families. It will be supporting the occasion with a £6m campaign and will also be involved in public egg hunts through a continuation of its partnership with the National Trust. “Throughout February and March, shoppers are looking to buy gifts and sharing products for friends and family, especially their children, to enjoy during casual together time. They are also looking to capture the spirit and tradition of Easter, while creating memorable moments through the egg hunt ritual, using a range of different products from brands their family knows and loves. Sharing products like Cadbury Mini Eggs and Cadbury Egg ‘n’ Spoon are perfect during these times to help create special sharing moments at home.” New for such occasions in 2019 is a convenient 94g bag format for Cadbury Creme Egg Twisted (RRP £1.49) and a 384g Cadbury Heroes Easter Pouch, retailing at £5.69.
But it does not all have to be about chocolate, says Mark Roberts, trade marketing manager at Perfetti Van Melle. “Spring confectionery sales can often be dominated by chocolate. However, novelty and innovative additions in sugar confectionery offer retailers the chance to bring new people into the category and can encourage a healthy growth in incremental sales throughout spring. The confectionery market has seen bags and boxes grow by £9m in the last year, highlighting the importance of sharing and gifting formats. This is an opportunity convenience store owners cannot miss across the Easter period, in which gifting, entertaining and family get-togethers will be on the rise.” He adds that the ‘better for you’ trend remains relevant, even at Easter, and suggests retailers stock products such as Fruittella 30% Less Sugar, Fruittella Sugar Free and the Mentos Fruit Chews 175g Sharing Bag.
Mark Walker, sales director at sugar confectionery manufacturer Swizzels, says: “Getting the right products displayed well is the key to ensuring retailers do well over the Easter period.” Swizzels has expanded its Squashies range with a new edition for Easter 2019, DrumChick Squashies. Available in 160g bags, these limited edition Squashies come in chick shapes, with an orange and pineapple flavour, and are intended to drive impulse sales in the lead-up to and throughout the season. New for Easter 2019 is Swizzels’ Easter Mix. This Easter-themed pouch with handle is filled with a selection of 40 sweets from Swizzels’ most popular brands, including Squashies, Love Hearts and Refreshers. Each case contains six individually wrapped pouches, which the company says makes them perfect for Easter egg hunts.
