Talking Retail Grocery and product news for independent retailers
Next year’s celebrations will kick off on 17 April – or 15 April if you celebrate Good Friday – but convenience retailers will need to be ready way ahead of this to make sure they capture early confectionery sales. In the new year, shoppers expect to see a smattering of small Easter confectionery products, such as filled and mini eggs and novelty self-treat items.
Sophia Padt, senior brand manager for Easter at Mars Wrigley Confectionery, says 50% of shoppers consume small self-treat products and small sharing and novelty confectionery items make up as much as 40% of early Easter sales.
Timing is particularly important this year, with Easter 2022 falling two weeks later than in 2021, says Susan Nash, trade communications manager at Mondelēz International, owner of the Cadbury brand. “However, more than half of Easter confectionery is consumed before Easter, showing just how important it is to capture consumers right at the beginning of the season to drive spend and impulsivity.”
To make the most of the season, she says retailers should split Easter into three phases: getting off to a quick start, building momentum, and then gearing up for a ‘gifting finish’ as the festive period reaches its finale. The first of these phases, ‘fast start’, runs from January until Valentine’s Day.
“The ‘fast start’ phase focuses on shoppers looking for small treats for themselves, such as Cadbury Creme Egg and Cadbury Mini Eggs. With about three-quarters of shoppers who buy Easter confectionery early intending to buy again, it is important to have the products they are looking for to meet these consumers’ shopping expectations.”
Early start
Levi Boorer, customer development director at Ferrero, says: “These token and novelty gifts become more of a priority to shoppers in this period, with some also re-purchasing these products again before the big day.
“All categories play a different role at different stages during the Easter season. Larger stores areencouraged to focus more on Easter Eggs with more planned missions, while smaller stores can dial up more of the sharing and self-treat products, as their shoppers tend to be a bit more impulsive.”
He adds: “Shoppers are emotionally invested in the confectionery category, as the brands help them celebrate the moments they share with loved ones. It is because of this love that shoppers keep coming back to purchase time and time again. The category has shown resilience during tough times; our advice to retailers is to continue to back the brands that you know your shoppers’ will purchase.”
Premium eggs
From 1 January, say suppliers, all retailers should have Cadbury Creme Eggs out on display, followed up by Cadbury Mini Eggs, Ferrero Mini Eggs Hazelnut/Cocoa 100g or Kinder Joy 20g. For 2022, Padt says Mars Wrigley will be focusing on its Maltesers and Galaxy brands.
Returning for next year will be Galaxy Enchanted Eggs and Galaxy Caramel Eggs, which Padt says were popular with customers who “premiumused” their egg hunts and Easter baking. New for next year will be Galaxy Creamy truffle Mini Eggs, a foil-wrapped egg “perfect for the egg hunt ritual”. Also back for 2022 after being launched in 2020 are Galaxy Caramel Truffles. Padt says the chocolates were brought in to capitalise on the 22% growth in the caramel confectionery category.
Novelty formats
As well as mini eggs, shoppers are looking for small chocolates suitable for self-treating. Bunny-shaped chocolates seem to be a favourite among shoppers, including Nestlé Confectionery’s Kit Kat Bunny. Launched in 2020, the variant “quicky became the number two impulse novelty on the market” and managed to retain that position in 2021.
The variant will also be available in multiple formats, including an impulse bar, a Mini Bunnies sharing bag containing six individually wrapped bunnies, and a Bunny multi-pack of five. Nestlé has also added a Milkybar variant to its Bunny line-up in impulse and medium-sized novelty formats and will be bringing back its Smarties Bunnies range, including three characters in Cool, Cute and Smart variants. Each bunny consists of a chocolate shell filled with mini Smarties.
Mars Wrigley offers a Maltesers Bunny, which is the UK’s most successful chocolate product in the novelty shapes category, says Padt. “We feel this product is the signpost of the season, officially signalling consumers that Easter is coming. Last year, Maltesers Bunny value sales grew by an impressive 53.6%, driven by sales of the classics as well as new products in the category.
“Customer favourites from last year, including the Maltesers Orange Bunny, will be back by popular demand. Since 2019, sales of orange chocolate have grown by 59%.”
Sharing products
Following their launch last year, Maltesers White mini bunnies pouches will be available in all major retailers. Padt says: “We are confident that increasing the availability of the Maltesers White Bunny will see other retailers share the same success that made them the most popular small sharing products at Tesco last Easter.”
She says white Maltesers continue to be one of the most sought-after SKUs from Mars Wrigley, with consumers constantly requesting the product on social media.
