Deck the halls
Christmas trade is an ideal opportunity to increase sales and achieve growth. Market cleverly this year, say the experts, festive sales have never been so important
12 November 2008
At a glance
- The Christmas confectionary market in 2007 was approx €60 million
- The novelties sector in Christmas confectionery grew by 6% in 2007 and continues to grow
- Cadbury is the market leader in Christmas confectionery
- Cadbury Milk Tray is the number one brand in the ‘Formal Gifting’ category and number two chocolate gifting brand in total assortments
- Nestlé was the number two manufacturer in the Christmas confectionery market in 2007 and grew 5% YOY
- Jacob’s Afternoon Tea, Chocolate Kimberley and USA are consistently the three biggest selling seasonal biscuit lines every year
- Doritos are the number one and Sensations the number two sharing bags in Ireland, together representing six of the top 10 selling sharing lines
- Avonmore Cream is Ireland’s favourite cream, with nine of the top 10 selling cream products and over 56% share of the Irish cream market
Christmas represents the greatest chance for retailers to drive incremental sales and a focus on value offers and promotions will help capture the traditional Christmas spend during challenging economic times. However, while media reports center on consumers spending less, industry insiders such as David Zimmerman, CAOBISCO, reports that the market for higher end biscuits, cakes and confectionery products remains resilient.
Innovation in marketing and packaging will also play an important part in enhancing a store’s festive offering. Manufacturers have also explored ways of using less packaging for their Christmas ranges this year, in order to meet EU directives on waste and to satisfy consumers’ green concerns.
Confectionery is one of the most popular Christmas gifts and provides a good opportunity to generate high cash margin and increased footfall over the festive season. The Christmas market in 2007 was worth €59 million, with Cadbury the market leader. The Cadbury line-up for 2008 includes a host of popular brands such as Roses, Heroes, Milk Tray, Flake Moments, Green & Blacks and a strong range of selection boxes, novelties and biscuits.
Selection boxes are always a popular choice at Christmas and all selection boxes and stockings in the 2008 Cadbury range have been given a new design, allowing for more interaction and fun for the consumer. The Cadbury Medium Selection Box remains the number one selling selection box in Ireland.
Within Christmas confectionery, novelties grew by 6% in 2007. New to the Cadbury novelty range this year, Cadbury Dairy Milk Chunks is available in a classic Dairy Milk branded milk carton.
Cadbury’s assortments account for 42% of the total gifting market, while Cadbury Milk Tray is the number one brand in the formal gifting category. Within the total assortments market Milk Tray is the number two chocolate gifting brand with a sales value MAT of over €7 million. Available in four sizes, Milk Tray has almost 11% share of the assortments market.
Christmas all wrapped up
Mars Ireland delivers classic traditional favourites as well as some new festive additions this Christmas. Following their success last year, Galaxy Mistletoe Kisses are back by popular demand, a blend of Galaxy Caramel and chocolate mousse in three innovatively shaped pieces. Also on offer from Galaxy is the large mega selection box, full of treats and an ideal gift for any Galaxy lover.
The perfect crowd pleaser with something for everyone in the pack, family favourites Celebrations are back with a brand new design. Replacing the previously used tin this Christmas is the new reusable plastic tub, which has numerous uses once all the chocolate is gone, just one of the innovative new packaging designs from Mars this Christmas. Celebrations are also available in small and large cartons.
Also perfect for sharing at this time of the year is the Maltesers bucket and the Mars & Friends bucket, featuring all the Mars favourites in bite sized portions. Mars Tubes are perfect stocking-fillers and last minute gifts, with Maltesers, M&M’s, Minstrels, Skittles and Revels. All tubes come with fantastic new seasonal designs bringing the brands to life this Christmas.
Selections account for a huge amount of traditional Christmas sales and Mars Ireland have a wide selection for all ages. This year, for the first time, all Mars Ireland selection boxes are made from 100% recycled board so consumers can be kind to the environment as well as enjoy the chocolate. Coming in two sizes, medium and large, the Mars Ireland selection box range includes Milky Way & Friends, with no artificial colourings or flavours, perfect for the little ones; Mars & Friends, which now includes a new sweet addition in the form of Starburst Twisted; and a must have for guys, following on the success of the hugely successful Snickers Mr T ‘Get Some Nuts’ campaign, the manly Snickers Mr T Selection Box.
Consumer favourite launches seasonal treat
Toblerone has achieved very high recognition throughout the world, through its one-of-a-kind triangular shape, its unique packaging and its name. For Christmas 2008 the brand is launching a quirky seasonal sleeved Toblerone 400g, which makes an attractive gifting proposition. Toblerone will be supported this year with national TV, shopperlites and trolley handles.
Also available for Christmas are new Toblerone Selection Boxes, which the company believes would make the perfect gift for a Toblerone lover. And after huge success in 2007 Toblerone Tiny Tins are back, which once again, are great for gifting or sharing.
The essential stocking filler
Terry’s Chocolate Orange is an essential brand for gifting, sharing and consumer indulgence. Available in both milk and plain chocolate, it’s the essential stocking filler. The brand will be offering special ‘three for the price of two’ packs and will air an advertising campaign on national TV this Christmas.
Terry’s Chocolate Orange Segsations, for gifting or sharing, is available in tubs and tins, containing individually wrapped segments in five different flavours.
Adding an extra festive dimension
This festive season, Nestlé Ireland has a wide range of gifting and novelties to add an extra dimension to retailers’ offerings. Nestlé continues to innovate, making additions to its novelties range this year, with Smarties Tree Decorations and the Milkybar Advent Calendar. The new products offer added value in interaction and play, on top of the chocolate gift.
Nestlé was the number two manufacturer in the Christmas confectionery market in 2007, achieving 5% YOY growth. Black Magic, the number one dark chocolate assortment brand, has a range of premium gifts for capitalising on dark chocolate sales. While Dairy Box is a contemporary range of milk chocolates also offering an attractive gifting proposition. And the number one after dinner mint, After Eight, has a new premium look this year, boosting the brand for Christmas and all year round. Nestlé offers a range of point of purchase solutions to increase sales of these festive products.
This year Nestlé has gone green in some of its best-loved confectionery lines, taking a lead position in helping industry with waste management targets. Quality Street cartons are now made from fully recyclable materials, and all selection boxes will use at least 25% less packaging materials. Furthermore, materials used will be made from at least 75% recycled board and internal plastic trays will be made from recycled drinks bottles. The reduction in packaging will assist retailers with packing reduction targets, and smaller footprints mean better shelf and space utilizations.
To celebrate Christmas 2008, Cuisine de France is introducing a new range of seasonal treats. Firstly, a premium range of loose and wrapped products to suit every consumer, including the Handmade Christmas Star shortcake biscuit, hand decorated with chocolate sugar beans and chocolate shavings, and the Handmade Christmas Mallow Log; a shortcake biscuit base with hand piped jam and mallow enrobed in a chocolate flavoured coating.
Also new this season is the Cuisine de France luxury mince pie, with a mix of rich fruits and a hint of brandy and port in a buttery shortcrust trellis pastry, available in a premium gold box (four pack). The Apple & Cranberry lattice tart is another new line, as is the new mince lattice, and the new ‘thaw and serve’ Mince Star tartlet.
The festive treats compliment the brand’s traditional favourites (shortcrust mince pies, brandy puffy mince pies, cranberry and orange muffin and Christmas pudding muffin), can be easily stocked, and there is a self-merchandised Cuisine de France Seasonal Treats case available.
Exclusive Cuisine de France bread products are also available for Christmas. A unique limited edition Cranberry & Cherry Loaf from McNamees, a North American style Cranberry & Rosemary loaf, and also a Sage & Onion Bread. These flavoured bread lines come with a Cuisine de France barcoded “Taste of Christmas” bread band, and an impactful point of sale suite and new Cuisine de France seasonal packaging has been developed to encourage impulse purchases.
Uniquely designed to support Christmas Confectionery lines, the merchandising stand includes sparkle lights and four attractive shelves. This free display unit will be available to all stores and holds any combination of the seasonal treats range to create an eye-catching area in stores.
A biscuit bonanza
Fox’s biscuits in Ireland have proved to be particularly successful within the seasonal market, being the number two selling brand in the category. Speciality and Creations, the brand’s key seasonal assortments, feature in the top five seasonal assortments. All products in the range have been refreshed and modernised for 2008 moreover.
From chocolate indulgence to ‘best in class’ everyday creams, Fox’s cater for all. A new addition this year, Fox’s Inventions is an assortment of well-established favourites.
Whether it’s the luxurious taste of Fox’s Creations, the uncompromising quality of Fox’s Speciality, or any other temptation from within the range, Fox’s biscuits are a family favourite at Christmas.
Firm favourites and new additions
Jacob’s has been an integral part of Christmas in Ireland for generations with Afternoon Tea, Chocolate Kimberley and USA being firm family favourites throughout the years. They are consistently the three biggest selling seasonal biscuit lines every year. This year there are two new additions to the Jacob’s festive family. The Elite Continental Selection is a collection of premium milk, white and dark chocolate smothered biscuits. Another addition is the Chocolate Kimberley Tube which contains 10 individually wrapped biscuits and comes in a shelf ready display case, ideal for placing anywhere in store to attract extra sales.
Other favourites available in the range are Kimberley, Mikado and Coconut Cream tubs, Elite Caddy tins, Elite Cookies and Crumbles, Teatime, Biscuits for Cheese and Chocolate Mallows
The ever-popular Tayto Christmas boxes, a sell out every year, are available in traditional Tayto Cheese & Onion and Tayto Variety Pack (containing Cheese & Onion, Salt & Vinegar and Smokey Bacon flavours). Tayto Popcorn Pleasures party box is also available again this year.
The Tayto Christmas Boxes have been a firm Christmas favourite with Irish families since their launch back in the early 1980s. This year, King launches its party box in time for Christmas, joining Tayto and Hunky Dory in the part box offering.
The well-known Tayto icon, Mr. Tayto has had a temporary revamp for the festive season. Christmas sees him don a cheery red Christmas hat and jacket in the brand’s marketing campaign, carrying a sack stuffed with Cheese & Onion, Salt & Vinegar and Smokey Bacon flavoured Tayto. Retailers can stock up now on Mr. Tayto’s Christmas Packers.
Make it a happy Crisp-mas
Best-selling crisp brands Walkers Doritos and Sensations are set to perform well this festive season. The eight weeks of Christmas are the most important of the year for retailers, with consumption of big bags up by 40%, representing a significant opportunity for profit.
Overall the sharing category is in strong growth at +9.7% in value terms, and Walkers is contributing to this with the highly successful Sensations and Doritos brands, with Doritos driving impulse growth.
Doritos and Sensations are the number one and number two sharing bags in Ireland respectively and together they have six of the top ten selling sharing lines (Nielsen Marketrack w/e 07 September 08).
Walkers’ Marketing manager for Ireland, Nicky Wells, says: “Christmas is the key occasion for sharing and it’s a time when consumers trade up for the party season. To support this we have created impactful party units to support the occasion in-store over the Christmas period.”
The best-selling range of products from Walkers includes Sensations Thai Sweet Chilli 175g; Vintage Ched dar and Red Onion Chutney 175g;Caramelised Onion and Balsamic Vinegar 175g;Doritos Extreme Chilli 245g; Tangy Cheese 245g; and Cool Original 245g.
Nuts about Christmas
Harvest Fare has launched a brand new look just in time for Christmas. Sure to be eye catching and appealing to consumers in-store, the packaging has also been improved and is now easy to open.
Harvest Fare offers a range of nuts and snacks, and ideal party fare for Christmas. The range includes spicy mixes such as Chilli Nuts, savoury mixes such as Bombay Mix, sweet nut mixes such as Yoghurt Covered Peanuts, as well as nut bars.
Harvest Fare has a strong promotional offering for Christmas, giving 33% extra fill on family bags of nuts. The Christmas range includes buckets of the best selling Chilli Nuts, Fruit & Nut Mix and Extra Large Seasalted Peanuts. A Cocktail Selection of Chilli Nuts, Spiced Nuts, Se a Salted Peanuts and Hot Spiced Nuts would be ideal for consumers who enjoy party entertaining.
Cream of the crop
A best-seller with consumers every Christmas, Avonmore Cream is Ireland’s favourite cream, with nine of the top 10 selling cream products. From traditional fresh cream to convenient freshly whipped cream as well as light, double and sour cream, it has a cream product to suit every occasion and need this festive season.
Adding a taste of Christmas to any dessert this festive season, Avonmore Freshly Whipped Brandy Cream is the perfect complement to Christmas pudding, mince pies and is a great topping on coffee. Also available for the Christmas period is Avonmore Fresh Cream 750ml, a larger volume of cream ideal for the many times when cream will be consumed in Irish households this festive season.
With over 56% share of the cream market in the Republic of Ireland, and a best-seller for retailers, Avonmore is a firm favourite with Irish consumers not only at Christmas but all year round.
Lakeshore makes a range of meal condiments including mustards, dressings, marinades, sauces and chutneys, covering every meal occasion. The Lakeshore seasonal range uses quality ingredients to enhance any Christmas meal, including Christmas puddings, goose and duck fat for perfect roast vegetables, cranberry sauce, ham glaze, brandy butter and brandy cream, mincemeat and finally, dessert coulis.
Lighting up the festive season
Consumer thoughts turn to home entertaining, decoration and seasonal candles during the festive season, making Maguire & Paterson Candle Matches an essential item for the home this Christmas. Ideal for all home candle lighting needs especially for Christmas and New Year celebrations, Maguire & Paterson produce longer matches for easier and safer lighting of candles in the home, for entertaining, fragrance, relaxation and home decoration.
Maguire & Paterson Candle matches are a stylish accessory for the home and the product has been designed to create high impact in-store with attractive, premium packaging and a glossy finish. Candle Matches come in a branded tray of 12 packs and are recommended for merchandising on shelf adjacent to candle brands especially for the Christmas season.
For further information on Maguire & Paterson match brands, contact M & P Sales & Marketing at 01 8228500 or your local M & P Sales Representative.
Cleaning up this Christmas
Killeen, the number one player in the cleaning product and refuse sack market with a large 37% market share, is driving the category with innovations to satisfy customer needs this Christmas. Killeen continues to deliver a powerful combination of high product performance whilst remaining value for money for the consumer. The highly successful launch of Killeen’s hardware and glove ranges in 2008 demonstrates Killeen’s commitment to meeting the needs of consumers.
This Christmas, Killeen has a cloth and scourer to tackle any cleaning job around the home. The ever-versatile ‘Kitchen Mate’ sponge scourer remains a firm favourite with consumers due to its flexibility and durability in the kitchen. Killeen ‘Easi Clean’ shifts stubborn stains fast and is suitable for any household cleaning job as well as ideal for scrubbing Christmas vegetables.
For cleaning-up after staff and home parties, using Killeen Aware biodegradable sacks can help save the earth without costing the earth. In addition, Christmas cleaning is made easier by Killeen in-home products, including 4 Pack Micro Fibre Cloths, 6 Pack Mop Ups, Bathroom Cleaner and Polishing Sponges. The company recommends stocking up on Killeen Refuse Sacks, Cloths and Scourers now to meet the pre-Christmas cleaning frenzy.
A touch of festive Magic
Magic products take the worry out of preparing Christmas dinner. The versality of Magic Turkey Bags, Roasting Bags and Cooking Sheet means consumers can use them for cooking meat, poultry, fish and vegetables in a variety of ways.
The self-basting Magic Turkey Bags can help consumers roast meat and poultry to a rich, succulent brown. The natural meat juices are locked inside the bag to seal in more flavour and ensure tender succulent results. Vegetables can be boiled in the Magic Turkey Bag without losing any of their goodness, unlike traditional boiling where flavour and most of the vitamins can be lost in the water. Magic Turkey Bags can also be used for boiling ham and gammon joints. Magic Roasting Bags meanwhile are more suitable for meat, chicken, fish or vegetables up to 4 _ lbs (2 kilos).
Another useful kitchen tool at Christmas, the Magic Cooking Sheet is flexible and completely non-stick. Ideal for frying, baking and microwave cooking, it can be cut to size and cleaned and reused.
Throw your profits a lifeline
Lifeline Hangover Defence believes that increasing job uncertainty means more and more people will be turning to a remedy to ensure clear heads the morning after the night before. Lifeline is an easy add-on sale for anyone retailing alcoholic beverages, and comes in clipstrips, which can be hung behind the counter or amongst the drink section of a store. The brand says retailers could even follow the example of Boots, who use Lifeline clipstrips across the whole store to boost their profits.
Lifeline is an effective way to boost profits, for which customers will thank you. Lifeline is being supported this Christmas with a substantial advertising spend, as well as numerous sampling promotions. For more information contact Lifeline Hangover Defence on 01 450 2025, or 0872 866 291, or email email@example.com