Easter inspiration

Easter can deliver a major sales spike, not just for confectionery, but right across categories such as baked goods and soft drinks. In a comprehensive report on the market’s performance, Gillian Hamill highlights the classic brands and new innovations set to drive sales this season

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Brand Central

AT A GLANCE: EASTER

• Easter Eggs performed strongly in 2014, with sales up by +5.2%*
• The number of shopping occasions is also growing with shoppers visiting Easter confectionery over three times in the season, an increase of +3%**
• Adult eggs represent a significant share of the Easter market and are a key growth sector, up by +13.1%*
• Shoppers increased their spend per visit on impulse novelties by +13.6% in 2014**
• Egg hunt packs outperformed the market with huge growth of over 50%*
• Sales of the Yorkie brand have grown by +14.5% in the last two years***
• Dairy Box is one of the strongest selling assortments, growing by +32% in 2014*** The brand is launching a Dairy Box Premium egg this Easter, which will be joining the Black Magic Premium egg. Both have an RRP of €15.45.
• Kinder is currently worth £80m and in double-digit growth of 52.6%, which is 23 times faster than the kids’ confectionery category^****
• The bite-sized segment represents one fifth of the total confectionery market and within this, chocolate sharing bags are worth £469m in the UK, growing at 7.7%^*****
• Nestlé Confectionery’s large eggs achieved 40% sales growth in 2014*
• The Toffee Crisp Mug Egg launched in 2014 and quickly became the number three most popular added value egg*
• The Smarties and Milkybar Farmyards* are returning, after achieving +7% sales growth in 2014
• Shloer is Ireland’s number one adult soft drinks brand******
• Shloer sales over last Easter were up by more than a third (36%) on sales during the 2013 Easter period^*******
• Easter accounts for 40% of the annual volume sales of Shloer Celebration********

*(Source: Nielsen Total Scantrack (inc Dunnes Estimate) Year to April 2014)

**(Source: Kantar Worldpanel Year to April 2014)

***(Source: Nielsen Total Scantrack (inc Dunnes Estimate) MAT Dec 2014)

****Nielsen, Total Coverage, Value Sales, 52wks to 25th October, 2014

*****Nielsen, Total Coverage, 52w 4^th October 2014

******(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 52 w/e 5.1.14)

*******(Source: Internal sales data 8 weeks March/April 2014 vs 8 weeks February/March 2013)

********(Source: Internal Sales)

This Easter, sales success will result from focusing on the right range at the right time, exploiting the full length of the season. Indeed, the end of the season is critical for sales of adult eggs, with Nielsen figures showing over 70% of adult egg sales come in the last two weeks before Easter. Demonstrating the solid performance of the Easter confectionery category, last year sales of Easter eggs increased by +5.2%. The number of shopping occasions is also growing with shoppers visiting Easter confectionery over three times in the season, an increase of +3%.

Something for everyone this Easter

Brand new for 2015, Elizabeth Shaw is launching a limited edition Large Zesty Crisp Collection Egg, combining a smooth milk chocolate egg with a seasonal selection of crunchy dark chocolate lemon crisps and milk chocolate orange crisps, ideal for anyone who likes something a little zesty.

If it’s something more masculine you are after then look no further than the Large Famous Names Whisky Collection Egg, a rich dark chocolate egg with a luxurious selection of eight of the finest liqueur chocolates from world famous whiskey brands ‘Grant’s Family Reserve’, and‘Drambuie’. A wonderful twist on the leading brand of chocolate liqueurs; perfect for those who like a little tipple at Easter.

For all the mint lovers out there, Elizabeth Shaw’s Large Mint Crisp Collection Egg offers an ‘eggstravagant’ selection including 24 dark and milk classic chocolate crisps as well as a dark chocolate gold wrapped egg.

The Elizabeth Shaw Easter Eggs are available through Flanagan’s Foods; call the company on + 353 1 450 6100.

Bagging more sales occasions!

Kinder is growing 23 times faster than the kids’ confectionery category

Ferrero is expanding its highly successful Kinder brand with the introduction of a new range of bite-sized chocolate confectionery suitable for sharing or on-the-go treating.

With two different sizes and three variants to choose from, the brand is aiming to cater for the growing in-home sharing occasion, as well as on-the-go treating. Available since January 2015, the range includes: Kinder Choco-Bons, Kinder Chocolate Mini and Kinder Chocolate with Cereals Mini.

All of the variants include individually wrapped bite-sized chocolates, with the larger sharing options featuring a convenient re-sealable tab. This format encourages responsible portion control and gives consumers the opportunity to enjoy the popular products in treat-sized amounts. The Kinder Choco-Bons combine the smooth creamy taste of Kinder Chocolate that consumers love, with a hint of hazelnut crunch.

Ferrero has introduced a new Kinder range of bite-sized chocolate confectionery suitable for sharing or on-the-go treating

The bite-sized segment represents one fifth of the total confectionery market and within this chocolate sharing bags are worth £469m and are growing at 7.7%*. By extending the loved and trusted taste of Kinder into this category, Ferrero is set to unlock new sales for retailers.

Kinder has experienced phenomenal success this year, and is currently worth £80m and in double-digit growth of 52.6%, which is 23 times faster than the kids’ confectionery category**.

Starting in January 2015, the launch of the new Kinder Bags range is supported with a heavyweight above the line campaign with a TV ad featuring the tagline, ‘Invented for kids, loved by everyone’.

In order to maximise the launch, there will also be a selection of free POS available to order from the Ferrero trade website (www.ferrero-trade.co.uk).

The range includes Kinder Choco-Bons – 104g with an RRP of €2.79 and 29g with an RRP of €0.80; Kinder Chocolate Mini – 108g with an RRP of €2.79 and 30g with an RRP of €0.80;

Kinder Chocolate with Cereals Mini – 95g with an RRP of €2.79 and 26.5g with an RRP of €0.80.

*(Source: Nielsen, Total Coverage, Value Sales, 52wks to 25 October, 2014)

**(Source: Nielsen, Total Coverage, 52w 4 October 2014)

Proven sales boost at Easter

Shloer sales during last Easter were up by more than a third (36%) on sales during the 2013 Easter period

“Easter provides a big opportunity to drive sales of Shloer simply because it’s a brand which consumers purchase for key calendar events and social occasions when friends and family get together,” says Amanda Grabham, marketing director, Soft Drinks at SHS Drinks whose portfolio includes Shloer, Ireland’s number one adult soft drinks brand*.

Grabham highlights the fact that Easter isn’t just about chocolates and Easter eggs – it’s also a time to stock up on brands such as Shloer that consumers associate with socialising over Easter.  “Historically, Shloer sales have always shot up at Easter and this is one of the areas on which we have been focusing our marketing activity, and we’ve seen some pretty impressive and encouraging results for the Shloer range as well as Shloer Celebration with sales continuing to grow year-on-year.

“Our last Shloer sales over Easter were up by more than a third (36%) on sales during the 2013 Easter period^**, and Easter accounts for 40% of our annual volume of Shloer Celebration as it’s a perfect gift to take along when visiting family and friends over the Easter break^***.”

The Shloer range of five flavours – Red Grape; White Grape; Rosé; White Grape & Apple; White Grape, Raspberry & Cranberry – and Shloer Celebration Pink Fizz and White Bubbly will be supported with tailormade promotions during the Easter period.

*(Source: Kantar Worldpanel Republic of Ireland, Adult Soft Drinks MAT 52 w/e 5.1.14)

**(Source: Internal sales data 8 weeks March/April 2014 vs 8 weeks February/March 2013)

***(Source: Internal Sales)

For sales enquiries, contact SHS Sales & Marketing on +353 (0) 1 4016200.

Driving sales with innovative Easter range

This Spring, Nestlé Confectionery is set to excite shoppers with a range jam-packed full of news. With the focus on well-loved big brands, a huge 80% of the 2015 range is either totally new or improved, creating the most gift-worthy collection yet.

Easter Eggs performed strongly in 2014, with sales up by +5.2%*. The number of shopping occasions is also growing with shoppers visiting Easter confectionery over three times in the season, an increase of +3%.** Adult eggs represent a significant share of the Easter market and are a key growth sector, +13.1%.*

Nestlé Confectionery’s 2015 range aims to help convenience retailers capitalise on the Easter opportunity, by delighting consumers and shoppers with an innovative collection from its market leading brands. And, with a portfolio offering a wide variety of chocolate treats, plus a strong focus on no artificial colours, flavours or preservatives as well as sustainability credentials, there really is something for all the family.

Seasonal impulse

Seasonal impulse products offer retailers an incremental sales opportunity on top of their existing singles confectionery sales; shoppers increased their spend per visit on impulse novelties by +13.6% in 2014.**

Nestlé Confectionery is targeting a gap in the market for a more permissible impulse egg, which offers consumers the choice of a less heavy and indulgent eat. Aero fits the bill perfectly and, therefore, new for 2015 is the Aero Bubbly Egg (RRP €1.00).

Within impulse novelties, two Nestlé Confectionery favourites return to the range for 2015. Smarties Little Choc Chick (RRP €1.00) a cute milk chocolate chick, filled with mini Smarties, and comes in a 24 count display outer.

The Milkybar Bunny (RRP €1.00) is a foil wrapped, hollow white chocolate bunny. It’s also available in an attractive 24 count display outer.

The 2015 Easter season is shorter than in 2014, therefore a key message for retailers has been to stock up early and display impulse products on shelves as soon as Christmas is over in order to maximise sales.

Kids gifting

Shoppers of the kids gifting segment are extremely valuable to retailers as they spend the most on Easter confectionery, with an average spend of €15.90, an increase of €2.70 year-on -year**

Known and trusted brands are the best-sellers in this category. Nestlé Confectionery brands Milkybar and Smarties fit the bill perfectly. Returning to the range, on the back of +7% sales growth in 2014*, are the Smarties and Milkybar Farmyards. Both have an RRP of €7.69. The innovative Hen House and Milky Barn shaped boxes offer the opportunity for kids to enjoy the fun of Easter even after the chocolate has gone.

Kids added value novelty

Egg hunt packs outperformed the market with huge growth of over 50%*. Capitalising on this growth is the new Smarties Egg Hunt pack (RRP €6.00). The pack contains foiled chocolate eggs filled with mini Smarties.

The Smarties Easter Friends gift pack (RRP €2.99) also makes a welcome return this Easter. Containing three fun characters – an Easter lamb, bunny and chick – these hollow milk chocolate figures come filled with mini Smarties; ideal for egg hunts. For white chocolate lovers there is also a Milkybar Easter Friends gift pack.

Adult eggs

Adult eggs are the main gift bought for adults during Easter. On average shoppers are purchasing two adult egg packs and continuing to increase spend per pack, +3.5% versus 2013.** The late season is critical for sales of adult eggs, with over 70% of adult eggs sales coming in the last two weeks before Easter*.

Teen /adult added value eggs

Other than size, all mainstream Easter eggs tend to be the same straightforward chocolate shell. To offer consumers something a bit more special this year, Nestlé Confectionery is taking inspiration from its portfolio of much-loved brands. Utilising two unique brands with unique characteristics, these new Easter eggs genuinely offer leading innovation within the market. Introducing the new Inclusion Eggs: Matchmakers Mint Egg, Matchmakers Orange Egg and Nestlé Crunch Egg (all RRP €5.54). Each egg has the same crispy and crunchy filling within the chocolate shell as the core product, thus providing consumers with their favourite treat in an innovative new format.

Tapping into the trend towards nostalgia and the heritage of Nestlé Confectionery brands is the new Drifter Campervan Egg (RRP €8.65). Returning to the range for 2015 is the Yorkie Digger Egg (RRP €8.65). The pack contains a hollow milk chocolate egg and two Yorkie Milk bars in an eye-catching digger presentation box. Also returning to the range is the Lion Bar Egg (RRP €8.65) complete with 3D packaging, bringing the iconic brand to life.

For those shoppers looking for something especially gift-worthy, new for 2015 are the Rolo and Munchies Tin Eggs, RRP €9.29. Both eggs include a sweet-shaped keepsake tin.

Capitalising on their continued popularity, the best-selling mug eggs from Kitkat Chunky, Yorkie and Toffee Crisp are back for 2015. The Toffee Crisp Mug Egg joined the range in 2014 and quickly became the number three most popular added value egg*. The Yorkie Milk Mug Egg will feature a new packaging design for this Easter. All three eggs have a RRP of €9.39.

Large eggs

On the back of 40% sales growth for Nestlé Confectionery’s large eggs in 2014*, in 2015 Nestlé Confectionery will once again have a range of eggs from favourite brands complete with treats inside… just like they used to be.

Four eggs make up the range for 2015. All are returning after proving successful in 2014, however this year they will also benefit from an attractive packaging redesign. The range includes the After Eight Insider Egg; the Quality Street Insider Egg, the Rowntree’s Randoms Insider Egg and the Munchies Insider Egg; with sweets inside.

All large eggs have an RRP of €8.59.

Giant eggs

Giant eggs make ideal big gesture gifts for shoppers to give to special people in their lives. They are often made as a distress purchase. Sales of Nestle giant eggs grew 2% in 2014* and in 2015 Nestlé Confectionery will be introducing vastly improved packaging, which showcases the most important part of this gift – the actual chocolate eggs.

New for 2015 is the Yorkie Giant Egg (RRP €11.59), which comes complete with a selection of full size Yorkie bars. The Yorkie brand is profiting from a boom in popularity, with sales +14.5% in the last two years*** and attracts a younger male demographic.

The Dairy Box brand grew by +32% in 2014

Premium eggs

Brand new for 2015, the Black Magic and Dairy Box Premium Eggs target the gap in the market for older more affluent shoppers.  Dairy Box is one of the strongest selling assortments, up by +32% in 2014.*** Therefore it is perfectly positioned to launch its own Dairy Box Premium Egg this Easter. Joining it will be the Black Magic Premium Egg. Both have an RRP of €15.45.

This year’s range also includes the popular After Eight Premium Egg (RRP €15.45); a large mint flavoured dark chocolate egg complete with a 300g box of the nation’s favourite after dinner mints. Its packaging has been completely renovated to optimise its shelf standout and elegance as a gift.

Nestlé Confectionery advises that for retailers to really make the most of the seasonal sales opportunity that spring offers, they must stock a range of products focusing on the strongest growth areas of seasonal treats and adult eggs.

*(Source: Nielsen Total Scantrack (inc Dunnes Estimate) Year to April 2014)

**(Source: Kantar Worldpanel Year to April 2014)

***(Source: Nielsen Total Scantrack (inc Dunnes Estimate) MAT Dec 2014)

Melt away into a moment of bliss!

The pocket sized Lindt Lindor Egg is an ideal Easter treat for consumers looking for a bite size indulgence

The Lindt Lindor 28g Egg has the same smooth melting filling as the classic Lindt Lindor Milk Truffles that are already hugely popular amongst Irish chocolate consumers.

The pocket sized Lindt Lindor Egg is the ultimate Easter treat for those looking for a bite size indulgence and make a lovely addition to Easter egg hunts or as table favours for Easter Sunday lunch.

Delicately wrapped in the distinctive red Lindt Lindor foil, the Lindor egg stands out from the crowd. The Lindt chocolate outer shell is filled with smooth melting filling.

This Easter, the Lindt Lindor Egg is now on special offer in all leading retailers.

Hopping off the shelves

The Lindt Gold Bunny

The iconic Lindt Gold Bunny is back. Hopping in to all good stores throughout the country, the Lindt Gold Bunny has massive appeal to people of all ages and has an uncanny ability to bring a smile to millions of faces every Easter.

Inspired by the legendary craftsmanship and uncompromising quality of the Lindt Master Chocolatiers, Lindt Gold Bunny comprises of endearing gold foil packaging with the now famous red ribbon and ringing bell with the melt in your-mouth taste of Lindt’s premium quality chocolate.

Over the course of time, the Lindt Gold Bunny has become a symbol of Easter. Now available in milk, white and dark chocolate and in varying sizes, this Easter, the Lindt Gold Bunny is now on special offer in all leading retailers.

Maximising in-store opportunity

Aryzta Food Solutions Ireland (formerly Cuisine de France) is once again striving to bring innovation in-store for Easter through its bakery brand, Cuisine de France. The lemon and white chocolate muffin is one of those innovations. With the lemon flavour commonly linked to Easter/Spring time and the white chocolate a nod to the chocolate indulgence associated with the Easter period. Both work together to form a light but satisfying eat.

Aryzta Food Solutions has also designed a range of new and exciting novelty Easter favourites such as cupcakes and doughnuts, supported by POS to maximise opportunity in-store. The company believes this unique range will drive incremental sales and margin for retailers.

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