Springing off shelves!
Easter confectionery is worth a massive €38.5m and has been in growth by +10.6% in 2014 and by +1.7% in 2015, despite the season being two weeks shorter. The main drivers of Easter Confectionery growth are adult large and premium eggs (up +5.1%) and mini eggs (up +15.6%). Innovation continues to thrive across all categories however, successfully attracting more shoppers to this key season, writes Gillian Hamill…
Print17 February 2016
At a Glance: Easter
- Lindt Lindor maintains its position as the number one premium boxed chocolate brand, holding 9.2% market share and growing +15.8% year-on year (Source: AC Nielsen 52 weeks to 29 Nov MAT)
- Growing +13% in 2015, the Lindt Gold Bunny has cemented his position as the number one Easter novelty in the Irish market (Source: AC Nielsen Total Lindt Gold Bunny Brand 26 weeks to w/e 19 April Versus 26 weeks to w/e 20 April)
- The Lindt easter egg range has grown by +22% year-on-year and delivered over €1.5m RSV in 2015 (Source: AC Nielsen Total Lindt Shell Eggs Sales 26 weeks to w/e 19 April Versus 26 weeks to w/e 20 April)
- Spring represents a €10.7m sales opportunity for boxed chocolate confectionery in Ireland with three key gifting occasions to drive category growth (Source: Nielsen ROI, Total Coverage 14 weeks to 05.04.15)
- Ferrero contributed with 30% of the category growth during the run-up to Easter (Source: Nielsen ROI total Ferrero growth, 12wks vs Category growth)
- Ferrero experienced its biggest ever spring in 2015, achieving sales of over €1.3m (Source: Nielsen data 17 w/e 26.04.15)
- Kinder, the fifth biggest chocolate brand in Ireland, has reintroduced Kinder Joy and Kinder Maxi Surprise after a strong 2015 spring performance (Source: Nielsen, Total Coverage data to 17.05.15)
- Kinder’s seasonal range brought in an additional 61,000 shoppers last year
- Kinder states it seasonal range outperformed the total kids seasonal chocolate category with +30% value sales and +118% unit sales
- Kinder is introducing new Kinder Chocolate Happy, a bag of 12 individually foil-wrapped Kinder Chocolates in seasonal shapes, which are ideal for sharing with friends and family
- Galaxy is the third largest chocolate brand in Ireland (Source: Nielsen Scan track, value sales, data to 29 Dec 2015)
- Galaxy Golden Eggs looks set to be a success in 2016 as seasonal sharing bags and large eggs are performing well ahead of the market at +22% and +9% value sales at Easter 2015 (Source: Nielsen Scan track, value sales, data to 5 April 2015)
- Maltesers is the number two chocolate brand in Ireland and has had a strong year of +11% growth MAT, with the Maltesers MaltEaster returning this year (Source: Nielsen, Total Scantrack ROI, Value Sales, Data to Nov 01/15)
- Easter eggs account for 45% of the Easter market (Source: Nielsen, Total Scantrack ROI, Value Sales, Data to Apr 05/15)
- Easter confectionery is worth €38.5m and has been in growth by +10.6% in 2014 and +1.7% in 2015 despite a two-week shorter season*
- The main drivers of Easter growth are adult large and premium eggs (up +5.1%) and mini eggs (up +15.6%) with Nestlé growing in value by 8.6%*
- However, 47% of all sales are still made in Easter week, highlighting the importance of stocking the right packs at the right times, and ensuring availability right up to Easter Sunday*
- Sales of mini eggs continue to grow; Smarties Mini Eggs and Milkybar Mini Eggs grew 3.4% and 7.3% respectively*
- Black Magic is Ireland’s number one dark boxed chocolate*, and new Black Magic mini eggs join the market for Easter 2016
- Adult eggs are the main gift bought for adults during Easter and were the strongest growing segment in 2015*
- Premium eggs are a key growth segment in the market, up +10% in 2015 (Source: Nielsen Scantrack Year to 17 May 2015)
- Easter is the second biggest sales period for Shloer after Christmas with sales during the Easter month generally shooting up by around 60% compared to an average month’s sales (Source: Internal sales data – Shloer)
- Shloer Celebration Pink Fizz and White Bubbly perform particularly well over the Easter period, which traditionally accounts for 40% of total of Shloer Celebration annual sales in Ireland (Source: Internal sales data – Shloer)
- Shloer Light was only launched in June last year and is already proving to be popular with consumers – the two Shloer Light variants already account for one in every five bottles of Shloer sold in multiple grocers in Ireland (Source: Internal sales data – Shloer)
Sales success at Easter will result from focusing on the right range at the right time and exploiting the full length of the season. Seasonal impulse ranges play a key role in driving shopper engagement, right from the beginning of the season, which is also bolstered by the Valentine’s Day and Mother’s Day occasions. Manufacturers have paid close attention to the segments which have performed well at Easter in recent years and have brought back favourite brands, as well as enticing new formats, to fully capitalise on the opportunity Easter presents.
Blissful Spring
This spring, Lindt returns to confectionery shelves with an array of exquisite products ranging from timeless classics to magical Easter creations. In boxed chocolates, Lindt Lindor maintains its position as the number one premium boxed chocolate brand, holding 9.2% market share and growing +15.8% year-on-year, making Lindt Lindor a must-stock for retailers in 2016*.
Boasting a wide range of exciting and delectable flavours, Lindt Lindor is an ideal premium chocolate gift for any occasion. Along with the classic Lindor Milk recipe, this spring also sees the arrival of the Limited Edition Lindor Strawberries and Cream – a delicate shell of luxurious premium white chocolate that once broken, releases an irresistibly smooth melting strawberry filling.
Keeping with tradition, the iconic Lindt Gold Bunny will also be seen hopping back onto shelves. Growing +13% in 2015**, the Lindt Gold Bunny cements his position as the number one Easter novelty in the Irish market. The Lindt Gold Bunny is available in a variety of sizes.
On the back of the success of some of Lindt’s biggest brands, the Lindt easter egg range proves a key sales driver, growing +22% year-on-year*** and delivering over €1.5m RSV in 2015. From the blissful and smooth melting Lindor egg range to the iconic and magical Lindt Gold Bunny eggs and the intensely dark and satisfying Excellence dark chocolate egg, Lindt says it guarantees to delight all shoppers this Easter.
With heavyweight TV advertising throughout spring and a comprehensive support plan behind Lindor and Gold Bunny, Lindt is confident both brands are set to go from strength to strength.
*(Source: AC Nielsen 52 weeks to 29 Nov – MAT)
**(Source: AC Nielsen Total Lindt Gold Bunny Brand 26 weeks to w/e 19 April Versus 26 weeks to w/e 20 April)
***(Source: AC Nielsen Total Lindt Shell Eggs Sales 26 weeks to w/e 19 April Versus 26 weeks to w/e 20 April)
Unlocking Golden Spring Sales
“The importance of the three spring events should not be underestimated,” says Levi Boorer, customer development director at Ferrero. “For instance, bigger boxed chocolates for gifting work well for Valentine’s Day and Mother’s Day; whilst the inclusion of smaller pack sizes alongside boxed chocolates and eggs over the Easter period works well to drive incremental sales.”
Ferrero is helping retailers increase their boxed chocolate sales during spring with a combined marketing investment of €155,000 across its Ferrero portfolio, the introduction of new seasonal products and golden stand-out merchandising, ensuring retailers can fully capitalise on the €10.7m boxed chocolate sales opportunity created by spring occasions*.
With the focus for 2016 firmly remaining on accelerating growth for the core range, the brand is aiming to attract more shoppers with the introduction of two new premium novelty-led products, Grand Rocher 240g and Raffaello Heart T14.
Boorer continues: “Raffaello remains a key focus for us; it delivers a fresh, special and unique praline experience that no other brand can offer in the market. It has huge potential, with the highest repeat rate within the pralines portfolio, which shows that once shoppers try it, they love the product.
“Following popular demand,” he says, “we’ll be introducing a new seasonal Raffaello Heart T14 [MRSP €7.28], which will create category excitement and disruption, alongside our Ferrero Rocher Heart T10; delivering €106,000 of sales in lead up to Easter in 2015**. Raffaello was launched in 2006 and we feel the time is right to really accelerate the size of the brand; it not only lends itself perfectly to the spring occasions with our unique seasonal SKUs, but the core range can also be given as a gift all year round, offering the ideal premium sales opportunity for retailers.”
A new Grand Rocher 240g (MRSP €11.99), will also join the line-up and will sit alongside Grand Rocher 125g (MRSP €6.49). The milk chocolate and hazelnut shell which encases four Ferrero Rocher, offers a perfect gift and meets shoppers’ needs when looking for something special to give to their loved ones. This also offers retailers plenty of opportunity to provide something different for their customers while also maximising basket spend during this key period. Ferrero experienced its biggest ever spring in 2015, achieving sales of over €1.3m*** and outperforming the market across all three spring occasions.
“Ferrero contributed 30% of the category growth in the lead up to Easter in 2015****, so the brand is well placed to help retailers unlock the sales opportunity the occasion represents,” Boorer continues. “Gifting is an all year round opportunity for retailers occurring every day; however itmore prevalent during spring. Retailers should plan in advance for key calendar events such as; Valentine’s Day (14 February), Mother’s Day (6 March) and Easter (25-28 March). We have great products to meet these occasions and the gifting packs are a must-stock. There will always be the distress purchase occasion and retailers who have gift cards and a pen positioned alongside the chocolate confectionery aisle might just save the day.”
All-year-round sellers:
Ferrero Rocher T16 – €7.44
Ferrero Rocher T24 – €10.64
Ferrero Collection T15 – €7.58
Raffaello T24 – €9.75
Raffaello T15 – €6.29
Rocher T5 – €2.30
Rocher T3 – €1.25
Raffaello T3 – €1.25
Seasonal sellers:
Ferrero Rocher Heart T10 – €5.90
Raffaello Heart T14 – €7.28
Ferrero Rocher Mini Cube T6 – €3.66
Raffaello Mini Cube T6 – €3.66
Ferrero Rocher T13 – €9.26
Ferrero Eggs – €3.47
Ferrero Rocher Premium Egg – €16.00
Ferrero Rocher Grand Rocher 125g & 240g – €6.81 & €11.99-
*(Source: Nielsen ROI, Total Coverage 14 weeks to 05.04.15)
** (Source: Nielsen ROI – Weekly sales from 18th of Jan to 11th of April)
*** (Source: Nielsen data 17 w/e 26.04.15)
**** (Source: Nielsen ROI total Ferrero growth, 12wks vs Category growth)
Jump for Joy
Ferrero’s Kinder, the fifth biggest chocolate brand in Ireland*, is reintroducing Kinder Joy (MRSP €1.29) to its spring seasonal range after its impressive debut in 2015. Kinder Joy delivered almost €300,000 in sales over spring, accounting for one fifth of kids’ seasonal confectionery growth**, providing a lucrative sales opportunity for retailers. The limited edition plastic egg features a tab opening up into two halves – one half to discover layers of creamy milk and cocoa cream topped with crispy wafer bites, and one half to reveal a fun toy, along with a spoon to enjoy each indulgent mouthful.
Kinder Joy will rejoin the Kinder portfolio (€12.4m***) as a seasonal sub-brand, and will feature premium seasonal packaging that uses bright spring colours; creating stand out onshelf and giving shoppers a unique Kinder experience that taps into the novelty nature associated with Easter purchasing. Levi Boorer, customer development director, Ferrero comments: “We anticipate that Kinder Joy will continue to be seasonal showstopper. During spring 2015, 40% of Kinder Joy shoppers in Ireland were completely new to Kinder Surprise and 8% were incremental to the entire Easter confectionery category****.”
Kinder Maxi Surprise 150g (MRSP €10.16) will also be returning to the seasonal range as the number one Easter egg in the market in terms of rate of sale, growing at +7%****. Sporting the popular pink and blue packs, parents will once again be able to choose the most relevant treat for their children, with the blue eggs containing Star Wars toys and the pink eggs containing Palace Pets toys. New to the range this year, Kinder Chocolate Happy T12 (MRSP €3.04) will perfectly tap into the special sharing occasion this Easter, containing 12 individually foil-wrapped Kinder Chocolates in seasonal shapes.
“Our Kinder seasonal range continues to deliver double digit growth, ahead of the total kids
seasonal chocolate category, at +30% value and +118% unit sales,” Boorer adds. “In 2015, our spring range succeeded in bringing in an additional 61,000 shoppers. We hope to help as many retailers as possible take advantage of the spring opportunity by offering instore support and a range of POS materials suitable for all store sizes.
“We are confident that we will continue to increase sales, driving footfall in-store and overall category growth,” he says.
Kinder products available this spring:
Kinder Joy 20g €1.29
Kinder Happy T12 €3.04
Kinder Maxi Surprise 150g €10.16
Kinder Maxi Surprise 100g €6.70
Kinder Surprise Bunny 75g €3.01
Kinder Mini Mix T15 €1.00
Kinder Chocolate T12 €2.02
Kinder Choco-Bons 200g €3.50
Kinder Mini Figures 15g x 6 €3.04
Kinder Mini Figures 15g x 3 €1.89
Kinder Fluffy Toys €7.11
Kinder Mini Mix €2.99
Kinder Mini Eggs 182g – €1.82
Kinder Mini Eggs 35g – Only available in NI
*(Source: Nielsen, Total Coverage data to 17.05.15)
** (Source: Nielsen, Total Coverage, 16 w/e 19.04.15)
***(Source: Nielsen, Total Coverage data to 17.05.15)
****(Source: Dunnhumby Ireland Kinder Joy Easter 2015 ; Impact on Kinder Surprise and UK Opportunity)
*****(Source: Nielsen, Total Coverage, 17 weeks to 26.04.15)
A Touch of Luxury
Savvy modern consumers continue to demand more sophisticated taste sensations; more variety of flavours and richer levels of indulgence and that’s why Lily O’Brien’s, one of Ireland’s best-selling premium chocolatiers, has focused on product innovation in 2016 to drive sales growth. The Kildare-based chocolate brand is launching five new boxed Easter eggs in a variety of formats to capitalise on its consistently strong performance during this key season.
The three new luxury eggs include its Desserts Collection Egg, inspired by classic dessert recipes from across the globe and containing three best-loved recipes from Lily O’Brien’s top selling Desserts Collection; its Salted Caramel Egg containing this modern classic recipe in both milk and dark chocolate and finally its new signature, Le Crunch Chocolat Egg, containing sumptuous milk chocolates mixed with caramelised French biscuit. Additional eggs being launched include the Key Limey Pie dark chocolate egg and White Chocolate Cocoa Cookie Egg, being launched under its subbrand, Uglies. Lily O’Brien’s is distributed nationwide by Tennant & Ruttle.
Golden Opportunity
Galaxy, the third largest chocolate brand in Ireland* is giving retailers a ‘golden opportunity’ to maximise Easter sales with the launch of Galaxy Golden Eggs. The new eggs feature a combination of Galaxy chocolate and crunchy caramel pieces rolled in gold. They come in two formats: a sharing bag, and a large egg format. Available since January 2015, they are on sale at €1.80 (RRP) for an 80g bag; and €9.47 (RRP) for the large egg. Golden Eggs is set to be a success in 2016 as seasonal sharing bags and large eggs are performing well ahead of the market at +22% and +9% value sales at Easter 2015.**
Seasonal impulse lines such as sharing bags play an important role at achieving a fast start to the Easter season. It queues the arrival of the season for the consumer. Early distribution and impactful displays beside checkouts instore are vital forsuccess. Easter eggs are importantto the shopper at the later part of the season, when consumers are looking for gifts to make Easter weekend special, prominent displays of consumer favourites and exciting new products are key to driving sales at this time period.
Mars’ biggest brands will also be returning in egg format as M&Ms, Mars and Maltesers; while large, luxury and premium eggs will feature Galaxy Golden Eggs, Maltesers Teasers, Malteaster Bunny and Celebrations.
*(Source: Nielsen Scan track, value sales, data to 29 Dec 2015)
**(Source: Nielsen Scan track, value sales, data to 5 April 2015)
Hoppy Easter
The bunny is back! An Irish favourite, Maltesers MaltEaster will be hopping off the shelves this coming Easter season. Maltesers is the number two chocolate brand in Ireland and has had a phenomenal year of +11% growth MAT*. Maltesers MaltEaster is a highly impulsive product available in a single impulse treat (RRP: €0.82) and a sharing bag containing five individually wrapped Mini Bunnies (RRP €1.79). Seasonal impulse lines play an important role at achieving a fast start to the Easter season. It queues the arrival of the season for the consumer, they enjoy the return of their favourite limited availability products and purchase a treat for themselves. Early distribution and impactful displays beside checkouts instore are vital for success.
In order to meet consumer demand, MaltEaster has expanded into a variety of Easter egg pack formats, including a small and an extra large Easter egg.
Easter eggs account for 45% of the Easter market**, so having them on prominent display the month before Easter is vital in keeping them top of mind for consumers. This Easter MaltEaster is supported with a heavyweight campaign including dedicated TV copy, outdoor advertising, sampling, PR and digital activity. The campaign will be seen by an estimated 2.9m Irish adults.
To join in the conversation or to stay up to date with Maltesers news, visit https://www.facebook.com/maltesersireland
* (Source: Nielsen, Total Scantrack ROI, Value Sales, Data to Nov 01/15)
** (Source: Nielsen, Total Scantrack ROI, Value Sales, Data to Apr 05/15)
Focus on big brands for 2016 Easter range
This spring Nestlé Confectionery says it is set to excite shoppers with a range that includes innovative new launches as well as proven successes from its range of well-loved brands. Easter confectionery is worth a massive €38.5m* and has been in growth by +10.6% in 2014 and +1.7% in 2015 despite a two-week shorter season. The main drivers of Easter growth are adult large and premium eggs (up +5.1%) and mini eggs (up +15.6%) with Nestlé growing in value by 8.6%.
The early season is important for retailers and those looking to maximise sales should ensure they stock up on Easter impulse lines as soon as the Christmas season is over. However, 47% of all sales are still made in Easter week, highlighting the importance of stocking the right packs at the right times, and ensuring availability right up to Easter Sunday*.
Nestlé Confectionery’s 2016 range will ensure convenience retailers can capitalise on the Easter opportunity by delighting consumers and shoppers with an innovative collection from its market leading brands. Exciting new launches for 2016 includes a mini eggs product aimed at adults from Black Magic, the new Smarties Chick in Egg which taps into the growing kids added value segment, the Milkybar Milk & Cookies Inclusion egg which targets the popularity of white chocolate adult eggs, and finally, appealing to a broad range of consumers the Nestlé Crunch Collection giant egg.
The range is also 100% free from artificial colours, flavours and preservatives.
Seasonal impulse
Seasonal impulse products offer retailers an incremental sales opportunity on top of existing singles confectionery sales. Returning to the range in 2016 are two Nestlé Confectionery favourites; Smarties Little Choc Chick (RRP €1.00) and Milkybar Bunny (RRP €1.00).
Following on from a successful first year, the Aero Bubbly Egg (RRP €1.00) is back in the range for 2016 with an impactful new design. A huge 68% of shoppers were new to the brand*. Sales of mini eggs also continue to grow; Smarties Mini Eggs and Milkybar Mini Eggs grew 3.4% and 7.3% respectively*. Both packs will return to the range this Easter.
New to the market for 2016 is Black Magic Mini Eggs (RRP €3.18); mini eggs filled with a dark chocolate truffle centre. Black Magic is Ireland’s number one dark boxed chocolate andaims to tap into this popularity, with a more premium mini eggs offering aiming to appeal to an older, more upmarket demographic.
Kids: Added value
Known and trusted brands are the best-sellers in this category and Nestlé Confectionery believes its Milkybar and Smarties brands fit the bill perfectly. Brand new for 2016 is the Smarties Chick in Egg (RRP €3.99). This eye-catching new pack is a foil wrapped milk chocolate egg featuring inside a cute chick with the words “I’m in here”, thus inviting consumers to break open their egg and discover the mini Smarties in both the egg and the milk chocolate chick inside. Launched for Easter 2015, the Smarties Egg Hunt pack (RRP €6.00) contains foiled chocolate eggs filled with mini Smarties. Also returning for 2016 are the popular Smarties and Milkybar Farmyard fun eggs (RRP €7.69).
Small and medium eggs
Milkybar is a must-list small egg. The Milkybar brand offers shoppers the heritage and trust those buying for younger kids look for in a gift. Medium eggs make up a huge part of the Easter category, with €15 million sales in 2015. They make ideal token gifts, which shoppers typically buy for those people less close to them. Big brands with broad appeal are therefore important and Nestlé’s 2016 range includes offerings from KitKat Chunky (the fastest growing medium egg), Smarties (Nestlé’s number one medium egg), Aero Bubbles (redesigned for 2016) and Rolo*.
Adult eggs
Adult eggs are the main gift bought for adults during Easter and were the strongest growing segment in 2015*. With limited space on shelves, ensuring favourite brands as well as a variety of products are on offer is key to sales success.
Inclusion eggs
2015 saw Nestlé Confectionery launch a range of more special chocolate eggs. Taking inspiration from its portfolio of much-loved brands, each egg has the same crispy and crunchy filling within its chocolate shell as the core product, thus providing consumers with their favourite treat in an innovative new format. The inclusion eggs were launched in three varieties Matchmakers Mint Egg, Matchmakers Orange Egg and Nestlé Crunch Egg (all RRP €5.54). This year the design on the front of packs have been updated to ensure the unique nature of the eggs stands out to shoppers even more.
Brand new for 2016 is the Milkybar Milk & Cookies Egg (RRP €5.54). Building on the success of the Milkybar Milk & Cookies chocolate sharing block which launched in January 2015, the egg will contain real cookie pieces embedded into Milkybar white chocolate.
Large eggs
For 2016 Nestlé Confectionery will once again have a range of eggs from favourite brands complete with the treats inside the egg, just like they used to be. The four ‘insider’ eggs from Quality Street, After Eight, Rowntree’s Randoms and Munchies all have an RRP of €8.59.
Added value
Nestlé Confectionery says its range of adult added value eggs has proven a huge success with shoppers. Capitalising on their continued popularity, the best-selling mug eggs from KitKat Chunky, Yorkie and Toffee Crisp are back for 2016. All three eggs have an RRP of €9.39. The Nestlé mug eggs range makes the perfect collectable gift. For those shoppers looking for something especially gift worthy, the Rolo and Munchies Tin Eggs return to the range, RRP €9.29. Both eggs capitalise on the iconic shaped sweets of the Rolo and Munchies brands by including a sweet-shaped keepsake tin. Also returning for 2016, tapping into the trend towards nostalgia and the heritage of Nestlé Confectionery brands, 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, while the Lion Bar Egg (RRP €8.65) comes complete with 3D packaging.
Giant eggs
Giant eggs make ideal big gesture gifts for shoppers to give to special people in their lives. New for 2016 is the Nestlé Crunch Collection. This giant egg comes complete with a large milk chocolate egg and a selection of milk and white chocolate Crunch bars. Not only will the brand’s loyal fans love this new addition to the Easter category, but it will also have a broad consumer appeal with all ages. The Nestlé Crunch Collection giant egg will join the KitKat Chunky giant egg – the priority pack for retailers with limited shelf space – as well as the Nestlé Caramel Collection giant egg, Aero Selection giant egg and Yorkie giant egg (all RRP €11.59). The Yorkie brand attracts the hardto-reach younger male demographic.
Premium eggs
Premium eggs are a key growth segment in the market +10% in 2015*. Black Magic and Dairy Box premium eggs (RRP €15.45), launched in 2015, targeted the gap in the market for older, more affluent shoppers. Both return for this spring. This year’s range also sees the return of 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. On the back of new, more premium packaging, it grew 7% in 2015*.
*(Source: Nielsen Scantrack Year to 17 May 2015)
Stock up for Easter sales surge
SHS Drinks is urging retailers to stock up on Shloer and to broaden the variety of styles and flavours they offer in order to make the most of the annual Easter sales surge as shoppers start getting into gear for entertaining family and friends to celebrate the first Bank Holiday of the new year.
Amanda Grabham, marketing director – soft drinks at SHS Drinks whose portfolio includes Shloer, says: “Shloer is a brand consumers associate with social occasions and key events such as Easter which are all about getting together with family and friends. In fact, Easter is the second biggest sales period for Shloer after Christmas with sales during the Easter month generally shooting up by around 60% compared to an average month’s sales,* so it really is vital for retailers to increase facings and stockholding of Shloer at this time of the year to meet the increased demand and to avoid disappointing customers by being out-of-stock.”
SHS Drinks is helping retailers tap into the Easter sales uplift opportunity with exciting new products such as Shloer Celebration and Shloer Light which have recruited new shoppers and brought them into the adult soft drinks category.
Grabham adds: “With Shloer now attracting a broader base of consumers, it’s well worth expanding the number of Shloer skus stocked to offer more choice. Easter is an occasion when people are celebrating getting together and we’d recommend stocking Shloer Celebration Pink Fizz and White Bubbly which are now available in an elegant new bottle shape which takes its cues from the style associated with Prosecco sparkling wines. Both sell well throughout the year and they perform particularly well over the Easter period which traditionally accounts for 40% of total of Shloer Celebration annual sales in Ireland.*”
This year, as part of its ‘Here’s to Good Times’ campaign, Shloer is embarking on a new burst of social media activity turning the spotlight on Shloer Celebration. A new ‘What’s Your Celebration?’ initiative will reinforce the gifting association by offering prizes of personalised bottles of Shloer Celebration around special events. Grabham adds: “This will also be the first time that Shloer Light Red Grape and White Grape – our two new additions to the range – will be available at Easter, providing another opportunity to attract sales from customers who still want to treat themselves, but prefer a lighter option with fewer calories.
Shloer Light was only launched in June last year and is already proving to be popular with consumers – the two Shloer Light variants already account for one in every five bottles of Shloer sold in multiple grocers in Ireland.*”
During the Easter period, retailers will also be able to benefit from tailor-made promotional support spanning the entire Shloer range: Shloer White Grape, Rosé, White Grape & Apple, White Grape, Raspberry & Cranberry; Shloer Celebration Pink Fizz and White Bubbly; and Shloer Light Red Grape and White Grape.
For sales enquiries, contact SHS Sales & Marketing on +353 (0) 1 4016200.
*(Source: Internal sales data)
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