Hop to it!
Last year, consumers spent a total of €44 million on Easter eggs in the lead-up to Easter Sunday, Kantar reports. With that in mind, it’s vital to ensure you are stocking the right range on-shelf, from fun and colourful options for the kids to luxurious, indulgent choices for adults
14 February 2020 | 0
Easter provides a major sales boost, as Kantar’s figures aptly demonstrated last year. According to Kantar, sales in the Irish grocery market hit record levels as shoppers splashed out €208.2 million in the Easter week alone, helping the overall sector grow by 4.1% in the 12 weeks to 21 April 2019.
Douglas Faughnan, consumer insight director at Kantar, pointed out that shopper visits to the major retailers grew by 1.3% on the previous year, yielding an additional €28.7 million of value. “Consumers spent a total of €44 million on Easter eggs leading up to Easter Sunday,” said Faughnan, “while fresh lamb, a traditional favourite, generated €29 million.”
A recent report by Euromonitor entitled ‘Confectionery in Ireland’ outlined key trends in confectionery that are influencing the sector. “As has happened in the UK,” the analyst wrote, “big players in chocolate confectionery in Ireland have introduced low-sugar versions. Health professionals regard this as a positive move as Ireland has high obesity rates, particularly among children.”
Ireland’s national ‘sweet tooth’ is also highlighted, with Euromonitor reporting that chocolate confectionery sales continue to grow amid high per capita consumption. In fact, per capita consumption of chocolate confectionery is still very high in Ireland compared to Western Europe as a whole. After Germany and Switzerland, Ireland is the third largest consumer of chocolate in the world.
The analyst also reported consumers are increasingly seeking premium and personalised products. “Premiumisation is an established trend in chocolate confectionery, particularly in seasonal chocolate such as Easter eggs and in boxed assortments,” Euromonitor stated. “A number of Irish consumers are reducing the amount of chocolate they eat but are prepared, due to their increasing disposable incomes, to pay a little more for premium chocolate and to consume it more frequently.”
An enchanting choice
Galaxy has given the brand’s Golden Eggs product a refresh this Easter by upgrading to a natural rose gold finish and rebranding the range as Enchanted Eggs.
This provides a platform for future colour extensions for the brand, encouraging consumers to experience a more grown up enchanted Easter. Enchanted Eggs are available nationwide in an 80g sharing bag, 234g large egg and 528g giant egg format.
A dream of strawberries and cream
Easter just got sweeter with the exciting launch of the brand-new Baileys Strawberries & Cream Chocolate Egg (€12). Its melt-in-the-mouth creamy white chocolate shell is complete with a fruity explosion of dried strawberry pieces, creating a beautiful sweet sensation.
The egg also comes with four luscious milk chocolate hearts, filled with a dreamy truffle filling that perfectly blends the fresh, sumptuous taste of strawberries with light and creamy vanilla, together with the luxurious taste of Baileys Original Irish Cream. The brand is confident Easter shoppers will be delighted to spoil their loved ones, or indeed themselves, with this match made in heaven!
Lovers of Baileys can also enjoy the Baileys Salted Caramel Egg (€12) which combines a silky, milk chocolate shell speckled with crunchy salted caramel pieces throughout. This melt-in-the-mouth egg is presented with six gold-shimmer chocolates, featuring a crisp milk chocolate exterior filled with an oozing salted caramel centre.
It’s no wonder the brand advises Baileys fans to form a queue, as these eggs are sure to fly off the shelves this Easter. For more information, visit www.lirchocolates.com.
Sales set to spring
Ferrero is launching new seasonal lines to complement its strong core range, with Levi Boorer, customer development director at Ferrero, offering some sage advice to retailers about how they can make the most out of the upcoming Easter season. “We expect to see shoppers planning in advance and being more considered in their purchasing decisions for Mother’s Day and Easter,” says Boorer. “We would therefore encourage retailers to stock up early to make sure they meet the demand for those shoppers looking to purchase in advance.”
Eggs remain a firm nostalgic favourite. “This year, we’ll be bolstering our eggs range,” says Boorer, “with an array of products to appeal to shoppers throughout the Easter period.”
Within the kids’ egg segment, the Kinder range will be strengthened with the launch of two new Kinder Surprise eggs that include bigger toys and relevant licenses. The new Kinder Surprise (100g) will see Justice League and Trolls toys featured, while the larger Kinder Surprise (220g) eggs will receive a Marvel Avengers update. The Kinder Maxi Surprise (150g), the number three kids seasonal Easter egg in Ireland*, will also receive an update, with the addition of two new licences: Frozen 2 and Spiderman.
Thorntons will also be adding two new products to its range. Sitting alongside its Bunny Easter egg designs, the new Dinosaur and Unicorn eggs (151g) will feature fun and eye-catching designs to bring the popular creatures to life.
Within the adult eggs segment meanwhile, Thorntons will also be revamping the design of three of its smaller Easter eggs, featuring an updated packaging design that reflects the brand’s established heritage in premium chocolate craftsmanship. A new Mint egg (197g) will now sit alongside the returning Classic (207g) and Toffee, Fudge & Caramel (203g) eggs.
Thorntons is also expanding its range of premium gift eggs, perfect for shoppers to give as a treat to someone special. With an improved luxury look and feel to boost appeal in-store, the existing Classic Premium Egg (264g) and Continental Premium Egg (256g) will be joined by a new Continental Dark Premium Egg (256g).
Ferrero will also introduce a new premium adult option with the Ferrero Collection Egg (240g). Featuring a milk chocolate shell, the egg is complimented with six Ferrero Collection chocolates (Ferrero Rocher, Ferrero Rondnoir and Raffaello).
Within the self-treat, novelties and sharing segments, there are also several noteworthy updates. The Kinder Joy Easter range will undergo a revamp in 2020, which will see 16 different toys launched in what will be the range’s largest selection. Kinder Joy is valued at €160,000, up 18% versus Easter 2018, making it one of the top three self-treat brands in Ireland**, and the updated range will encourage early seasonal sales.
The Kinder novelties range will also expand with the launch of a new Kinder Chocolate fluffy Leopard toy (73g), that joins the Bunny and Sheep novelties.
Thorntons is also expanding its footprint in the self-treat impulse sector with the introduction of a Thorntons Bunny (29g) and Thorntons Chocolate Caramel Egg (36g).
Boorer also has some specific advice with regard to boxed chocolates, stating: “We’d always recommend that retailers focus on the core all-year range first and foremost, as shoppers trust and recognise the well-known brands for their quality.”
It’s no surprise that shoppers spend more to show their affection towards loved ones in the lead-up to the spring occasions. In fact, 57% of early Easter season (the first five weeks) sales come from self-treat and seasonal sharing in Ireland**.
*(Source: Nielsen Scantrack, Seasonal Confectionery, £ Sales, 13 weeks to Easter 2019 – 21.04.19)
**(Source: Nielsen IE Total Scantrack 12 weeks to Easter 2019 vs 12 weeks to Easter 2018)
Indulge this Easter
Easter is just around the corner, and the hunt for the perfect Easter egg is underway. Made with premium quality chocolate, the Lily O’Brien’s sumptuous collection of Easter eggs has an egg to suit everyone. These award-winning, deliciously decadent eggs will make perfect Easter gifts for consumers’ chocolate-loving nearest and dearest this year.
Lily O’Brien’s Desserts Chocolate Easter Egg (RRP €15) is sure to impress all chocolate connoisseurs. The luxury chocolate egg is accompanied by nine delicious chocolates from the Desserts collection, Inspired by classic dessert recipes from around the world, such as Hazelnut Torte, Crème Brulee, Raspberry Infusion and more, Lily O’Brien’s is confident this ultimate indulgent treat is guaranteed to make the receiver go hopping mad for it!
Ideal for true chocolate lovers, the creamy 40% Mega Milk Chocolate Egg (RRP €15) delivers an intense, milk chocolate hit, creating the ultimate indulgent chocolate experience for savouring and sharing. With all the comfort of a creamy milk chocolate, Lily O’Brien’s 40% Mega Milk Chocolate Egg is an ideal option for chocolate devotees who love the classics but also enjoy that extra cocoa kick.
Lily O’Brien’s also has a range of boxed chocolates stocked in retailers nationwide. Whether it’s the Lily O’Brien’s Dessert Collection, the iconic Ultimate Chocolate Collection or the indulgent Lily O’Brien’s Petit Desserts Collection, the selection of products offers the perfect mix this Easter.
An egg-stravagant Easter
The Lindt Easter egg range continues to be a key sales driver for retailers at springtime. Lindt Easter eggs have been growing six times faster than the category since 2016* and are once again proving a must-stock item for retailers as consumers look to trade up and give a premium Easter gift.
This year Lindt is bringing more exciting news to the category. From the relaunch of the magical and endearing Gold Bunny Easter egg range to the introduction of the new Lindor Easter egg (140g) range, Lindt continues to delight shoppers with an exquisite array of Easter egg creations to choose from.
The Lindt Gold Bunny is hopping back into stores nationwide this spring. Delivering over €800,000 in sales,* the Lindt Gold Bunny is the clear market leader in Easter hollow figures in Ireland.
Made by the Lindt master chocolatiers from the finest Lindt chocolate, wrapped in exquisite gold foil packaging and finished with the iconic red ribbon and ringing bell, the Lindt Gold Bunny is guaranteed to bring a smile to the face of your shoppers and their loved ones.
This Easter, retailers can expect to see a heavyweight support plan behind the Gold Bunny brand. This year the ‘Make Yours Personal’ campaign allows customers to choose from four different ribbon messages in-store for their Gold Bunny or go even further and completely personalise their Gold Bunny at various pop-up shop locations across the country in the run-up to Easter.
Bring the magic of Easter to your customers this spring with the Lindt Gold Bunny.
The Lindt Gold Bunny is available in a variety of sizes and formats and is stocked in all good retailers nationwide.
*(Source: Nielsen Scantrack to 21 April 2019 @ MAT / Easter Period = 17 weeks 21 April 2019 versus 14 Weeks to 1 April 2018)
Boxes of bliss
Lindt Lindor has strengthened its position as the number one boxed chocolate brand in the Irish market. In fact, €1 in every €6 spent on a box of chocolates in Ireland is spent on a Lindor box* proving that Lindt Lindor continues to be a must-stock for retailers in 2020.
With a wide range of exciting and delectable flavours as well as formats, Lindt Lindor is the perfect chocolate gift for any occasion. From the classic Lindor Milk recipe to the new Mint Edition, the Lindor Cornet range is sure to excite and engage your customers. Also returning this month is the limited edition Lindor Heart Box (160g) – the same smooth melting Lindor in a seasonal Heart Box, making it the perfect gift for consumers’ loved ones this Valentine’s Day.
Supported by a strong national campaign, Lindt Lindor TV advertising will return to screens this spring with increased support and activity both in and out of store.
Bring some bliss to your shoppers this year with the Lindt Lindor range!
Lindt Lindor (200g) retails at €6.99 and the Lindor Heart Box (160g) retails at €7.49.
*(Source: Nielsen, Total Scantrack ROI and Discounters Data to 29 December 2019)