Love is in the air

Dairy Box is a contemporary range of milk chocolates which makes the perfect gift for consumers of any age
Dairy Box is a contemporary range of milk chocolates which makes the perfect gift for consumers of any age

Valentine’s Day is one of the key Spring sales occasions and in our current gloom, it’s a safe bet that shoppers will appreciate some TLC come 14 February

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Brand Central

8 January 2009 | 0

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At a glance: Valentine’s Day  

  • Black Magic is the number one dark chocolate gifting brand on the market
  • Ferrero Rocher 200g and 300g are the number one and number four gifting SKUs respectively
  • Ferrero Raffaello, the fourth brand in the Specialities range, is a market leader all over Europe
  • Lily O’Brien’s is one of Ireland’s best-loved and most successful premium chocolate brands, boasting almost 20% market share within the premium chocolate sector
  • Cono Sur’s sparkling wine is available in just four countries including Ireland
  • The Bend in The River has been awarded a Silver for its Sparkling Rosé at this year’s Mundus Vini
  • Mateus Rosé has recently launched a new sparkling wine in the Irish market, as brand sales for the year experience double digit growth
  • This Valentine’s Day Ampersand is running a special promoting of Gran Feudo Rosé

In 2009 the three key Spring events, Valentine’s Day, Mother’s Day and Easter, all take place within an eight week period, which is significantly longer than last year.

The extended Easter season provides retailers with a greater opportunity to maximise category sales by driving core categories, such as flowers, greeting cards, confectionery and wine.

Whilst Easter remains the largest single gifting event of the season, Valentine’s Day and Mother’s Day deliver 58% of the sales over the three Spring events (AC Nielsen Value Share Total Coverage 2 w/e to Valentine’s Day 16.02.08, 2 w/e to Mother’s Day 01.03.08).

It is therefore crucial to have the right balance of range to satisfy the shopper and capitalise on sales at this time, particularly for boxed chocolates.

Finally, UK health and beauty retailer Superdrug has identified a different Valentine’s Day shopper, namely the single professional female who wants to spoil herself. The retailer reported a 73% increase in ‘beauty treats’ and pampering products for 14 February. Lucy Bagguley, bath and body care buyer at Superdrug, suggested that the figures reflect changing attitudes amongst single working women, who take the opportunity to make themselves feel loved and pampered rather than relying on men in their lives to do it for them.

Romantic ideas

Nestle has the ideal assortment range this Valentines Day with a portfolio packed full of everyone’s favourite gifting brands. Black Magic is the number one dark chocolate gifting brand on the market. With a range of pack formats, it’s the clear choice to capitalise on the growing consumer trend towards dark chocolate consumption.

Dairy Box is a contemporary range of milk chocolates which makes the perfect gift for consumers of any age, while Quality Street remains an obvious must stock for all occasions.

In addition, Ireland’s number one after dinner mint, After Eight has a fantastic new look reflecting the brand’s more premium positioning. This Spring, there’s also added value for customers, with 50% extra free in special promotional packs of After Eight 300g.

As display is critical to maximising the potential of any occasion, Nestle also offers a range of point of purchase solutions to increase sales, in support of its wide range of gifting ideas this Valentines Day.

Lily O’Brien’s boasts almost 20% share within the premium chocolate sector

Lily O’Brien’s boasts almost 20% share within the premium chocolate sector

A little luxury

Lily O’Brien’s is one of Ireland’s best-loved and most successful premium chocolate brands, boasting almost 20% market share within the premium chocolate sector. Sales growth has been particularly strong year-on-year during the Spring season for the past number of years, with its range significantly outperforming every other premium chocolate brand across the market in Spring 2008.

With gifting, sharing and novelty items available in its Spring 2009 range, the company is focused on meeting consumer demand by offering “affordable luxury” chocolate products throughout the year. Lily O’Brien’s is distributed nationwide by Tennant & Ruttle.

The ultimate spoiling

Ferrero Rocher 200g and 300g are the number one and number four gifting SKUs respectively, and are both key at all gifting events. This year has seen the launch of Ferrero Rondnoir, a darker speciality from Ferrero, taking consumers on a sensual journey through crispy wafer and indulgent creaminess to a pearl of dark chocolate at its heart; providing an ideal gift for those who enjoy a darker indulgence.

In addition to holding the number one novelty boxed chocolate SKU, Ferrero’s portfolio also includes the number one NPD at Mother’s Day 2008 and number one gifting boxed chocolate brand (as defined by Nielsen).

In 2009 the three key Spring events, Valentine’s Day, Mother’s Day and Easter, all take place within an eight week period, which is significantly longer than last year. The extended Easter season provides retailers with a greater opportunity to maximise category sales by driving core categories; for instance by extending the Ferrero Pralines footprint with the Spring specialities, and the newly launched Rondnoir, the new darker speciality. Last year saw growth in both the indulgent sharing and the premium gifts categories, and Ferrero’s speciality range will provide further armoury for this category and ensure that this growth continues.

Ferrero Collection, comprising Ferrero Rocher, Ferrero Rondnoir, and Ferrero Garden Coconut, was the number one new product launch of 2007/08, and brings a premium offering to the market. Ferrero Collection was such a success with consumers during Christmas that it was also the number one NPD at Mother’s Day 2008.

Finally, Ferrero Raffaello, the fourth brand in the Specialities range, is a market leader all over Europe.

In addition to Ferrero’s Pralines and Specialties, Ferrero also recommends its ‘T16 Heart’ for Valentine’s Day and Mother’s Day. In addition, with the move towards more informal gifting occasions associated with the trend towards entertaining at home, retailers should also ensure they maintain the core gifting range throughout the year.

The Bend in The River has been awarded a Silver for its Sparkling Rosé at this year’s Mundus Vini

The Bend in The River has been awarded a Silver for its Sparkling Rosé at this year’s Mundus Vini

It wouldn’t be Valentine’s without the bubbles

The first sparkling wine produced in Chile has proved popular since its launch. Cono Sur’s sparkling, from award winning Chilean winemaker Adolpho Hurtado, is available in just four countries including Ireland.

The Sparkling Brut comes from the Bio Bio Valley, one of the most southern origins of the world and an area known for the production of balanced and concentrated wines. The new sparkling blends three grape varieties, combining the classic and traditional Chardonnay with both Riesling and Pinot Noir.

Rosemary Lyster, marketing manager at FindlaterGrants comments: “Cono Sur is very unique in the wine industry and is constantly at the forefront of new trends and techniques…we expect growth to continue in the New Year.”

Also from FindlaterGrants, The Bend in The River has been awarded a Silver for its Sparkling Rosé at this year’s Mundus Vini, one of the world’s most prestigious wine awards. This accolade is an endorsement of the excellent quality of the Sparkling Rosé, made from the famed Pinot Noir grapes grown along the sunny banks of the River Rhine.

Speaking about the award, marketing manager at FindlaterGrants, Ann Marie Finucane said: “To place so well in the Mundus Vini awards is a great accomplishment for the brand and reflects the outstanding quality of the Sparkling Rosé. The Bend in The River portrays an aspirational lifestyle which exemplifies style and appeals to discerning consumers who want the good things in life; great taste coupled with contemporary, classic design.”

Finally, Portugal’s number one wine, Mateus Rosé has recently launched a new sparkling wine in the Irish market, as brand sales for the year experience double digit growth. Available in both the on and off-trade, the sparkling compliments Mateus’ existing portfolio of Rosé wines.

The recent TV campaign is evidence of the growing popularity of rosé, particularly amongst the outgoing and adventurous wine consumers. The sparkling rosé is produced in the Portuguese region of Bairrada, an area well known for its rosé production. The unique, original, bottle was inspired by the flasks used by soldiers during world war one and still remains one of the most visual wines on shelf.

On the subject Rosemary Lyster comments: “Rosé is a wine that is proving more and more popular in the industry and we fully expect demand to continue. It’s a fun and relaxing wine that the consumers appreciate and Mateus is clearly the brand leader.”

Gran FeudoIsn’t it rosémantic

This Valentine’s Day Ampersand is promoting one of Ireland’s favourite rosés, Gran Feudo Rosé. The rosé continues to remain a firm favourite with Irish consumers for its superior quality and exceptional value for money. It is a fine example of the quality wine-making from the oldest wine producing dynasty in Spain, Bodegas Julian Chivite, which have been making wine for over 11 generations in the Navarra region in Northern Spain.

Gran Feudo Rosé is made from 100% Garnacha grapes that are macerated for 24 hours, after which the “free-run” juice is separated purely by gravity rather than mechanically to prevent imparting bitterness. The Gran Feudo range continues to be popular with the trade and consumer alike because their wines are well-made, well-balanced and well-priced.

Ampersand will be offering a special Valentines trade discount on rosé and will have a Valentines point of sale package available containing posters, bottle collars and branded balloons for merchandising in-store. For more information please contact your Ampersand representative.

 

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