Christmas is behind us, and along with the memories of merriment, it serves as a reminder that we Irish love nothing more than our chocolates. Behind Germany and Switzerland, Ireland is the third-largest consumer of chocolate in the world*. With that in mind, it’s time already to start gearing up for the next big thing on the chocolate lover’s calendar
16 January 2018
Ireland’s chocolate confectionery market was worth an estimated €621m in 2015. After the inevitable post-Christmas slowdown, the Easter season provides an excellent sales opportunity in confectionery across the board.
In the season, regular sights are innovations in packaging and product among well-known favourites, alongside limited-edition offerings and new products using the season to launch on the market.
For retailers, the key to Easter sales is knowing which products to stock, and when. In retail terms, the season is a long one, with a lot of product to get through. Impulse purchasing plays a part, as it always does with confectionery, but planned purchases (Easter Egg for kids and loved ones, for example) are key to driving sales too. Mother’s Day and Valentine’s Day falling in the same calendar period contributes also.
Easter weekend itself is the main sales driver, however; these brands and offerings are what consumers will be on the lookout for in what promises to be a profitable time.
Lindt Lindor has strengthened its position as the number one premium boxed chocolate brand in the Irish market. Maintaining double digit growth of +12.3% and a market share of 11.7%**, Lindt Lindor continues to be a must stock for retailers in 2018.
With a wide range of exciting and delectable flavours as well as formats, Lindt Lindor is the perfect premium chocolate gift for any occasion. From the classic Lindor Milk recipe to the Limited Edition Lindor Strawberries and Cream, the Lindor Cornet range is sure to excite and engage customers. Also returning this February is the limited edition Lindor Love Heart Box 160g – the same smooth melting Lindor in a seasonal Love Heart Box – making it the perfect gift this Valentine’s Day.
Supported by a strong national campaign, Lindt Lindor TV advertising will return to screens this spring with increased activity both in and out of store.
Lindt Lindor 200g retails at €6.99 and the Lindor Love Heart Box 160g retails at €7.49.
Find the magic
The Lindt Gold Bunny is hopping back into stores nationwide this spring. Growing at a rate of +9.1%, the Lindt Gold Bunny is the clear market leader in Easter novelties in Ireland.
Made by the Lindt master chocolatiers from the finest Lindt chocolate, wrapped in endearing 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. Hosting engaging events, in and out-of-store activity and premium POS, the Lindt Gold Bunny brand is set to go from strength to strength.
The Lindt Gold Bunny is available in a variety of sizes and formats and is available in all good retailers nationwide.
On the back of the success of some of Lindt’s biggest brands, the Lindt Easter Egg range proves a key sales driver for retailers in springtime. Growing +13.8% year on year and delivering over €1.57m RSV in 2017***, Lindt Easter Eggs are proving a must stock item for retailers as consumers look to trade up and give a premium Easter gift.
And this year Lindt is bringing more innovation to the segment. From the new smooth melting and blissfully rich Lindor 60% Egg to the magical and endearing Gold Bunny Flower Egg – Lindt will continue to delight shoppers this Easter with an exquisite array of Easter Egg creations to choose from.
*(Source: Nielsen Total Scantrack: Sales 16 weeks to w/e 16th April 2017 Versus 14 weeks to w/e 27th March 2016)
**(Source: Nielsen 52 weeks to 3rd December 2017 – MAT)
***(Source: Nielsen Total Scantrack: Sales 16 weeks to w/e 16th April 2017 Versus 14 weeks to w/e 27th March 2016)
Taste of joy
Over Easter 2017, Ferrero was a key driver of novelties growth, partly driven by the continued success of Kinder Joy. Following impressive sales which saw Kinder Joy continue its lead as the number one brand in novelties, the product will make a return in 2018. The award-winning confectionery will be supported with OOH and digital displays.
To help retailers create excitement within their local community over Easter, also returning for 2018 is Ferrero’s award-winning Easter Egg Hunt – aimed at driving sales of Kinder Joy. Last year, the activity encouraged retailers to offer their local communities their very own Easter Egg Hunts in-store, increasing footfall and driving excitement around the occasion. As a result, retailers saw an increase in their Easter sales year-on-year, as well as increased basket spend compared to the previous week of trading.
With Kinder Seasonal now worth €1.7m over the Easter period – making it the third biggest brand – this year’s Easter Egg Hunt Kit has been inspired by Kinder. To help retailers capitalise on the spring period and share the joy of Easter egg hunts within local communities, the Kinder Egg Hunt Kit will be available to the convenience channel with an MRSP of €9.
*(Source: Nielsen Total Coverage Easter 31.12.16 vs Easter 29.04.14)
**(Source: Nielsen, Total Scantrack, ROI, Kids Seasonal Database, Easter Period, Value Sales. Data 12 weeks to 16 April 2017)
The Easter season is set to be bigger, better and even more indulgent this year with the help of luxury Irish chocolatier, Lily O’Brien’s and its range of hand-crafted eggs. Made with premium quality chocolate, the Lily O’Brien’s collection has a flavour for everyone this Easter.
Quality over quantity is something that is beginning to define the category, with consumers seeking premium brands that offer more in terms of expertise and aesthetic. While less may seem like more in this case, the Lily O’Brien’s Easter Egg collection offers premium quality eggs accompanied by beautiful chocolates – great for gifting or sharing. This is the perfect egg collection to get consumers to trade up to, to really show the recipient that they care.
For something a little different and special, the Lily O’Brien’s Honeycomb Egg is an indulgent handcrafted milk chocolate egg with crunchy honeycomb pieces throughout. The flame-wrapped egg is sure to be a showstopper this Easter.
Meanwhile, inspired by classic dessert recipes from around the world, the Desserts Collection Egg, with its velvety milk chocolate egg shell accompanied by an indulgent selection of best-selling Desserts Collection chocolates, is the perfect Easter gift. Recipes include Crème Brûlée, Raspberry Infusion and Key Limey Pie, making the Desserts Collection Egg a taste sensation.
Alternative Easter gifting has also grown in popularity in recent years, with consumers opting to buy luxury boxes of chocolates in addition to individual eggs. The Lily O’Brien’s Exquisite Edition is the perfect Easter gift for friends and family, boasting ingredients sourced from across the globe. By promoting alternative gifts as Easter essentials, convenience retailers are able to drive further sales and really shine.
The Lily O’Briens range is available from retailers nationwide, online at Lilyobriens.ie, from the factory shop in Newbridge, Co. Kildare and Kildare Village Outlet.
Legendary Irish chocolatier Lir is devoted to the magic and craft of turning the finest chocolate from around the world into hand-finished and hand-decorated works of art that are based on both traditional recipes and gloriously unfamiliar new combinations.
Following the hugely successful launch of the Lir Discovery Collection in Christmas 2017, Lir’s master chocolatier has created a stunning new range of Easter Eggs, which are sure to excite shoppers this Easter. The new range includes Lir Crispy Caramel Egg with Salted Caramel Truffles; Lir Cola and Popping Candy Egg with Milk Chocolate Truffles and the Lir White Chocolate Egg with Praline Truffles, all of which have an RRP of €9
The adventurous new range also includes the Belgian Chocolate Egg with a selection of Discovery Chocolates, available in both milk and dark chocolate varieties (RRP €13). Lir’s master chocolatier has used ingredients sourced from around the world to create exciting new flavours within the Easter Egg range, such as the Cranberry and Pistachio Egg with Chewy Pecan Chocolates and the Belgian Milk with Coconut and Almond Egg, which comes with a selection of truffles. At approx. 360g these two are the largest eggs in the range and have an RRP of €16.
For Valentine’s Day gifting, Lir’s Discovery collection offers luxurious, exciting flavours, such as Persian Lime Truffle, Raspberry and Pistachio Duo, Dark Chocolate Torte and Chewy Pecan Caramel, alongside classic, much-loved favourites like Praline and Coffee. In addition to the ‘Discovery’ collection, Lir also offers a delightful Dessert Collection and three irresistible flavours of cocoa-dusted Truffles: Salted Caramel, Marc de Champagne and Milk Chocolate. The Discovery Collection has an RRP of €13 (180g) and €24 (360g). The Dessert Collection’s RRP is €9 (145g) while the Truffles (168g) are priced at €9.50.
Lir is inspired by the legend of the Children of Lir, an epic tale of love, beauty, magic, passion and transformation. The company started out in humble fashion more than 30 years ago, on the kitchen table of co-founder Connie Doody, with a simple vision of creating joy and happiness for lovers of fine, chocolate confectionery. This latest range of hand-finished Easter Eggs remains true to that ethos and also demonstrates the excitement and innovation that Lir brings to the category.
For more, visit www.lirchocolates.com.
*(Source: Smurfit Kappa Confectionery Report, April 2016)