Easter and convenience have a rocky relationship, but with the rising popularity of filled eggs and novelty items, c-stores can increase sales without having to clear their shelves in an attempt to compete with the mults.
By Kevin Scott
As another Easter comes around the lottery that it present convenience retailers with is likely to create more head scratching, but with the rise of ‘novelty’ lines and filled eggs, convenience stores can make something of the sales period without having to try and find the space for shell eggs that won’t be able to compete with the heavy discounting among multiples. Overall, shell eggs still remain the highest grossing sector of the Easter market with sales of almost £140m, but last year sales were down 5.5%, while sales of novelty lines were up 17.6% to £41m. Filled eggs also saw strong growth of 19.3% to just under £40m.
This doesn’t necessarily mean that convenience is going to be a huge beneficiary of these trends in 2014, however with a long run (Easter Sunday falls on 20th April) there’s more days to make money. Cadbury has always held itself well over Easter – the top two products over the season, Creme Egg and Mini Eggs are both Cadbury brands. Combine them and you have a 37.9% share of the Easter market in convenience, so it goes without saying that these two signpost products should be front and centre of any Easter planning. Aside from focussing on immediate consumption products, Susan Nash, Trade Communications Manager at Mondelez International, says: “Where convenience store owners are considering shell eggs, we recommend focusing on medium shell eggs from top-selling brands – in 2013, Cadbury Creme Egg Medium was the number one shell egg in independents and symbols.” Sporting a brand new look for 2014, Mars Chocolate UK’s much loved Easter range is gearing up to make a welcome return to stores.
Launched for Confectionery’s most hotly anticipated season, Mars Chocolate UK’s 2014 Easter range will include a number of new products, as well as the return of bestselling favourites. In addition, 2014 will see the launch of fresh new packaging across the entire Galaxy range as well as an even bigger Maltesers range, capitalising on the fantastic success of Maltesers Teasers. Nicola Lacey, Central Sales Director, Mars Chocolate UK, says: “Easter offers retailers a range of opportunities to boost confectionery sales and tap into consumer trends. At Mars Chocolate we are committed to ensuring that retailers are well prepared for the season so that they can make the most of the opportunities that the holiday has to offer. With Easter falling towards the end of April this year, retailers have the chance to sell gifts and treats over an extended period.”
Galaxy refresh
With brand new packaging across the Galaxy range, Easter 2014 will feature a fresh new look for the brand. Available in medium, large and luxury branded eggs, as well as self-eat filled eggs, the redesigned Galaxy looks set for success following 18% growth last year. The Galaxy Chocolate Caramel Filled Egg, with a smooth chocolate caramel centre, and Galaxy Bubbles Filled Egg, with a delightfully bubbly Galaxy centre, are also back following 35% growth last year. This demonstrates the focus consumers are putting on self-eat products over the Easter season and retailers are advised to stock up in 2014.
Creme Egg bites into biscuits
Burton’s Biscuit Company is created a bit of novel excitement this Easter with the launch of Cadbury Creme Egg Biscuits. Available as a limited edition until the end of Easter, Cadbury Creme Egg Biscuits will join Burton’s £10m Cadbury Special Occasions Biscuits range which comprises Cadbury Dairy Milk, Crunchie, Caramel, Bournville and Turkish Biscuits. Cadbury Creme Egg Biscuits (106g) will be presented in outers of 12, with an rrp of £1.79.
Cadbury Caramel Bunny bounces in store
In 2014, Cadbury Dairy Milk Caramel Bunny will be available in a new 20g self-eat format. Featuring the usual caramel coated in Cadbury Dairy Milk shaped in a cute rabbit shape, the new product delivers on customer appeal for a seasonal product to indulge in as a sweet treat, says Mondelez. The new treat has an rrp of 40p.Cadbury says that with the popularity of the product, offering it in a new, smaller format means retailers can take advantage of customers who are looking for more of a personal treat.
Kinder offers new surprises
Kinder is launching the Kinder Surprise Bunny (rrp £2.50) with a makeover for 2014, including a new shape, new look and a surprise toy inside. This month will also see a second burst of Kinder Surprise Pink and Blue Eggs, with toys from Marvel Heroes and Disney Princess. Every coloured single egg will feature a licensed toy, while each three pack will contain one licensed toy and two Kinder Surprise toys. Kinder is also launching new Kinder Surprise Pink and Blue Easter Eggs this Spring.
Egg N Spoon races onto shelves
Cadbury Dairy Milk ‘Egg ‘n’ Spoon’, a limited edition sharing novelty for Easter 2013, was a big success for Mondelez International. This fun and playful product features individually wrapped milk chocolate egg shells filled with a light fluffy mousse, packaged in traditional egg cartons with spoons inside. The product achieved sales of £6.1m over Easter, making it the biggest NPD of Spring 2013 – and this year promises to be even bigger, with a £3m UK marketing investment including TV, outdoor, social media and digital activity.
Having your cake
Cadbury Cakes, produced under licence from Premier Foods will be introducing a new flavour to the existing £47m Total Mini Rolls range, Choc Orange Mini Roll (rrp £1). The new flavour will include a packaging design in line with the core Mini Roll range and to be suitable on-shelf for the build up to Easter. Cadbury Choc Orange Mini Rolls consists of chocolate sponge, with orange flavoured crème covered in milk chocolate. Cadbury Lemon Cake Bars (rrp £1) will undergo a packaging redesign, featuring a more subtle Easter focus in order to extend its relevance in the build up to Easter.
Ferrero Bunnies multiply
Building on the success of the 100g Ferrero Bunny which launched last year, Ferrero is launching a 60g novelty Bunny (rrp £1.99). The company is also introducing a new premium offering for Easter 2014 – the Ferrero Rocher Plastic Egg (rrp £5.49). The seasonal gift pack is a luxurious alternative to traditional Easter Eggs and a perfect tasty treat for grown-ups. The egg contains 16 Ferrero Rocher making it a great way to share with friends this Easter.
Maltesers set for strong Easter
Maltesers has had an incredibly successful year, growing 28%, and currently the number one in the Bitesize category, putting it in a strong position going into Easter. Six years since first appearing on shelves, the Malteaster bunny has become an Easter must-have and it will be joined this year by Maltesers Teasers. Already a favourite for many, 2014 will see Maltesers Teasers make an appearance as a perfectly packaged large egg.
Gooless promo to drive Creme Egg
In 2013, Cadbury Creme Egg single format saw a 44% year on year increase in unit sales in January, bringing in 20% more consumers throughout the total season compared to the year before. With a major ‘Gooless’ promotion in convenience helping to engage customers and drive impulse purchases. This year, Gooless is going to be even bigger and better, with more prizes, more marketing investment and new, bespoke point of sale to help the impulse channel make the most of the promotion.
Nestlé sees the novelty of Easter
Key products from Nestlé Confectionery that are ideal for convenience shopping missions include a number of impulse lines such as Smarties Little Choc Chic and Milkybar Bunny. For last minute gifting the company will be pushing its large Insider Eggs from Quality Street, After Eight, Munchies And Rowntrees Randoms. There is something for everyone in the range. The company also has high hopes for its Smarties Hen, which is a hollow chocolate hen-shaped character complete with Smarties inside).
