Unique festive opportunity

Focusing on core categories will let local retailers finish the year on a high note with Christmas and the winter World Cup presenting lots of opportunities.

by Elena Dimama.

This festive season promises to be a particularly good one for local retailers this year thanks to the convergence of the traditional festive peak, the first-ever winter World Cup and the first Christmas post-lockdown.

The year, as a whole, has been unpredictable, and even downright depressing, but Christmas is always guaranteed to uplift sales, at least in particular categories.

Despite the difficulties posed last year, Brits still splurged on Christmas celebrations, according to Kantar Worldpanel. Sales of sweet treats reached £62m in December 2021, while a similar amount (£61m) was spent on Christmas chocolates too, with sales soaring by 21%.

The biggest winners

“With two years of muted celebrations behind us, we’re anticipating this year’s festivities will be bigger than ever as consumers hope to host larger, restriction-free gatherings with family and friends,” Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I, says.

“Seasonal snacks continue to form a key part of the nation’s festive routine when it comes to getting together for Christmas and, despite Covid-19 rearing its head once more, 2021 was no exception,” she adds.

The company ensured it was ready for Christmas by giving its McVitie’s Victoria brand a revamp, introducing a new “ultra-premium” assortment – McVitie’s Victoria Chocolate Creations – and refreshing its core McVitie’s Victoria assortment. “This year’s assortment comprises our most chocolately line-up yet, with 50% new biscuits. Using the legacy of seasonal staples, such as McVitie’s Victoria, will help retailers capitalise on bumper sweet seasonal sales – set to exceed last year’s £174m,” Turhan explains.

Confectionery is king

Confectionery is also in prime position to drive growth again this Christmas. “Christmas is one of the biggest events in the sugar confectionery calendar and is set to be a huge for 2022 as consumers have resumed their pre-Covid lifestyles,” Mark Walker, Sales Director at Swizzels, says.

“Therefore, it’s essential to stock a range of bestselling, well-known brands to entice retailers that are hoping to appeal to customers that plan on making the most of the festivities.” Swizzels’ Variety bags have recently been rebranded to include everyone’s favourites in three different packs, such as Luscious Lollies 176g, Scrumptious Sweets 173g, and Curious Chews 171g. Swizzels is once again rolling out its Sweet Shop Favourites Tub, which saw a 171% uplift last Christmas. Finally, its new Very Berry chew bars build on the success of the company’s agreed licence with Universal, which included the launch of its Minions-themed range.

Mars attacks

Meanwhile, Mars Wrigley is looking to seize the festive opportunity with a host of new products. New for 2022 are M&M’S Santas; Maltesers Mint Reindeers, which come in both 29g self-eat bars and 59g sharing bags; Galaxy Truffles Assortment; and Maltesers Assorted Truffles. Returning Christmas favourites include the original Maltesers Reindeers and Christmas classics such as Celebrations tubs – which have had a brand refresh and now stand out better on shelf – alongside luxury truffles from Galaxy and Maltesers Truffles in white, milk and assorted flavours.

“Christmas remains the biggest occasion for retailers when it comes to chocolate sales, as people celebrate the festive season not only by buying for others, but also for themselves. Cybi Capaldi, Senior Brand Manager, Seasons & Gifting, Mars Wrigley explains. “This year the selection of chocolates from Mars Wrigley not only taps into current taste trends, such as white and mint chocolate, but also offers a range of pack sizes from its iconic Christmas classics to suit all customers’ needs and budgets.”