There’s no doubt that chocolate is a big part of Easter for many.
Mondelēz International ANZ Senior Brand Manager Snacking Jennifer Thomas says 88% of surveyed Australians are either buyers or consumers of Easter chocolate (Mondelēz Easter U&A Study).
“Easter confectionery is the most impulsive and one of the most expandable categories, with consumers seeking inspiring innovation and engaging in-store displays to entice purchase,” she says.
Ms Thomas says Easter 2022 was a “very successful” season, with Easter chocolate up 9.8% compared with the previous year (Nielsen Scan & Homescan, Easter Confec, Jan – Easter Sunday).
Among NPD unveiled this year was the Cadbury Dairy Milk Marble Bunny, Menz’s Violet Crumble and FruChocs Shake Me Eggs, and Streets’ Bubble O’Bill in its first Easter egg format.
Nestlé also launched a new Easter range packed without hard plastics, and Coles Local offered an exclusive range of Easter eggs from Great Ocean Road Chocolaterie across its Victorian stores.
Sweet success
Mondelēz “once again” delivered the highest retail sales value growth in the market for Easter 2022 compared with the previous year (Nielsen Scan & Homescan, Easter Confec, Jan – Easter Sunday), says Ms Thomas.
For Easter 2023, she says Mondelēz’s focus will be to continue to inspire generosity through its “seasonally special” Easter range, while “bringing to life” some new product offers.
“We have a marvellous line-up of new products launching for Easter ‘23,” she adds, “delivering fun and excitement to the Easter confectionery category through new textural eat experiences and delicious new flavours.”
Ms Thomas advises that “in-store execution is critical in ensuring consumers can easily navigate the Easter offer, with Cadbury POS providing a beacon to signal the season and support off-location displays and stock weight in-store”.
Read more about Easter planning in the November issue of Retail World.
