Easter

We see the Easter season being spilt into three phases that retailers should adopt early on to maximise sales across all confectionery categories.

Phase One, Early Season (First 7/8 weeks before Easter): This is where retailers should drive awareness with Mini Eggs and Self Treat products such as the Thorntons Bunny 29g, Ferrero Mini Eggs Hazelnut/Cocoa 100g or Kinder Easter Mini Eggs 75g.
Phase Two, Mid-season (4 weeks before Easter): This is when shoppers begin to actively think about Easter, and smaller eggs like the Kinder Moulded Bunny 75g and Kinder Surprise 100g will engage shoppers from the start of the season through to the main event.
Phase three, the main event: The shopper demand is very much for Easter Eggs of all sizes, as these are the ones to be given as gifts and to share. Retailers should ensure that their range of eggs appeals to the whole family, with offerings such as the Ferrero Collection Egg (240g) appealing to shoppers looking for a more premium option.

Product Recommendations

When it comes to Easter, retailers should focus on seasonal sharing and self-treat products in-store during February, with items like our Thorntons Bunny 29g, Ferrero Mini Eggs Hazelnut/Cocoa 100g or Kinder Joy 20g. Kicking off the occasion early with these SKUs will help to generate excitement for the Easter occasion, and drive sales from those customers who are looking forward to celebrating.

Particularly in the six week build up to the big day, token and novelty gifts become more of a priority for shoppers, so it is the perfect time for retailers to start stocking smaller eggs and chocolate models.