With the top ten best-sellers across traditional Easter products[i] – including the iconic Cadbury Creme Egg and Cadbury Mini Eggs – Mondelēz International is once again ready to help retailers benefit from the seasonal opportunity.
Easter is the second largest confectionery season[ii] after Christmas, and Mondelēz International is proud to be the number one[iii] manufacturer during this egg-citing time.Consumers look for brands they know and trust, such as the nation’s favourite chocolate[iv]Cadbury, to deliver on familiarity and tasteparticularly through challenging times, making the brand a crucial part of a retailer’s Easter line-up.
To make the most of the season, retailers should splitEaster into three phases: getting off to a quick start, building momentum, and then gearing up for a ‘gifting finish’ as the festive period reaches its finale. The first of these phases, ‘fast start’ runs from January until Valentine’s Day.
Timing is particularly important next year as Easter Sunday falls on 4 April, making the season over a week shorter than last year. This means retailers should stock up on Easter products from the get-go to maximise the opportunity.
The ‘fast start’ phasefocuses on shoppers looking for treat products for themselves, such as Cadbury Creme Egg and Cadbury Mini Egg. With 84%[v] of shoppers who purchase Easter confectionery early intending to buy again, it’s important to have the products they’re looking for to meet these consumers’ shopping expectations.
As well as this, over half of Easter confectionery is consumed before Easter, strengthening how capturing consumers right at the beginning of the season is a great opportunity to drive spend and impulsivity in-store.
Cadbury, Cadbury Mini Eggs and Cadbury Creme Egg are the three biggest Easter brands[vi] and this trio kicks off the ‘Fast Start’ phase, setting retailers’ up for a cracking season.
Cadbury Creme Egg
Cadbury Creme Eggis an iconic product that kicks off the season, as the number one brand at Easter[vii].
Cadbury Creme Egg showed its strength through continuing to grow market share[viii] in 2020. As well as this, two out of three people[ix] buy Cadbury Creme Eggs for non-Easter related consumption, strengthening the importance of stocking up on the product from the beginning of the year and highlighting its prominence in the range.
Excitingly, this year Cadbury Creme Egg will be inviting shoppers to celebrate 50years of the beloved brand, as it hits its golden anniversary! This is to be celebrated with a new in-store promotion from the 26th December, designed at challenging shoppers to unwrap the shiny ‘Golden GoobileeCreme Egg’ in their local store and having the chance to win the incredible grand jackpot of £5K. As well as this, there are additional smaller cash-prizes up for grabs, maximising the opportunity to win.
But it doesn’t stop there – when a shopper wins, so too does the store! Independent retailers also have the chance to win a variety of cash-prizes or Amazon vouchers, up to £1000, with 30 golden eggs hidden within the convenience channel. To participate, retailers must use Cadbury promotional display material.
The new ’Golden Goobilee’ campaign will be supported by digital,OOH and surprising PR activities to drive excitement throughout the Easter season. The brand will also be rolling out a celebratory new retro pack design to grab shoppers’ attention in store and alert them to the occasion.
For more information and category advice , plus full T&Cs, please visit deliciousdisplay.co.uk.
Cadbury Mini Eggs
The Cadbury Mini Eggs 80g bag was the number one productacross all Easter SKUs in 2020[x]– with the brand accounting for 50%[xi]of total mini egg sales. As well as this, Cadbury Mini Eggs also had top performers across multiple Easter pack formats, making it the number two Easter brand overall.
As well as returning favourites, including treatsize, bags and multipacks, Cadbury Mini Eggs will be adding a new member to the portfolio for 2021 – the Cadbury Mini Eggs Tablet, turning one of the nation’s favourite[xii] Easter brands into a popular snacking format. Tablets are the heartland for the Cadbury brand, so this addition to the novelties range is sure to be a hit in-store. The new 110g bar will be available in cases of 20 at an RRP* of £1.49.
Cadbury Mini Eggs will be supported by a brand-new suite of POS material, matching the same eye-catching staple yellow colours of the brand’s aesthetic, as well as a new pack design across the products, to make them unmissable on shelf.
The Cadbury Dairy Milk mini filled egg range is a great offering for retailers to drive sales from the beginning of the season. Available in Cadbury Dairy Milk, Cadbury Dairy Milk with Oreo and Cadbury Dairy Milk with Daimflavours, these solid filled chocolate eggs are the perfect little treat to share and enjoy at home.
[i] Nielsen market excl. Discounters, till 11th April
[ii] HIM Shopper, total coverage + discounters sales data and Kantar World Panel TH+OOH confectionery 4 weekly data
[iii]Nielsen market excl. Discounters, till 11th April
[iv] Nielsen Total coverage including discounters, Value, MAT 16.05.20
[v]Kantar World Panel Take Home Easter Confectionery 2020
[vi] Nielsen market excl. Discounters, until 11.04.20
[vii] Nielsen Up to 17/04/2020 / Kantar FY 2020
[viii] Nielsen Up to 17/04/2020 / Kantar FY 2020
[ix] Kantar World Panel Take Home Chocolate 8 weeks to 23rdFeb 2020
[x] Nielsen TOTAL MARKET excluding discounters 20 WEEKS TRADE CONFEC DATA UP TO 12/11/2020
[xi] % of Total Mini Egg Category RSV Nielsen TOTAL MARKET excluding discounters 20 WEEKS TRADE CONFEC DATA UP TO 12/04/2020
[xii] Nielsen market excl. Discounters, till 11th April