Easter sales grew 11%[i] last year in Independent and Symbol stores, with more consumers shopping locally. This season, Mondelēz International is proud to be the number one[ii] manufacturer once more during this egg-citing time, helping retailers cater for the surge in seasonal shoppers with new launches as well as returning favourites.

Purchasing a brand they recognise is the most important factor for a shopper at Easter[iii], making the nation’s favourite chocolate[iv] Cadbury, Cadbury Creme Egg and Cadbury Mini Eggs a crucial part of a retailer’s line-up.

Excitingly for 2022, joining the Cadbury family this year is the Cadbury Dairy Milk Hot Cross Bun Bar. The new cinnamon crunch flavoured bar is set to become a staple flavour of Easter, tapping into a much-loved Easter ritual of sharing hot cross buns. 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 18 at an RRP* of £1.40.

As well as this, iconic Easter favourites Cadbury Mini Eggs and Cadbury Creme Egg will once again return to kick off the ‘Fast Start’ phase, setting retailers up for a cracking season.

Timing is particularly important this year with Easter falling two weeks later in 2022, meaning there is a real opportunity to grow sales over the longer season. However, over half of Easter confectionery is consumed before Easter, showing just how important it is to capture consumers right at the beginning of the season to drive spend and impulsivity.

To make the most of the season, retailers should split Easter 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.

The ‘fast start’ phase focuses on shoppers looking for small treats for themselves, such as Cadbury Creme Egg and Cadbury Mini Eggs. With around three quarters of shoppers who purchase Easter confectionery early intending to buy again[v], it’s important to have the products they’re looking for to meet these consumers’ shopping expectations.

Cadbury Creme Egg

Easter wouldn’t be the same without Cadbury Creme Egg, with the iconic product kicking off the season as the number one brand at Easter[vi]. In fact – three Cadbury Creme Eggs are sold every second during the season[vii], making it a must-stock for retailers.

Two out of three people[viii] buy Cadbury Creme Eggs for non-Easter related consumption, showing the importance of stocking up on the product early and highlighting its prominence in the range.

Cadbury Creme Egg will also appear in an exciting new promotion this season, with the beloved egg half-covered in white chocolate. The strapline ‘How do you NOT eat yours?’ will span across POS in-store relating to highlight the promotion to consumers. But it doesn’t stop there: when a shopper wins, so too does the store with an opportunity for retailers to win Amazon vouchers of up to £1000. Stay tuned for more details to be revealed in the New Year!

Cadbury Mini Eggs

Cadbury Mini Eggs is a staple of Easter, with the 80g bag being the number one selling product across all Easter SKUs in 2021[ix].

Launched last year, the Cadbury Mini Eggs Tablet was the number one NPD[x], turning one of the nation’s favourite[xi] Easter brands into a popular snacking format. With the eye-catching staple yellow colours of the brand’s aesthetic and stand-out packing across its range, Cadbury Mini Eggs is unmissable on shelf.

Top tips for a fast start to the season

  • Order enough stock of the most-loved brands, including Cadbury Creme Egg and Cadbury Mini Eggs, focusing on Self Eat and Sharing
  • Signpost the season early and make customers aware through social media, creating a ‘seasonal space’, along with a strong Easter-focused aisle or fixture
  • Use POS from Easter favourites to highlight products and optimise sales

Retailers can find further confectionery and seasonal advice at www.deliciousdisplay.co.uk and should keep checking back for the full Mondelēz International 2022 Easter line-up.

[i] Snackchat, Understanding Easter Shopper Behaviour, April 2021

[ii] Nielsen market excl. Discounters, till 11th April

[iii] Nielsen, NIS, Various Marekts, Total Spring, Value Sales, 18wk to 03.04.21 vs 19wk to 10.04.20, IRI, Temple, Various Markets, Value Sales, 18wk to 04.04.21 vs 19 wk to 11.04.20

[iv] Nielsen Total coverage including discounters, Value, MAT 16.05.20

[v] Nielsen, NIS, Various Marekts, Total Spring, Value Sales, 18wk to 03.04.21 vs 19wk to 10.04.20, IRI, Temple, Various Markets, Value Sales, 18wk to 04.04.21 vs 19 wk to 11.04.20

[vi] Nielsen Insights, Total Market incl Discounters, 18 wks to 04.04.21

[vii] Nielsen Insights, Total Market excluding Discounters, 18 wks to 04.04.21

[viii] Nielsen, NIS, Various Marekts, Total Spring, Value Sales, 18wk to 03.04.21 vs 19wk to 10.04.20, IRI, Temple, Various Markets, Value Sales, 18wk to 04.04.21 vs 19 wk to 11.04.20

[ix] Nielsen Insights, Total Market excluding Discounters, 18 wks to 04.04.21

[x] Snackchat, Understanding Easter Shopper Behaviour, April 2021

[xi] Nielsen market excl. Discounters, till 11th April

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