Easter is no longer all about shell eggs for the convenience retailer - the multiples have got most of that market tied up - so now the biggest profit opportunity lies in filled and mini eggs, says Reem Kahil, confectionery buyer for Palmer and Harvey.
Generating great Easter sales needs great execution. The first orders for Easter are placed in September, with the first orders arriving the first week of December. And to get off to flying start many retailers put out Cadbury's Creme Eggs just before Christmas - it's the number one selling confectionery line from January through to Easter.
About a month before the big event is when the full core Easter range has to hit the shelves for full impact.
"A retailer has to get in a tight core range for Easter and create a good gondola end with eye-catching point of display and a few good deals for the consumer," explains Reem. "Cadbury Creme Eggs is the most important line for the convenience retailer, but a good core range has also got to include a few shell eggs, a couple of boxes of chocolate and some novelty and impulse lines."
Filled and Mini Eggs
The lure of the Cadbury Creme Egg seem so be too much for most consumers and retailer should get a hod unit out by the till or a main through-way in January to help sales take off. "If a consumer can see a Creme Egg they'll pick one up," says Reem. "Retailers should set up a 'two for 80p' deal, run in conjunction with Cadbury's Caramel filled egg, to drive sales further." Not everyone likes a Creme Egg, so Mars Galaxy Egg is a popular alternative, while Lindor Milk and Thorntons Praline filled egg offer a more premium choice. Filled eggs are joined by mini eggs for the bulk of a convenience retailer's Easter business. Cadbury's Mini Eggs is the best-selling mini egg and is available on clip strips for multiple sitings. Lindor Mini Eggs provide a good premium alternative.
Shell Eggs
Although the major multiples make it difficult to compete on price, there is still a sales opportunity in shell eggs for the convenience retailer. Reem says: "People on the way to visit family over Easter will need convenience stores and forecourts for their 'distress' purchases. This means that convenience retailers - forecourts especially - can afford to stock a more premium offer." But it is also wise to offer a small selection of Cadbury's, Mars and Nestle shell eggs and include a few offers, such as the 'two for £2.50' on small eggs available through Mace.
Boxed chocolates
As Easter is a time for visiting family and friends, convenience retailers need to stock a small selection of boxed chocolates, such as Milk Tray, Thorntons, Lindt and Dairy Box, that can be picked up as a gift. Another opportunity for extra sales is twist wrapped chocolate boxes, such as Celebrations, Heroes, Roses and Quality Street, as they are good for sharing at family gatherings.
Novelty and impulse lines
One of the great successes in new product development has been the MaltEaster Bunny from Mars. The impulse line was launched last year and added £3m worth of incremental sales in just one month. This year, demand has been "phenomenal" and Mars are all out of stock. Cadbury and Nestle have brought out their own Kit Kat Bunny and Caramel Bunny impulse lines this year too. The Lindt Gold Bunny is one of the best selling Easter novelty lines and has continued to grow in sales. Mace runs a 'two for £5' offer on the bunny and Reem recommends putting the line on the seasonal gondola end. She concludes: "As long as a retailer can get a good core range out on a gondola end - and make the most of Cadbury Creme Eggs - then Easter will be a success."