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Easter: More than chocolate bunnies

Is it too early to be talking about Easter? In the retail industry, no. In fact, you probably didn’t even finish your chocolate Santa before the Easter bunnies started to creep on to the shelves.

Despite being a major calendar event, the success of Easter in the retail industry is significantly affected by timing. Last year the grocery market fell to its slowest pace of growth in 12 years. Data from the market research group Kantar says that a late Easter and a drop in grocery inflation, plus the growing influence of discounters piled pressure on Tesco, Sainsbury’s, Morrison’s and Asda.

However, it’s not all doom and gloom. The Easter egg market alone is worth around £365 million. The size of the market means there’s a lot of competition and this has meant brands have had to up their game, just take a look at the launch of both Marmite and Pot Noodle eggs. The Marmite’s UK head of licensing Julie McCleave said:

‘By broadening the appeal of the Easter egg fixture, we anticipate that the new additions will drive sales for retailers by offering an exciting new product from brands that consumers know and love.’

It’s a celebration that consumers obviously feel passionate about. Near outrage was caused this year when the Cadbury’s Creme Egg recipe was changed. Despite the controversy, Cadbury’s could benefit from a sales boost thanks to all the publicity surrounding the event.

It’s not just the confectionery sector that benefits, customers snap up a range of products including furniture and DIY and due to Easter amounting to a four-day weekend, it’s also a big trading period for food groups.

Last year, we worked hard to make sure that our clients’ brands were available in store, in the most effective positions and with the relevant POS. We worked in Tesco, Waitrose, Morrisons and Asda in both the grocery and chilled categories, delivering the following results:

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Get in touch to find out how we can help you to sell more this Easter.