Accelerating rearrangement in the market of figures

The decrease in popularity of nougat sweets in the market of seasonal figures made from sweets seems to be an irreversible process. Cheap and usually unbranded nougat sweets are losing their market share at an accelerated pace. Quality and brands seem to have prevailed at last. Last Easter, it became apparent that real milk chocolate is on the advance. – A 10 per cent shift in favour of milk chocolate took place last Easter and last Christmas as well – says Panna Miklós, brand manager of Nestlé Hungária. According to Nielsen data, hyper markets dominated seasonal Easter sales for the last two years, achieving a market share of 56 per cent. The 401-2 500 square meter category has been increasing its share by 1-2 peer cent annually for years. This means discount stores primarily, where milk chocolate figures have appeared on a seasonal basis. In December 2007 however, there was a shift towards hyper markets, where conditions for in-store sales promotion are more favourable. As a result of the shift towards milk chocolate and branded products, average prices rose by 14 per cent last year. Nestlé is again in the forefront of innovation. One fifth of their assortment is composed of new products. Filled eggs in four flavours have been added to the Boci product line, while another egg will be marketed under the Nestlé brand. Nestlé Hungária will use new and easier to use POS material to promote sales. Bonbonetti Kft will rely on its well known brands this Easter as well. Tibi is a quality products line for children, with renewed rabbit and eggs assortment. – We have a cheerful new graphic design on packaging and new flavours as well – says Beáta Kerülő. Tibi figures are made with tangerine flavoured milk chocolate and crisps. In the premium dessert category, Cherry Queen, Bonbonetti and Bonbonita products will be displayed on ¼ palettes. Seasonal Tibi products will be displayed on palettes in large stores, while tray displays will be used for Cherry Queen desserts in all stores.