What has happened to last year’s chocolate rabbit?

Lilla Kelemen, brand manager of Nestlé Hungária Kft.:

More, less

Although the net incomes of Hungarian consumers have grown considerably in recent years, the rate of the inflation was even bigger, so purchasing power parity decreased significantly. Shoppers can buy much less while spending more money. In stores fewer types of products are available, and in smaller quantities than before.

“We must also accept the fact that fewer and fewer families follow the traditions. Many families go on an excursion or spend the Easter long weekend somewhere.”

Still, the value of Easter gifts purchased per person keeps increasing.

New innovations everywhere

The Easter of 2022 brought good results for Nestlé, as sales grew in every segment for every brand. KITKAT performed exceptionally well, producing a double-digit sales growth in value, with chocolate rabbits being the most popular. KITKAT filled chocolates are gluten-free, so they can reach a bigger target group. This year’s new innovations include KITKAT Easter eggs, while SMARTIES will surprise shoppers with bags of sweets. BOCI’s Easter portfolio got a brand new look and some new products.

The egg hunt is on!

Last year Easter chocolate figure sales grew above the market average for Mondelez. From hollow chocolate figures rabbits and eggs performed the best, while among gift selections those containing plush figures were the most popular. This year Mondelez will appear on stores shelves with a special new product: Egg’cellent is a filled chocolate egg, which looks like a real egg when cut in half. The company will also launch an Oreo rabbit selection in the sweets bag segment. In Milka’s offering shoppers find everything they need for an Easter egg hunt: they can buy various types of chocolate eggs separately, but there is also a Milka egg hunt pack available.

Rabbits in spring clothes

Last year the best-selling Easter products were 40% milk chocolate Easter rabbits for Szerencsi, together with the product’s diabetic variant. Szerencsi’s dragée eggs, jelly-filled half eggs and egg figures followed in the popularity ranking. For 2023 the company gave products a new graphic design, with the exception of rabbits that will get a new look in 2024. Szerencsi Tapsi products will be waiting for shoppers on store shelves in pastel colours. In the same range there is also a new innovation, called Tapsi 127g, with 3 types of cream filling (strawberry, hazelnut and eggnog). //