Branded rabbits and eggs dominate this year’s Easter too

If we examine data by Nielsen, we can see that the market of Easter seasonal products does surprisingly well in terms of value. The economic crisis seems to discard low quality products – volume sales fell much more than value sales. According to Ilona Halászné Boldizsár, Bonbonetti Choco Kft.’s product manager consumers tend to favour products made from real chocolate. These branded products are more expensive, but conscious consumers are looking for quality. Private labels managed to increase their market share by 6.8 percent in volume, but Nestlé is still the market leader with a 24-percent value share – informs Andrea Szabó, Nestlé Hungária Kft.’s junior brand manager, adding that their BOCI brand was the most sought for on the market: with its 8.2-percent volume share it is number one on the market among branded products. As for Easter packages, their market share decreased together with the market in total, but their proportion within sales did not decline, so we can say that this rather new category found its place on the market. Packages without toys managed to carve out 7 percent of the market last season, while more expensive ones with toys had a 3-percent share in terms of volume, reported Nielsen. This year Nestlé offers 3 products in the category of Easter bags without toys: the133-gram BOCI, the 170-gram BALATON and the 205.5-gram SMARTIES bag. In the next Easter season too Bonbonetti will sell gift packages under the popular Tibi and Disney brand names. The Tibi bag will include cute Ladybird and Bee puppets, while the Disney bag will contain an Easter mug, alongside the recently introduced Disney BonBall pralines and Disney chocolate figures. The highest number of new products appears among chocolate figures that realise 90 percent of sales; rabbits and eggs sell in about the same proportion. Bonbonetti made slight changes on its Tibi and Disney ranges: 18-gram Tibi milk chocolate Easter eggs will be distributed with more red eggs; the 18-gram Disney milk chocolate eggs will be sold in a plastic cylinder. Nestlé will come out with BALATON Kacsa (70gr). In the BOCI gift bag a cute little cow figure awaits children. The 117.5-gram milk chocolate SMARTIES chicken hides a SMARTIES egg inside. Under the BOCI brand they will offer mini milk chocolate eggs filled with hazelnut cream.