Shoppers want more than just basic chocolate rabbits

Less impulsive shoppers in stores

“The price-sensitiveness of consumers reached the category of Easter products too by 2023, because of which basket sizes reduced and shoppers began downtrading. Plus the category has lost its impulsiveness as well”, says Ágnes Katona, brand and trade manager (seasonal products) of Nestlé Hungária Kft.

As for retail channels, more than 50% of sales are realised in hypermarkets and discounters. Hollow products still account for two thirds of sales.

Packs still have potential

“On the retail side, many chains are entering the market with fewer items, as they want to realise higher sales with the ‘less is more’ strategy, and they are wary of new products”, says Pál Molnár, commercial director of Szerencsi Bonbon Kft.

He believes that there is still potential in packs and various playful products. Traditional bunnies and eggs are already performing moderately well, while candies are in a declining trend. Purchasing power and consumer confidence are also plunging.

Focus on visibility

Nestlé’s ambition is to focus their 2024 innovations on one brand, more precisely on the segments where growth potential is visible. Several Nestlé products have been included in the 2023 Top 10 innovation list, including the SMARTIES Easter plush pack bundle and KITKAT caramel flavour mini filled eggs. When it comes to seasonal products, maximising visibility remains key for Nestlé, whether it is ATL or BTL communication.

Success products and new innovations

Szerencsi Bonbon Kft. believes that both success products and new innovations are needed for a good market performance. For them the real success products in 2023 were – besides 20g eggs and 50g rabbits – the egg dragée and the half-egg jelly, as well as the one of a kind Okostojás 20g milk chocolate that contains Omega3. In 2024 the ZERO milk chocolate rabbit and eggs and the packs made with them will be added to the seasonal selection. ZERO products are made from milk chocolate with sweetener instead of sugar.

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