Last year the Easter rabbit stayed put, but this year it plans to hop

The premiumisation process didn’t stop

Easter confectionery was one of the biggest loser FMCG categories of the coronavirus pandemic that broke out in March 2020. Families spent their money on stockpiling food staples in this period, the shopping trips became shorter and the level of impulse buying reduced. Easter wasn’t even celebrated the same way as it is in an average year.

Franciska Marton
brand manager
Mondelēz

According to Franciska Marton, Mondelēz’s brand manager of seasonal and praline products, last year the Easter confectionery market became approximately 30 percent smaller. Sales by Mondelēz reduced by less than this, so the company’s market share actually increased. We learned that demand rose for premium products.

Viktor Nyitrai
key account manager
Szamos Marcipán

Viktor Nyitrai, Szamos Marcipán Kft.’s key account manager agreed that consumers tend to prefer high quality products in this category too, for example there are only real chocolate hollow figures available in shops. He added that those manufacturers that mainly do pre-orders have a competitive advantage because they can make plans, while small manufacturers without pre-orders in certain sectors must be much more cautious.

A rosy future and sales concentration

Nikolett Vida-Szlávik, junior key account manager of Lindt & Sprüngli (CEE) s.r.o.’s Hungarian branch told our magazine: the perspectives of the Hungarian economy and the FMCG market are good if we look 3-5 years forward, and the premiumisation process will surely play a key role in the sales performance of Lindt products.

Kitti Végh
marketing manager
Nestlé Hungária

Kitti Végh, Nestlé Hungária Kft.’s marketing manager informed that they learned to live with the pandemic situation. It could be felt already before Christmas that seasonal sales were improving.

Confectionery makers are cautious about new innovations this year, they are relying on the success products of former seasons instead. Last year Easter eggs were the most popular from the Mondelēz portfolio – Oreo Bonbon Eggs and Egg’n’Spoon were the top products. Hollow chocolate figures came next in the popularity ranking. There will be new products in the 2021 portfolio, but the focus will be on keeping the core category stable.

Greater shopper experience and innovation for the long term

Nestlé also adds news products to its portfolio every year and 2021 will be no exception. At uncertain times like these traditions become more important for consumers, and the company’s objective is to react to this trend. In marketing communication Nestlé is focusing on point-of-sale advertising. The goal is to improve the shopper experience and establish a stronger presence for relevant products.

From the products of Szamos Marcipán classic seasonal desserts (marzipan figures and chocolate pralines) did the best in shops last year, but the milk chocolate rabbit figure that debuted in 2020 was also very successful. The company likes to innovate: right now they are busy developing products that can meet consumer taste in the long term.

Channels in focus – instead of new products

Lindt also believes that now isn’t the time to launch pioneering new innovations. The company will appear on store shelves with the already popular Lindt Gold Bunny and Lindor Egg products, in the formats shoppers are already familiar with. The company thinks important changes have occurred in the channel mix, with the online channel becoming more significant than ever before in 2020. Lindt will react to this trend with a massive online presence before Easter, and they are also very hopeful about their online shop, which was launched last year. Lindt also operates a chain of four physical stores, where a special product selection is waiting for customers. //