RETAILERS should have begun their push for Easter sales last month according to wholesaler Bestway Batleys.
And the company reckons c-store operators will achieve the greatest Easter confectionery sales by concentrating on impulse lines.
Mumtaz Ali, senior category manager for impulse at Bestway, said: “Over 85% of Easter confectionery sales in convenience are in impulse.
“Impulse products will deliver more profit per square foot over a longer period and it is this that retailers should be focusing on.”
“Moreover as these are impulsive lines, there is less pressure for these types of product to sell before Easter Sunday, meaning retailers can continue to sell at full RRP post-Easter rather than be left with shell eggs that have to be discounted.”
Impulse products from Mondelez International include Cadbury Creme Egg and Cadbury Mini Eggs.
A highlight of this year’s Creme Egg marketing is the Gooless Egg promotion.
One consumer every day will find a Gooless egg and win up to £1,000. And Mondelez will match prizes for the retailers who sell the winning eggs.
Mars has reported 34% growth in sales of the Malteaster Bunny since it was introduced five years ago.
It is available this year as a single bunny or in a sharing pack of Malteaster Mini Bunnies.
Nestlé Easter season confectionery lines for 2015 include Smarties Little Choc Chick and Milkybar Bunny.
