Begin the festive chocolate season before Halloween says confectionery giant
CHRISTMAS comes but once a year and when it does it comes in October, or at least the chocolate countdown does. That was the message last month for convenience retailers from Cadbury brand owner Mondelez International as it launched its Christmas range for 2016.
The firm’s festive presentation said confectionery remains at the heart of Christmas and was worth £706m in 2015, according to Nielsen Scantrack data.
And it proved particularly relevant in the convenience channel the firm said. Nielsen research showed total chocolate sales in the final three months of 2015 up 2% on the same period the previous year in c-stores. And seasonal novelty sales were up by 3.7%.
It said retailers should get ready early for the Christmas period and start the countdown in October by stocking single-serve treats it calls “self-eats”.
In November it reckons it will be time for advent products and festive novelty lines.
And then in December it says the full “magic of Christmas” can be unveiled with selection boxes, Christmas-themed gifts, family sharing lines and top-up gifts.
The Mondelez announcements said the firm plays a leading role at Christmas and takes almost 30% of the total festive chocolate market, takes 49% of selection box sales, and has the number-one sellers in selection boxes, advent calendars and novelties.
This year it will give consumers in the convenience channel a chance to win £500 of shopping vouchers. Shoppers who buy three Cadbury products will receive a scratchcard. If the card reveals three Santas they win £500 of Love2Shop vouchers. Cadbury will match the prize for the retailer who issues the scratchcard too.
