Sweet success for seasonal chocolates.

Recently I read a promotion by fashion mail order house Boden in the lead up to the Easter weekend that Clothes are the new Chocolate.  Quite a sweet statement I must say to lure my attention, being both a clothes and a chocolate lover.

Easter Chocolates in Foil in Cello Bag sold at Dobbies.

While fashion retailers have reported mixed results during the Spring launch season, chocolates are one of the areas that have been doing well.

In the UK Brits spent a delicious £374 million on Easter confectionery last year. This figure was provided by retail research experts at Mintel that has revealed that confectionery continues to drive Easter purchases in the UK with 49% of Easter shoppers buying chocolate gifts in 2016.

What is more, expenditure on confectionery accounted for approximately 68% of all Easter product spending.

However, the Mintel report also revealed that across the globe as in the UK seasonal launches accounted for one quarter (25%) of global chocolate new product launches in 2016, the biggest area of chocolate new product development (NPD) according to Mintel Global New Products Database (GNPD).

In 2016, some 28% of seasonal launches globally were positioned for Easter, highlighting the ongoing popularity of eggs, bunnies and other chocolate treats.  This makes Easter a growing retail season to match Christmas.

Those countries accounting for the most Easter chocolate innovation include Brazil, which accounted for 14% of global Easter chocolate product launches, France with an 11% share and South Africa with a 10% share.

"Seasonal chocolate is immune to recessionary pressures as these products are bought on an occasional basis."

Overall, launch activity in the confectionery category was somewhat restrained in 2016. The number of chocolate confectionery launches globally grew by just 3% between 2015 and 2016.

Marcia Mogelonsky, Director of Insight, Mintel Food and Drink, said: “Our research shows that seasonal chocolate tops all chocolate new product development, a testament to the popularity of seasonal treats among consumers across the globe. This reflects the fact that these products are typically bought to help celebrate holidays or special occasions. With this in mind, seasonal chocolate is somewhat immune to recessionary pressures as these products are bought on an occasional basis.”

“In countries where Easter is celebrated, there has been a broad range of new chocolate products coming to market. Easter egg innovation is especially interesting as manufacturers experiment with a range of products, from sweet to savoury. In 2016, the UK market saw growth in Easter treats in terms of both volume and value; however, value growth was highest, suggesting consumers may be investing in slightly more premium chocolate products as brands increasingly expand their offer.” Added Marcia.