Nestlé Confectionery launches spring range
Nestlé Confectionery hopes to help convenience retailers make the most of the incremental sales and profit opportunities of the season through a clear focus on Easter immediate consumption early in the season.
Last spring confectionery sales increased by 4%. This growth came from existing shoppers buying more often and buying more packs. Easter immediate consumption saw the biggest sales growth. For 2012, 60% of Nestlé Confectionery’s range will be new or renovated.
The immediate consumption category makes up 75% of total Easter sales and visibility early season is vital to success. The two key focus areas within immediate consumption are seasonal impulse (novelty impulse treats) and mini eggs.
With a higher penetration than filled eggs, seasonal impulse sales soared last spring in the convenience channel up 22%, worth £5.7m. In 2011, NPD accounted for 25% of total seasonal impulse sales.
Launched in January, Aero Lamb was the No. 1 piece of innovation across the total spring market – generating £2.7m in sales. New for spring 2012, Aero Lamb will be back The Aero Mint Lamb will come in a convenient smaller 30 count outer ideal for placing at the till point to maximise those all-important impulse sales.
Joining the Nestlé Confectionery collection of springtime treats is Smarties Little Choc Chick. Containing no artificial colours, flavours or preservatives, it is a foiled wrapped, hollow milk chocolate chick filled with mini Smarties (RRP 65p). It comes in a 24 count display outer.
Mini eggs account for almost 30% of total Easter sales within the convenience channel. Worth a massive £9.4m and sales growth of 17% last Easter – mini egg sales show no signs of slowing. Sales of Nestlé Confectionery mini eggs vastly outperformed the total sales in convenience and saw an increase of 30%. In 2012, Smarties Mini Eggs will benefit from refreshed branding to increase the seasonal appeal of the product. The Milkybar egg was the only small egg to grow in Easter 2011 – growing by 4% and will be available alongside the Smarties Henhouse for Spring 2012.
Last Spring sales of sugar cartons grew by 8% in the convenience channel. Playing on the strengths of the Randoms brand, Nestlé is introducing a springtime Rowntree’s Randoms carton (RRP £4.07) complete with Easter inspired characters. Other products include the Kit Kat mug egg (RRP £5.99), the Quality Street insider egg (RRP £5.40) and the male-orientated retro Yorkie Digger egg (RRP£5.59).
Graham Walker, Nestlé UK Trade Communications Manager, concludes, “For convenience retailers to really make the most of the seasonal sales opportunity that spring offers, they absolutely must stock immediate consumption products. For those who can accommodate, Nestlé has designed an extended range with the convenience retailer in mind so they can win big next spring. Ultimately, the boost in profits will come from immediate consumption and retailers should get off to fast start by stocking up in January and maintaining visibility throughout the season.”
