How To Make The Spring Mini-Seasons Simple

Hi,

Spring giving and sharing is almost a third the size of traditional Easter1, making it a key opportunity for retailers. Mondelēz International is the number one manufacturer during the spring season, accounting for 24 per cent of sales2.

Mini-seasons are important to Total Spring with Valentine’s Day and Mother’s Day being the key to the success of giving and sharing during the season, worth £33.3m and £31.5m in value sales respectively3.

Valentine’s Day is the largest mini season at £33.3 million, and the fastest growing at 6 per cent4. Meanwhile, Mother’s Day is worth over £31.5 million and growing significantly at 6 per cent year on year5.

To make the most of sales during these mini-seasons, independents and symbols should concentrate on two best-selling SKUs – Cadbury Roses and Cadbury Milk Tray.

Cadbury Roses & Cadbury Milk Tray 

The number one product in independents and symbols at Valentine’s Day and Mother’s Day is Cadbury Milk Tray, which rose by 13 per cent in value last year6. The brand will celebrate its 100th anniversary in 2015, and plans for high-profile marketing activity to mark the occasion will keep it front of mind for consumers throughout the season.

Worth £50.5m7, Cadbury Roses is the number one twist wrap at Valentine’s Day and Mother’s Day8, with a carton the ideal way to say thank you mum.

Dave

1 Nielsen Scantrack Giving and Sharing including Pralines and Gift Block YTD to WE 19.04.14
2 Nielsen Scantrack Giving and Sharing including Pralines and Gift Block YTD to WE 19.04.14
3AC Nielsen value sales 2 weeks prior to each occasion (including gift block, pralines and Valentine’s seasonal Novelties
4AC Nielsen Pralines, Gift Block & Valentine’s Seasonal Novelties value sales: 2 wks to WE 16/03/2014 vs PY
5AC Nielsen value sales,: 2 wks to WE 30/03/2014
6AC Nielsen Pralines, Gift Block & Valentine’s Seasonal Novelties value sales: 2 wks to WE 16/03/2014 vs PY
7AC Nielsen Pralines Total Brand MAT 14/06/14
8AC Nielsen value sales 2 weeks prior to each occasion