food

Easter Chocolate Launches Jump 45%

EasterChocalate-Bunny-BOn a global basis, launches of Easter-themed chocolate products are up by a whopping 45% versus last Easter, reports Mintel.

“This year has proved to be a real hotbed of activity for Easter chocolate [new product development],” observes Marcia Mogelonsky, director of insight for Mintel Food and Drink, adding that Easter has always led other holidays in chocolate launches and sales.

One-quarter of all global chocolate launches in 2011 were for products with a seasonal positioning, including Easter, Christmas, Halloween and other holidays.

In fact, seasonal launches grew 6% last year, even as total global chocolate launches declined by 7%.

“Seasonal chocolate is more ‘recession resistant’ than the overall market, as the products have broad appeal as gifts for a wide range of recipients, from friends to relatives and co-workers,” notes Mogelonsky.

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In the U.S., the seasonal chocolate market totaled $4.9 billion last year, up 6.4% versus 2010. 

The U.S. is the leader in seasonal launches, with 18% of the global activity, followed by the U.K., with 12%, and Germany with 10%. Canada’s share is 7%, but it has seen the largest increase in seasonal launches (up 89% in 2011). Launches in the U.K. and France also rose substantially (by 53% and 41%, respectively).

However, chocolate launches for kids between 5 and 12 are declining. They dropped by 62% in both the U.S. and Brazil last year –-  countries struggling to stem childhood obesity. About 21% of parents report that during 2011, they switched to giving their children healthier treats than chocolate or candy for holidays. (Seasonal kids’ launches were static in the U.K.)

Launches of premium chocolate products also slowed by 10% globally last year, and by 28% in the U.S., 31% in the U.K. and 24% in Australia. Mintel attributes this in part to the rising costs of premium cocoa. Japan bucked the trend, launching 71% more premium chocolate products in 2011.

However, premium launches exhibited significant innovation. Chocolatiers experimented with a broad range of new ingredients, including more herbal and floral notes and savory and spicy themes such as bacon, curry and chili. 

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