All the big confectionery holidays - Valentine’s Day, Easter, Halloween and Christmas - offer a wide variety of usage occasions to merchandise against in store and online, the NCA reports in its latest consumer insights survey. Examples are crafting, baking, candy bowls and decorating using seasonal candy. Engagement among parents is highest across all activities, it states.
“Throughout the past year, Americans have looked to chocolate and candy at the holiday for a small sense of normalcy in a challenging time,” says John Downs, NCA president & CEO. “Most consumers believe that physical wellness and emotional well-being are connected, and that enjoying the occasional treat can bring some comfort during the pandemic – especially at holidays like Easter.”
The NCA says supporting the seasons with strong merchandising and operational planning/execution can pay off big, with trade efficiency upwards of 75%. Feature and display support generates an average increase in volume of near 300% for seasonal chocolate and near 200% for seasonal non-chocolate. “Get out early and finish strong!” is its advice to its members.
The NCA’s Easter Central portal also helps consumers celebrate the holiday with balance in mind, with tips for treating responsibly, fun facts about special Easter treats like jelly beans and insights about how people treat at this important candy moment.
Some more fun facts unearthed by the NCA about Easter include:
• 85% of Americans who make Easter baskets include chocolate and candy in their baskets
• 87% of people who celebrate Easter enjoy Easter-themed seasonal chocolate and candy
• Nearly half of Americans identify chocolate eggs or bunnies as their favourite Easter treats, with 19% preferring jelly beans
• An overwhelming 78% of people say they eat their chocolate bunnies ears first, with the other 22% split evenly between feet first and tail first
• Most people in the US enjoy chocolate and candy 2-3 times per week, averaging about 40 calories per day and about one teaspoon of added sugar per day
- For more insights on Easter and an integrated look at the confectionery shopper and the trends impacting purchasing patterns, check out NCA’s annual State of Treating research report. The report offers a full picture of the strength and resiliency of the confectionery category – even during an unprecedented year.