Mintel: Easter-themed chocolate market ‘recession resistant’
CHICAGO — Global Easter-themed chocolate product launches have increased 45% over the past year, according to new Mintel research.
As Easter-themed new product development during 2012 has risen 45%, Mintel said that global new chocolate product launches declined by 7% between 2010 and 2011 — with global launches of premium chocolate products declining 10% — however, products with seasonal claims increased 6% over the same period. What’s more, 25% of all global chocolate launches in 2011 were for chocolate products with a "seasonal" positioning (e.g., Christmas-, Easter-, Halloween-themed, etc.).
In the United States, the seasonal chocolate market represented a $4.9 billion market in 2011, up 6.4% from 2010. Mintel also noted that the United States accounts for the largest percentage of all seasonal launches at 18%. Up north, Canada has seen the biggest increase in seasonal activity, increasing 89% between 2010 and 2011; the nation accounts for 7% of all NPD activity Mintel found.
But while seasonal activity is thriving, the number of seasonal launches aimed at children ages between 5 years and 12 years has declined in a number of regions over the past 12 months. In 2011, child-focused launches were down 62% in the United States, likely prompted by the shift towards healthier products due to the rising obesity rate, Mintel said.
"This year has proved to be a real hot-bed of activity for Easter chocolate NPD," said Marcia Mogelonsky, director of insight for Mintel Food and Drink. "Seasonal chocolate is, if anything 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. Easter has consistently led other holidays in innovation — and in sales — as it is a holiday with a strong affinity for confectionery through gift baskets, egg hunts, and other family-focused traditions."
Pepsi Next extends campaign with ‘Internet Taste Test’
PURCHASE, N.Y. — Pepsi Next is using social media for its latest marketing campaign.
Part of its "Drink it to Believe it" campaign, Pepsi Next, designed to provide consumers with real cola taste with 60% less sugar, has launched the "Internet Taste Test" on its Facebook page. The taste test taps comedians and actors from FunnyOrDie.com who will do their best impressions of selected consumer and notable personalities’ "online personas" trying Pepsi Next and use relevant information from their profiles, such as recent "experiences" and "likes." The first taste test kicks off with a video starring actor and comedian Rob Riggle, the company said.
"To launch Pepsi Next, we’re focused on getting consumers to ‘Drink it to Believe it’ — even online, in a fun and uniquely digital way," PepsiCo head of digital Shiv Singh said. "The Pepsi Next Internet Taste Test demonstrates how a brand can utilize social media to create consumer-driven, personalized branded entertainment."
Vapor expands e-cigarette line
HALLANDALE, Fla. — Vapor recently expanded its e-cigarette offerings across its Krave brand.
The company has constructed a complete retail-rack-ready, rechargeable e-cigarette program for its vendors of Krave1000 and Krave1001. The e-cigarettes are available in four versions featuring a high/low nicotine level option and tobacco and menthol flavors, along with starter kits and charger accessories.
The company’s Krave300 brand expands its flavor profile beyond tobacco and menthol with a Fruits Collection — which includes apple, blueberry, grape, peach and strawberry flavors — and a Sweets Collection — cappuccino, chocolate, red wine, spiced rum and vanilla. Vapor also is introducing Krave300 Bold, which features a 2.4% nicotine by volume strength.
The Krave300 lines are merchandised as part of a 10-unit, point-of-purchase display.