Easter will have more new products and prices in 2015

The increase in the price of cocoa and the high-dollar, in addition to the expansion of energy prices and higher wages in the industry, will make the eggs and other chocolate rise between 8% and 10% on this Easter, they say the major manufacturers.
Both companies as the Associação Brasileira da Indústria de Chocolates, cocoa, peanuts, hard candies and derivatives (Abicab) pointing to stability in sales in 2015. Last year, 20.2 million tons were produced by the chocolate industry and chocolaterias, which corresponded to about 100.2 million Easter eggs, according to data from Nielsen consulting.
Nestlé still calculates the final prices of their items, but the estimate is that the high turn around 10%. Already the Arcor asserts that the variation is between 8% and 10%, depending on the product, and the Boy points out an increase of 8%.
To circumvent the highest price, the way is to appeal to innovation — with new products — and for purchases on impulse.
With a portfolio of 45 items for Easter and a market share of 36.9% in terms of value, the Lacta points a production of 26 million eggs for this year, which represents a volume close to last year. One of the bets of the manufacturer, which holds the largest market share in value, are the pré-páscoa products, which are smaller items — like tablets and mini eggs — and minor disbursement, to stimulate impulse buying.
"In addition, we had to restructure the portfolio and the arrival of new products: Oreo eggs, Toasted Coconut and strawberry Bis Amey Due", says Rajan Varghese, Marketing Manager of Easter Mondelez Brazil, owner of the brand Lacta, which reports on the high price of their products.
To draw the attention of consumers, the company will invest in actions in points of sale and in the digital world. "Most consumers don't know what to buy and when searching a gift doesn't like risk. Have recognised consumer brands is also very important, "says Mondelez Executive, pointing Waltz Dream and black diamond as more brands sold at Easter.
Third largest player in the market with 8.3% of the market share in value, Arcor has renewed its portfolio completely, which now has 29 products, and estimates a production for this year of seven million units. Despite the news for the adult audience, with the eggs Bon Bon Kiss and Arcor 70% Bittersweet, the big bet are still children. The company holds the third largest market share of the children's segment, with 18.1 percent of the market.
"The adult market is very attractive, but we focus on children because chocolate turtle, most important brand for us and that will be the star of our portfolio, is for this audience," explains Marketing Manager of chocolates from Arcor, Nicolas Seijas. The chocolate turtle family increased with the arrival of the chocolate turtle eggs Magical Surprises, chocolate turtle plush, chocolate turtle Case, chocolate turtle Confectionery and the chocolate turtle Headphone.
"Licensing is also important. Besides Patati Patato, and eggs Disney Fairies and Rapunzel, the egg of Princess Sofia is the big bet of the company in 2015 ", complete Seijas. The Arcor is the only manufacturer in Brazil that holds the license for the character, success among children. In total, the company will invest about R $ 6 million in stock, very focused at the points of sale.
Nestle already bet on an Easter "far beyond the egg", with a series of actions that promote different experiences with their brands.
The streets of Sao Paulo and Curitiba, the surprises will come by taxi. In an unprecedented partnership with the 99Taxis, the company makes available to users of the application the "Cab Rabbit", which will distribute prizes. Another surprise is the app "Radar of Eggs", in which parents may hide the gifts and set up tips for the traditional egg hunt.
"Nestle believes that Easter is a unique moment in the year and an opportunity to gather family and friends, as well as resume and traditions provide happy moments. That's why we're bringing special and unusual actions, which will bring new experiences to the public, in addition to offering a portfolio with options for all profiles and tastes, "says Pedro Abondanza, Marketing Manager of Nestlé.
But without leaving the chocolate aside, the manufacturer will have a Switzerland an offer 29 Easter products. The highlights are the special eggs of the major brands of the company, such as KitKat, Aero and Alpine Galak.
Its classic brands are also the bet of Brazilian Chocolates Garoto. Talent, Lipstick and Serenade of Love, who helped build the history of the company, reach the market with highlight and variations. There are 23 items with chocolate Boy, which was reworked to suit the palate of their customers. The major release is the Baton of egg spoon.