Celebration should not be missed this Easter Sunday, the first in which many families have been reunited since the beginning of the pandemic. Already the chocolate egg should prove to be much scarcer or, at least, more modest in relation to last year’s celebration.
According to a survey carried out by the research platform Toluna, almost half of Brazilian consumers (48%) bought fewer chocolate eggs this year due to price increases. Another 39% looked for cheaper alternatives compared to last year. Only 13% said the higher value didn’t change their choices.
For 72%, the price of eggs has increased a lot this year, while 25% consider that the price has increased a little. Only 3% said that the value remains the same as last year.
The Toluna survey was carried out on the internet between April 11 and 12, with 768 people from classes A, B and C, in all regions of the country. The sample is representative of the universe of national consumers.
“Most consumers looked to buy fewer eggs or find cheaper options,” says Maria Pare, Toluna’s marketing manager for Latin America. The survey, she says, pointed to a predilection for big popular brands – such as Lacta, Nestlé and Cacau Show, chosen by 8 out of 10 respondents.
“Only the last Thursday before Easter we beat the record of consumers visiting stores: there were 1 million, an increase of 40% compared to last year”, says Alê Costa, founder and president of Cacau Show, owner of 2,928 points of sale in the country, most of them franchises. the old tradition of leaving shopping to the last minute”, he says.
About 80% of the sales of the brand, which has a factory in Itapevi (SP), are gift products, according to Costa, offered at a “super competitive” price.
“The kilo of our chocolate is equivalent to 5% of the minimum wage – it is the same percentage for 10 years”, says the businessman. “When I started the business, in the late 80’s, the proposal was to offer an affordable option to fine chocolates, whose kilo was equivalent to a minimum wage at the time”, he says.
To deal with the increase in costs, according to Costa, Cacau Show’s strategy has been to verticalize the operation as much as possible: the company owns a cocoa farm that meets 10% of its demand and buys plastic pallets to produce most of the of its packaging –one of the highest costs when it comes to a “giftable” product.
Even so, Cacau Show’s best-selling Easter eggs are of low weight: between 280g and 360g. The best seller was La Creme ao milk (360g), which costs R$ 69.90.
Abras (Brazilian Association of Supermarkets) confirms that the greatest demand this year was for smaller eggs, candy boxes and chocolate bars. According to the entity, eggs this year are about 12% more expensive compared to Easter 2021.
The greatest demand was for chocolate candies from 77 to 250 grams (16.1% of sales volume), followed by small eggs, from 186g to 251g (15.4% of volume), and by mini-eggs, rabbits and chocolate bars (15.3%), informs Abras.
Mondelez, owner of the Lacta brand, points out its preference for smaller eggs this Easter: the Sonho de Valsa 300g egg was the best seller (R$43.90), followed by Lacta ao Leite 318g (R$32.90) and Black Diamond Lactate 177g (R$ 32.90). The largest egg offered by the brand, Lacta Favoritos, 560g (R$76.90), was not included in the bestseller list – neither this year nor last year.
At Americanas, one of the largest retailers of chocolates and Easter eggs in the country, the best-selling egg was the D’elicce line, the chain’s own brand, with emphasis on licensed products from the LOL and Ben10 brands, aimed at children ( from R$20 to R$50).
Eggs with toys are on the rise: according to a survey by Toluna, this is the option chosen by 71% of those who give eggs to children.
According to Americanas, among the major brands, the most sold was the Kit Kat line, by Nestlé, with chocolate bars, eggs and bunnies (prices ranging from R$4 to R$50), in addition to boxes of candy. Garoto and Nestlé (R$10 and R$11, respectively).
At supper, more wine than cod
Abras also highlights the strategy of supermarkets this Easter to increase the offer of their own brand of eggs, up to 30% cheaper, and to reduce the vines or set up islands of chocolates and bars at the entrance of the stores, as anticipated by Folha.
In Rio, a survey carried out by Asserj (Association of Supermarkets of the State of Rio de Janeiro) confirmed that consumers from Rio de Janeiro did not give up chocolates at Easter, but reduced the amount of purchases.
According to the survey, about 50% of respondents decided to purchase fewer chocolates to gift friends and family this year, compared to 2021.
“Although with reduced purchasing power, the consumer did not give up chocolates and supper. With the incentive to reduce the pandemic, the tendency is for more people to gather this year”, said the president of Asserj, Fábio Queiróz .
Lunch with the family is the favorite celebration this Easter: an option for 78% of Toluna respondents. In multiple responses, the second option was consumption of chocolate eggs (52%), followed by visiting family or friends (20%) and other family activities (19.5%).
At Easter dinner, however, there are more people willing to consume wine than cod. According to a survey by Toluna, 53% usually buy wine among the traditional products of the day, against 50% prefer cod – a fish whose price has risen 14.8% this year, according to Abras.
(Collaborated with Leonardo Vieceli, from Rio)