Weakened by two years of health crisis due to Covid, chocolate makers hope that the crisis linked to the Kinder scandal will not prevent them from regaining their level of activity for Easter 2019. After Christmas (16% of annual sales), Easter is the second highlight of the year for the sector.
And the two previous vintages had fallen in the heart of the confinements in France.
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This year, the withdrawal from French shelves of millions of Kinder products, potentially carriers of salmonellosis, will weigh heavily on Ferrero.
The flagship brand of the Italian giant realizes at Easter 10% of its annual turnover.
The health alert led to the shutdown of the Belgian factory in Arlon incriminated in the contamination (150 cases of salmonellosis have been associated with it in Europe).
On the shelves of supermarkets, the products concerned (Schoko-Bons, Mini Eggs, Maxi Kinder Surprise 100 g) have not been replaced.
To cushion the shock, Ferrero is counting on its two big Easter bestsellers (the Maxi Egg 320 g and the Surprise Rabbit molding), not affected by health problems.
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If the withdrawal of questionable products has been fully finalized, according to the Italian group, the reaction of French consumers to this health alert is the great unknown of this weekend.
Will some people prefer to avoid the department in supermarkets?
"There may be a mud effect communicating to local shops or craftsmen
," says Gilles Rouvière, general manager of Alliance 7, which hosts the chocolate union.
But it is too early to tell.”
Since prices are significantly higher among craftsmen than in supermarkets, purchasing power concerns could have a dissuasive effect.
Responsible chocolate
These questions do not dampen the optimism of French chocolatiers.
After two years shaken up by the Covid, they are counting on a rather successful egg hunt for these Easter holidays.
Manufacturers and craftsmen had experienced a catastrophic season in 2020, with a 27% drop in sales in supermarkets and many points of sale that remained closed during the great confinement.
In 2021, despite the second confinement, the chocolate sweets market experienced a rebound of 40% over this week, which weighs 7% of the sector's annual sales.
This time most of the shops had opened.
This season, we hope for stable or growing sales
Gilles Rouvière, general manager of Alliance 7, which hosts the chocolate union
“This season, we are hoping for stable or growing sales
,” summarizes Gilles Rouvière.
The link between the French and chocolate should not be denied in this period when its role of comfort continues to play.
Last year, the chocolate market in supermarkets jumped 30%, to 3.3 billion euros, boosted by the good Easter season and the desire of the French to have fun in times of restrictions.
"2022 should mark a return to normal"
, we hope at Mondelez (Côte d'Or, Toblerone, Milka, etc.).
On the shelves, innovations are at the rendezvous.
In particular with a few more references to dark chocolate, the stomachs of French children being more sensitive to it than those of their European neighbors.
If Mondelez reserves its novelties for Christmas, Nestlé Chocolats is betting on safe bets: rabbit and chick molds available under the Nestlé, Kit Kat, Crunch and Smarties brands.
The Swiss giant is also playing the responsible chocolate card by promoting its Cocoa plan, developed over the past ten years in an attempt to increase producers' incomes and standard of living.
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While all the giants in the sector have developed this type of initiative, it is the historic sustainable cocoa labels that are benefiting the most from the enthusiasm for responsible chocolate.
The NGO Max Havelaar France, whose Fairtrade/Max Havelaar label certifies two thousand references from around a hundred chocolate makers, explains that its partners' sales have increased by double digits this year.