The final stage of the end-of-year celebrations, Candlemas marks the end of the winter culinary marathon.
After poultry and seafood, chocolates and pancakes, pancakes take pride of place on the tables.
More than 80% of French people say they want to consume it on the occasion of Candlemas, according to a study by YouGov.
Thus, every February 2, ie 40 days after Christmas, they jump and pile up in the kitchen, before being carefully brushed with jam, honey or spread.
Because even if the dough and cooking are crucial to make a good crepe, only the filling is capable of transforming the flat disk into a halo of pleasure.
For manufacturers of spreads, New Year's Eve falls on Candlemas.
Indeed, the brands surveyed by Le
Figaro
all observed an increase in consumption during this period, of the order of 25% according to statistics from the Nielsen Institute.
For Rigoni di Asiago, producer of the Nocciolata organic spread, this is the “
unavoidable
” moment when the brand achieves its highest sales peak.
The same goes for market leader Ferrero, which claims to have sold 9.6 million jars of Nutella on this occasion in 2021.
Who will get the most spread
And to ensure a fruitful Candlemas, brands must compete in imagination to awaken the appetite of consumers.
With the proliferation of products, the spreads market has indeed become a battle at loggerheads.
A dozen players share the sector's 497 million euros.
Despite the many criticisms against it on the use and production of palm oil, Nutella remains the heavyweight in the sector, with 67.7% market share in 2020 according to Iri.
But its pursuers are not to be outdone: combined, private labels take 12.4%, while the Italian Rigoni and its Nocciolata carve out a comfortable share with 7% of the market.
Considered healthier and more ecological, organic products enjoy
an increasing dimension since they represent almost one out of five pots sold.
Inflation does not spare this sector either.
"
We have observed a very strong increase in the price of Nocciolata's raw materials, for example that of sunflower oil (Ukraine being one of the largest manufacturers in the world), and fixed and variable costs, in particular those of energy, glass jars and packaging
," explains Cristina Rigoni, International Sales Director.
Read alsoStars of Candlemas, pancakes are not immune to rising prices
This is why at the time of Candlemas, advertising campaigns abound.
The sensitive economic context is pushing companies to adapt their marketing strategies.
In addition to the traditional television advertisements and tasting events at points of sale, there are competitions designed especially for the occasion.
In order to respond to consumers' loss of purchasing power, Rigoni di Asiago, for example, saves a year of races.
Ferrero relies instead on the loyalty of its customers, insisting on its brand image and on its largest factory located in Normandy.
And even if it intensifies, especially with the arrival of artisan chocolate spreads, this trade war will never resolve the timeless debate of Candlemas, whether to roll or fold your pancake.
