- Insights
Easter 2025: how did brands perform in-store?
Easter is a key time for chocolate brands in supermarkets. Thanks to the observations made in the field by the Roamler community, we have been able to draw up an overview of the dynamics at the point of sale during this key period.
Massive centre aisle displays
Our surveys show that more than half of the Easter offer is positioned in the central aisle, at the entrance to the shop.
Brands are focusing massively on hyper-visibility as soon as they enter the store, in addition to the usual confectionery section, making the central aisle a highly strategic zone during the seasonal period.
Ferrero & Lindt, kings of displays
Among the most active brands during the season, Ferrero and Lindt stand out for their visual presence at the point of sale:
• Floor boxes
• Decorative arches and personalised furniture
• Floor stickers directing customers to products
• Easter-themed visuals
These brands are clearly investing in visual impact to maximise the appeal of their products. According to our community’s observations, in 1 case out of 2, the presence of a unit is accompanied by POS advertising.
Brands' response to rising prices
According to UFC-Que Choisir, the price of Easter chocolates has risen by an average of 14% this year, largely due to the increase in raw materials. (source). In the light of this pressure, our findings on the field reveal a clear response from manufacturers: the development of smaller formats in order to maintain an entry-level price accessible to as many people as possible.
This is well illustrated in the photo below with the emblematic Lindt chocolate bunny: we can see different types of format with the smallest on the left and the largest on the right. The aim is to enable consumers to continue buying, despite rising prices, by adjusting the size of products rather than reducing the number of items.
An expanding offering and greater challenges for field execution
The use of multiple formats has a direct consequence: a wider range of products in store. For brands, this means:
• A greater number of references to keep track of
• Greater risk of stock-outs, confusion or incorrect shelving
• More complex execution data to collect
Roamler supports you
Our community is available at any time, anywhere in France, to monitor your point-of-sale KPIs (product availability, display, compliance, etc.). Whether in the centre aisle or on-shelf, we can provide you with reliable data in real time, so that you can accurately manage your actions.
Are you already planning your end-of-year displays? Contact us to find out more.