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Friday 22 August 2014

Shops hoping we'll shell out with 150pc Easter mark-ups

Aideen Sheehan

Published 07/04/2014 | 02:30

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Some Easter eggs are marked up by 150pc. Picture posed. Thinkstock

EASTER eggs can be more than twice as expensive as the chocolate that goes into them.

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Shelling out for some top-selling Easter eggs can be a very costly way of buying chocolate.

We found mark-ups of up to 150pc if you compare the price of standard Easter eggs with the standard chocolate bars from the same maker.

Although you usually get a better deal when buying bulkier products, that isn't the case for many seasonal specialties.

For example, a Lindt Egg with a few mini-Bunnies came in at €6.49 or a mouth-watering €5.20 per 100g, whereas a standard bar of Lindt chocolate would work out as just €2.07 per 100g.

That means that gramme for gramme, you're paying 151pc more for the Easter branding.

A standard bar of Dairy Milk will cost you €1.10 or €2.07 per 100g, but if you buy one of Cadbury's extra large eggs, you'll pay €3.03 per 100g, nearly 50pc more.

A similar mark-up of 44pc applied to a Galaxy Indulgence egg we sampled while for a Mars & Friends egg, the seasonal chocolate mark-up was 47pc.

That means it may pay to follow the advice of 'Which?' consumer group which advises householders they can save money by buying an egg mould and some chocolate and making their own Easter eggs. Egg moulds start from €2.10 at kitchencomplements.ie, which is also running classes next weekend in how to make Easter eggs.

However, high prices for shop-bought eggs don't appear to put Irish consumers off as we shelled out a whopping €36.6m for Easter products last year. This was up 8pc on the previous year, 'Shelflife' magazine reported.

Altogether some 17 million packs were purchased, including eggs and other Easter confectionery.

And surprisingly, children's Easter eggs only account for 8pc of the total, data from market analysts Nielsen shows.

In fact, Easter eggs aimed at teenagers and adults are much bigger business, accounting for €21m or 60pc of all Easter sales.

The growth in sales of premium quality eggs and other products aimed more at adults means more and more households are indulging at Easter.

Kantar figures indicate that the number of households which purchased Easter products rose by 5pc last year to 70pc.

And many of us can't even wait till Easter to start guzzling chocolate as 10pc of Easter products are purchased for immediate consumption, 'Shelflife' reported.

That extended season may explain why Easter eggs now go on sale within days of Christmas in many supermarkets.

Irish Independent

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