Sunday 21 January 2018

That Friday feeling vanishes as Crunchie sales crumble


THE recession seems to have put paid to the Friday feeling -- or certainly the inclination to rush out and buy a Crunchie to celebrate it.

About two years ago, Cadbury's Crunchie was fourth in the chocolate charts in Ireland -- but it has since dropped to ninth, according to Nielsen Total Scantrack.

In terms of sales, Crunchie now trails behind Kit Kat, Twix, Mars and Snickers -- bars that chocoholics had previously bypassed in favour of the honeycomb treat. Crunchie is also well behind Dairy Milk, which has been the best selling chocolate bar here for the last two years.

Crunchie is less likely to be included in promotions than Dairy Milk, which contributed to its drop in popularity as consumers are more inclined to look for value for money, according to Spar.

"Irish consumers are no longer brand loyal," said Simon Marriott, trading director with BWG Foods, which runs Spar. "Spar offers such as two Dairy Milk bars for €1 have had an immediate impact on sales volumes."

Ferrero's Kinder Bueno has also fallen out of favour -- two years ago, it was the ninth best selling Irish bar but today it doesn't even feature in the top 10. The Cadbury Wispa, number one just three years ago after the 'bring back Wispa' campaign, has dropped to third place.

About €201m was spent in Ireland on chocolate from August 2010 and August 2011, compared to €202m the previous year.

Sunday Indo Business

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