Fish, chickens, rabbits, bells, characters and, of course, eggs, including a gigantic one, all to devour. This historical chocolate factory center of Nantes went all out to seduce customers for Easter. The stakes are high: Easter sales account for up to a third of the profession’s annual turnover. “It’s magnificent, it really makes your mouth water,” approves Christelle, at the exit. However, the mother of the family went around the store without buying anything. “It’s a bit expensive I think, a bit more than I thought anyway. I will compare and reflect. The prices displayed are indeed much higher than the previous year: from 5% to 15% more, depending on the point of sale.
A blow of heat which is explained by inflation, which has not spared chocolate makers in recent months. “Like everyone else, we had a significant increase in energy, combined with an increase in the cost of transport. But we also have to deal with an increase in our raw materials, in particular milk, butter, sugar, cocoa beans. And also a fairly substantial increase in packaging, especially since Christmas,” summarizes Jean Aymes, marketing director of Saveurs & Délices, the group that owns the brands. Network And monbana (90 stores in France). “The worst, I find, is the increase in the cost of packaging, be it plastics, cardboard, tape. It took 40% in one year, it’s huge, “adds Raphaëlle Charpin, co-director of the carli house in Nantes (eight stores).
“If they don’t leave, they won’t sell afterwards”
In order not to sink, the brands had no choice but to raise the prices. “We warned our customers so that they are not surprised. I think they understand the situation”, considers Raphaëlle Charpin. “But we also had to cut back on our margins, it’s inevitable,” she laments. “We did not pass on the entire increase, confirms Jean Aymes. For some products, we made trade-offs to remain attractive”. The bakery RUN (two shops in Nantes) also claims to have made pricing efforts for Easter. “It’s an important moment for families, we must continue to offer a price that remains accessible, claims Julie Lebrun, manager of RUN. And then our sales are made over a very short time. If Easter chocolates don’t go away now, they won’t sell later. »
As if that were not enough, strikes and demonstrations have recently “complicated” the situation. “We have had supply problems for a few weeks,” regrets Raphaëlle Charpin. “The lack of gasoline is a concern for customers of our stores in peripheral areas”, observes the marketing director of Réauté and Monbana. To compensate for these difficulties, chocolate makers are increasingly offering events (competitions, egg hunts, etc.) to their customers. And redouble their kindness. “We make it a point of honor that the reception is perfect”, assures the boss of Carli.
“They do not plan to miss Easter”
Despite this context, customers seem to be there. At least for now, with the majority of Easter shopping happening at the last moment. “The attendance is very satisfactory and the average basket is stable, around 20 euros. The impact will probably be more on the most expensive creations”, observes the marketing director of Réauté and Monbana. “I am confident, says Julie Lebrun, of the RUN bakery and pastry shop. Our customers pay more attention to daily expenses, but Easter remains an important tradition that they do not plan to miss. And then chocolate is a pleasure purchase, it feels good when things are going badly. The chocolatier Carli does not say anything else. “Chocolate is a safe haven, it is always sought after in times of crisis, insists Raphaëlle Charpin. And it’s a purchase that we share, that we offer, most often as a family. »
A year ago, the health scandal (salmonellosis) hitting the Ferrero group, the Kinder brand in particular, had shaken the chocolate industry. The craftsmen, on the other hand, had rather benefited from a postponement of activity. Will the windfall effect continue? “I feel like people have forgotten and moved on to something else. Moreover, Ferrero sales are picking up again according to the latest news,” says Jean Aymes, director of the Réauté and Monbana stores. “We don’t hear about it anymore, we note at Carli. But we can clearly see that, since the Covid-19, people need to be reassured. They are more and more demanding on quality and origin. And know that it has a price. Good for this job. »