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Someone’s not a happy bunny. Well, nor would you be if you’d missed out on the biggest sales bonanza British supermarkets have ever seen. As Covid-19 and the first lockdown were driving a 9.1% surge in grocery sales [Kantar 12 w/e 19 April 2020], Easter eggs weren’t at the top of most shopping lists.
Sales of chocolate eggs and novelties slumped 10.4% to £305.3m on volumes down 2.6% [Kantar 16 w/e 21 April 2020]. The decline, worth £35.5m, was driven by dismal sales in the build-up to a locked-down Easter, followed by a fire sale in the wake of the event as the supers tried to shift excess stock.