The presence of chocolate eggs in grocery carts has accelerated in recent weeks. This means that the consumer is starting to shop for Easter this year.
However, the behavior of these purchases points to a trend of a souvenir Easter for 2022, according to an analysis by the market intelligence company Horus based on the monitoring of invoices.
The incidence of the product, that is, the proportion of invoices that contain the Easter eggs category, rose six times between the period from February 15th to 19th and the interval from March 6th to 13th, according to Luiza Zacharias, director of Horus.
The average ticket, which shows the amount spent per purchase on average, is just over R$40.
What draws attention, according to Zacharias, is that the average price per kilo of the product, around R$ 250, points to a purchase of smaller eggs.
“People are buying cheaper products, small eggs, one hundred and few grams. And cheaper brands. It’s a sign of the squeeze”, says the director of Horus.
She assesses that, this year, the consumer should adopt a behavior typical of inflationary moments. With the power of consumption weakened, there must be a substitution of eggs for bonbons and chocolate bars, which are more accessible because they add less value in manufacturing.
Joana Cunha with Andressa Motter and A-N-A Paula Branco
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