The Bachmann confectionery in Lucerne normally produces around 30 to 40 types of chocolate bunny and sometimes sells several hundred pieces per type. “This year we may be able to sell a third of the usual amount of Easter chocolate,” said Managing Director Matthias Bachmann.
The hygiene and distance requirements are a big challenge for the company. “We had to stop Easter production due to the restrictions and therefore we were unable to manufacture the entire range.” Therefore, you now have to cancel some of the larger orders. The situation is similar with the Chocolatier Läderach, which also had to shut down production and postpone projects after the Federal Council decided to close the shops.
Demand still unclear
The losses are primarily due to the limited production. However, Matthias Bachmann emphasized whether consumers will buy less chocolate this year: “Sales often only increase shortly before Easter.”
It is also too early for Migros to draw any conclusions about the demand for Easter chocolate, because rabbits and praline eggs tend to go over the counter shortly before Easter. Fluctuations in Easter sales are also normal due to the respective annual and weather situation, it is said on request. However, because of the current situation, there is generally much less shopping than usual.
At the second major retailer Coop, there is no slump in sight when it comes to selling Easter chocolate: “We do not notice any major differences in the individual purchases made by our customers compared to previous years,” commented a spokeswoman.
Chocolate factories less hit
In contrast to the small chocolate producers who had to stop their production, the larger factories such as the Coop subsidiary Chocolat Halba started producing Easter bunnies at an early stage. “Easter production was already over when the current situation started due to Corona,” it said. According to Urs Furrer from the Association of Chocolate Manufacturers Chocosuisse, Easter business accounts for an average of around 7 percent of annual sales. However, the major manufacturers are also feeling the crisis. The Camille Bloch chocolate factory, which makes about 5 percent of its annual sales with the Easter business, expects a slight decline in sales because people are likely to celebrate Easter in smaller groups.
Lindt & Sprüngli suspects that the Easter business will weaken due to the fact that its own shops are closed, the lack of tourism and also partially closed retail stores. At the same time, other channels such as online shops, home delivery and pick-up services would become more important.
Switch to online
The chocolate industry has recognized the importance of online trading, said Urs Furrer from the Chocosuisse association: “I have the impression that, as a result of the crisis, digitalization will be taken even more seriously by companies.” With online sales, the operators of chocolate shops could at least guarantee some of the sales. The problem so shortly before Easter, however, is somewhere else right now: “The difficulty is the capacity of the delivery services. With the large package flood, it is sometimes no longer guaranteed that the Easter bunny will arrive at the right place at the right time. »
(jil / sda)
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