You may not realise the complicated Easter supply chain that exists in order to cope with increasing consumer demand.
Whether your Easter delicacy of choice is the humble egg, sweets like jelly beans and marshmallows, or something more like a Spanish torrija, you are contributing to the enormous spend on confectionary and other Easter-related items.
In the UK, Easter sales of chocolate make up 10 per cent of the figures for the entire year. According to the National Confectioners’ Association in the USA, around 70 per cent of the Easter sweets purchased are chocolate, which works out to a whopping $2.2 billion spend.
All of this puts pressure on the Easter supply chain plans that businesses have in place. And 2016 is expected to be a bumper year for consumer spend.
Highest for 13 Years
According to the National Retail Federation (NRF) in the USA, total spending on Easter this year is expected to hit $17.3 billion, the highest level for 13 years. To put it into perspective, that’s a spend of $146 for each person in the USA.
According to some statistics, this will put spending, particularly on sweets and chocolates, at a higher level for Easter than it is for Halloween. The NRF have estimated confectionary sales will total $2.4 million, surpassing the average of $2.1 million for Halloween sweets.
Possibly not good news for the 81 per cent of adults who admitted to stealing chocolate from their children’s stashes over the holiday period…
And it’s not just the confectionary market that sees a huge spend at this time of year. With adults planning on spending on average 50 per cent for Easter than they did on Halloween, the money is being spread around.
According to the NRF survey, spending will see high figures in the following areas:
- $5.5 billion on food
- $3 billion on clothing
- $2.7 billion on gifts
- $2.4 billion on confectionary
- $1.2 billion on flowers
And with over 40 per cent of shoppers visiting department stores to carry out their shopping, and 21 per cent shopping online, organisational supply chains will be working flat out to cope with demand.
Easter Supply Chain Optimisation
Delivering all this chocolate, sweets and other items to stores requires a mammoth effort from logistics organisations around the world. Shipping efficiency, customer location, order quantities and supply chain management all have to be reviewed in order to keep up with the demand.
In the USA, Hersheys opted to optimise their supply chain around the elements of customer geographical location and grouping stock-keeping units with product groups. It is estimated that by doing this, and using off-the-shelf software, the organisation has saved itself in excess of $15 million per year.
Just Born, a confectionary manufacturer who are responsible for America’s favourite non-chocolate treat, the Peep, changed their Easter supply chain strategy in order to cope with the huge demand for their products over the holidays.
The organisation now uses distribution centres and 3PL to break bulk orders for more efficient delivery to retailers. Just Born also shares these centres with other organisations, with this collaboration further reducing the costs associated with deliveries.
An increasing use of technology for inventory management and planning is making life easier for organisations too. Barcodes can be used to manage inventories more efficiently, while also allowing for real-time tracking of stock at both distribution centres and retail outlets.
Further advancements in technologies such as ERP and MRP systems will allow organisations to further increase efficiencies, while increased collaboration will benefit not only the whole industry, but also the consumer.
So just remember, the next time you crack open that chocolate egg, there’s more than a simple process required to get it from manufacturer to shelf (and that’s before the Easter Bunny gets involved!).