Retailers’ egg-cellent deals lure Easter shoppers

CONSUMERS are reaping the benefits of an Easter egg price war as stores sell the treats at rock-bottom prices to win a share of the season’s €30 million chocolate market.

Supermarkets are offering three eggs for as little as €4 to consumers who will munch their way through an estimated one million kilogrammes of chocolate this Easter — including six million eggs.

Now Ireland’s big three supermarkets — Tesco, Dunnes and SuperValu — are all piled high with cut-throat offers designed to pull in the punters to do the rest of their Easter shopping.

“The supermarkets are really putting the squeeze on their suppliers this year,” said Kathleen Belton, editorial director of grocery magazine Retail News.

“What a lot of the suppliers are doing is ‘adding value’ to their products by offering gifts like books and toys along with the eggs.”

This year’s Smarties egg, for instance, contains a fun kit so youngsters can decorate their chocolate treats before they tuck in.

Among the eggs gaining in popularity are luxury brands like Butler’s and Lily O’Brien’s.& Of the six million eggs sold this year, half will be bought for children and teenagers, a third will be presents for adults and the remainder bought by people for themselves.

Ms Belton said last year’s abolition of the Groceries Order ban on below-cost selling was fuelling supermarket competition as stores outbid each other with price cuts.

Choc-full of savings

Tesco: Two top range eggs for €14, a saving of €3.58

Dunnes: Three for €4 on eggs priced up to €2.39 each, a saving of €3.17

Supervalu: Three for €10 on Terry’s eggs costing €4.99, a saving of €4.97