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Easter 2009 Sales Summary

April 19, 2009

According to IRI, Easter confectionery sales grew at a 7.9% rate. Supermarket sales grew 13.9%; Drug Stores 7.8% and Mass Merchants other than Wal-Mart declined slightly -0.4%. 2009 Easter sales were positively impacted by the later Easter date. Easter fell on April 12 this year compared to March 23 in 2008. The additional time allows for extended merchandising for the season and even in a down economy the extended selling period creates an atmosphere for strong sales.

Chocolate seasonal candy sales surged 9.6% and non-chocolate seasonal confections grew 1.3%.
Easter 2009 Sales Analysis
$ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)

Distribution Channel FD&M Food Drug Mass
Candy Category % Change % Change % Change % Change
Total Candy +7.9% +13.9% +7.8% -0.4%
Chocolate Candy +9.6% +14.7% +10.9% +0.1%
Non-Chocolate Candy +1.3% +10.3% -4.2% -2.4%