Cadbury Market Share Slightly Down

The Guardian reports that Cadbury had slipped 0.2% of market share in the first 3 months of the year.

They apparently blamed the early Easter – but wasn’t it the same date for every Easter manufacturer?

But when you read on, they say it’s because they didn’t heavily discount the cost of their Easter eggs in the supermarkets – and rightly so! They appeared to allow deep cuts of their product’s costs, with some middle-of-the-road eggs being sold for about £1 in places like Morrisons and Wilkinsons. Tesco and Asda had them on sale for ridiculously low prices too. But these price cuts where paid for by the retailer, not Cadbury.

Here are some other resources:
Cadbury hurt by rivals’ Easter price war
Cadbury Beverage Biz Loses Market Share
Early Easter means dip in egg sales for Cadbury
Cadbury Schweppes market share hit by early Easter

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