Easter has become a crucial time of year for chocolate brands and the retailers that stock them.
In 2024, over 44.5 million people celebrated Easter in the UK, with an estimated £2bn spent on seasonal treats (Food Manufacture, 2024).
Despite challenges faced by the chocolate sector, including an increased scrutiny on ultra-processed foods and soaring cacao prices, Easter continues to shine in the confectionery calendar with the seasonal launches of chocolate eggs, bunnies and novelties remaining essential for retailers and brands.
There are several trends that are influencing this market. For UK consumers chocolate remains a go-to treat for indulgence, flavour and comfort. 60% of UK shoppers prioritise indulgence when choosing chocolate and 40% seek healthier alternatives with fewer harmful ingredients (Innova 2024). Reflecting this, there has been an uptake in brands launching new variations of chocolate that may contain reduced sugar or be palm-oil free.
Dominic Simler, PLAYin CHOC Managing Director, comments: “The Easter confectionery market continues to thrive, driven by consumer demand for healthier and more sustainable options. Nearly two-thirds are actively looking for chocolates that are produced sustainably and almost 7 out of 10 (68%) prefer chocolate brands and products that enable them to do good for people and the planet (Food Ingredients First, 2023). At PLAYin CHOC, we use organic, natural and plant-based ingredients, minimising our reliance on extensive processing methods and avoiding artificial additives, a reflection of broader market demand for transparency and cleaner labels.”
Greater awareness among consumers of the impact on health linked to what we eat in terms of both physical health and wellbeing is still growing. We are seeing more consumers indulge “mindfully” without the risk of compromising their physical and mental well-being, the health of others or the planet. Now most consumers (69%) are interested in chocolate with healthy or good ingredients, 74% want nutritious snacks and 71% want chocolate that supports their mental health (Food Ingredients First, 2023).
As consumers increasingly prioritise better lifestyles, they are getting wise to ingredients and are savvier than ever when it comes to choosing better for you and better for the planet products – and Easter is no exception. There is a huge opportunity for retailers to offer a more diverse range of Easter confectionery to cater for this audience, promoting and highlighting quality, natural ingredients and ethical credentials to land a credible message and open the category to challenger brands providing cleaner, quality chocolate.
When looking at Easter Eggs specifically, even plant-based options, the list of ingredients featured are numerous and often packed with E numbers, preservatives and 50-60% sugar, which has sparked a backlash. Health professionals are highlighting the risks to our health of eating too much processed food and as a result, brands that champion organic and natural ingredients with clear labelling, and listing clean ingredients, are more likely to win long-term and should now be prioritised among retailers.
“Additionally, consumers are becoming more environmentally conscious and looking for chocolate that is produced in a way that is sustainable and ethical, which a lot of Easter chocolate isn’t,” adds Simler. “Single use plastic and the endless foil wrapped eggs at Easter are a major problem for recycling plants as the foil needs to be a certain size to get picked up. In reality this isn’t possible and much of it gets sent to landfill. At PLAYin CHOC, we ensure that every element of our packaging is fully sustainable and our customers love that. Each chocolate is wrapped in plastic-free home compostable plant cellulose which is also marine biodegradable and our toys and outer boxes are paper-based meaning our brand is 100% recyclable, and plastic free to ensure that nothing ends up in landfill or polluting the oceans. Care for our planet, plastic-fee, recycling paper and sustainability are still high on everyone’s agenda for 2025 and as chocolatiers we need to play our part.”
For Easter, PLAYin CHOC Rabbit ToyChoc Boxes® are a best seller. Available as singles or part of a six-box gift set, the Rabbit Collection is the perfect treat for Easter offering children a healthier sweet treat and tons of bunny fun with two 10g organic, allergen-free chocolates plus a 3D rabbit puzzle toy and fun facts card that will entertain all the family. They are perfect for Easter Egg Hunts and Easter gifts. PLAYin CHOC’s multi-award-winning recipe is made from just three plants: the finest Peruvian cacao 100% criollo beans, from small farm collectives, Sri Lankan creamed coconut and coconut sugar, and premium Madagascan Bourbon vanilla making it free-from the main 14 allergens and a safe chocolate for Easter and other celebratory occasions.
“The HFSS regulations implemented in October 2022 has significantly reshaped the UK confectionery market. Chocolate will never be able to conform to HFSS due to the nature of its ingredients. If it is compliant then it is pumped full of chemicals, which is not a good thing for the consumer,” says Simler.
“The problem lies with labelling and ingredients lists. While acknowledging the necessity of marginal processing for safety reasons, PLAYin CHOC endeavours to maintain the integrity of its ingredients by employing gentle processing techniques. This ensures the preservation of essential nutrients, such as magnesium while avoiding artificial additives. Not only this but our chocolate is made from only three natural, organic ingredients. As an industry we need to make the move towards cleaner labels, shorter ingredients lists and identify portion control as a focus to produce healthier chocolate options for shoppers.”
PLAYin CHOC sees the dynamic between brand and own label as one of quality verses volume and price. Much of the own-label Easter offerings are produced by third party sub-contractors that produce products on multiple lines. This keeps cost down and allows products to be produced at scale but can sacrifice on quality. This creates a problem for vegans, allergy sufferers or those with intolerances as it can’t be classed as Free From chocolate. It also proves problematic for those looking for better for you chocolate choices as it contains higher levels of sugar, preservatives and E numbers.
With more consumers becoming wise to ‘bad’ chocolate and an ethical supply chain, they are looking to brands to overturn unethical practices and unhealthy ingredients as well as cut down and eliminate non-recyclable landfill packaging – and it is in a brand’s power to be able to do this within its supply chain, more so than own label, who rely on sub-contractors.
“We believe there should be a push for ‘quality over quantity’ within the sector, and think recent M&A activity in the sector demonstrates that this trend towards premium and ethical chocolate is accelerating. All of this should begin to have an impact at a retail level, particularly at Easter with it being one of the main chocolate gifting occasions in the year,” continues Simler.
“Saying that, too many leading chocolate brands are making empty promises to end child labour and underpaid working practices for farmers, but this has been going on for many decades now and the solutions are always somewhere 8 to 10 years into the future – it needs to end now and they need to take action on what they are proposing. This may happen sooner if the mooted EU ban on importing chocolate made with child labour happens in the coming years, but retailers can play their part now by championing organic and allowing challenger brands to open up the category further.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Easter is an exciting time of year for Mondelez International and we always set ourselves high standards when it comes to performance and delivering for retailers and shoppers. Despite the challenging economic circumstances throughout 2024, last year was our best Easter yet, growing ahead of the Easter category in 2024 by almost 4% (Nielsen) and remaining the number one (Nielsen) chocolate and confectionery supplier at Easter time.
Highlights of this incredible performance include the launch of the Cadbury Creme Egg Tablet, which sold a bumper 4.6 million units nationwide, making it the #1 NPD (Mondelez sales figures) for the entire Easter 2024 season. Meanwhile Cadbury Mini Eggs solidified their place as the number one Easter brand (Kantar) with the highest penetration (Nielsen) of any Easter brand in the UK.
The Cadbury Mini Egg 110g and 360g sharing bars also had another successful Easter and were the #1 and #3 SKU (Nielsen) respectively in the sharing novelties category in 2024.
Cadbury Creme Egg is giving consumers the chance to win up to £10,000 with its ‘Admit It – How Do You Eat Yours?’ campaign. To enter, consumers simply need to purchase a participating Cadbury Creme Egg product and visit www.cadbury.co.uk and admit how they eat their Creme Eggs, for a chance to win exciting cash prizes.
“To make the most of the season, retailers should split Easter into three phases: getting off to a fast start (from 1st January to Valentine’s Day), building momentum (from Valentine’s Day on 14th February, to Mother’s Day on 10th March), and then gearing up for a ‘gifting finish’ for the last three weeks as the period reaches its finale,” advises Nash.
“From the New Year through to Valentine’s Day, retailers should ensure that they get off to a Fast Start. With the post-Christmas blues in full swing, retailers should focus on Cadbury Cream Eggs and Cadbury Mini Eggs and self-eat treats to bring some much-needed cheer to their shoppers.
“From Valentine’s Day onwards to Mother’s Day, retailers should aim to build on momentum by focusing on the spirit of sharing. Ensuring they have plenty of treats which can be enjoyed amongst loved ones will be vital to preparing for the Easter season, with time together as family ranked as one of the most important considerations for consumers during this period.
“And finally, retailers should tie off their planning with the ultimate Gifting Finish. As everyone comes together to celebrate the occasion with a diverse mix of traditions and activities, retailers will need a range of shell eggs to offer shoppers, as these all-important weeks become defined by bulk buying and gift giving.”
Mars Wrigley has revealed its line-up of 11 new products ahead of Easter 2025, expanding its offerings alongside returning best sellers, including blockbuster brands such as M&M’S® and Galaxy®.
The confectioner’s Easter range is available now, providing retailers with the opportunity to build on the excitement of Easter as Christmas ends, and leverage the three-week longer season.
Easter remains a key occasion for chocolate confectionery. This year saw the biggest spring season yet, with value and unit growth outperforming total FMCG and confectionery trends at 13.5% and 2.4% respectively for Easter alone (NielsenIQ). There was also a 14% increase in trip spend and a 6% rise in more trips compared to the rest of the year (Kantar), demonstrating the nation’s continued love for confectionery during this occasion. As consumer confidence continues to grow, Easter 2025 is expected to be a blockbuster year.
Florence McGivern, Senior Brand Manager, Easter at Mars Wrigley, commented: “At Mars Wrigley, we have a diverse portfolio of well-known and loved brands that cater to different consumer needs. This year, we are launching 12 new products for Easter 2025 to help retailers drive sales during this crucial period.
“We have also upgraded our Easter egg packaging with sustainability in mind. The new design for our medium, large and extra-large Easter egg range features a tamper-evident foil, created with Stampack technology, and a carton that no longer features a plastic-window. To ensure that the packaging still stands out on shelf, it includes an eye-catching ‘egg crack explosion’, taste-led cues and sturdy cardboard fitments.”
This year, the self-eat category saw a value increase of 5.9% (NielsenIQ) due to the consumer propensity to enjoy these products as an early season treating moment, leading Mars Wrigley to launch two delicious new self-eat products that capitalise on the opportunity.
M&M’S® Crispy Bunny features a creamy, crunchy filling with M&M’S® Minis throughout. The product attracts a younger audience with its fun appeal, and with M&M’s® ranking as the number 1 bitesize brand globally with 29% penetration (Kantar), the NPD provides shoppers with a brand expansion that delivers high incrementality.
Maltesers® Popcorn Bunny is the undisputed star of the Mars Wrigley Maltesers® Bunny range. This light, airy bunny with real popcorn pieces brings a unique texture and taste alongside a familiar flavour, enhancing the appeal of self-eat treats this Easter.
Small sharing is the fastest growing partition with growth of 28% (Nielsen) and accounts for 24% of the Easter category (Nielsen), offering consumers a convenient and tasty treat. Additionally, the category is set up to satisfy the needs of the 56% of families with children under the age of ten who take part in a treat hunt at Easter (NRF).
M&M’S® Choco Mini Eggs are filled with M&M’S® Minis and crispy pieces to offer a satisfying crunch, making them a hit with younger consumers (under 35s) and families looking for fun, shareable treats.
Galaxy® Minstrels Mini Eggs bring moments of indulgence into the small sharing category. With a crispy outer shell paired with a solid chocolate centre, this product introduces the classic Minstrel to the Easter season with its egg shape.
Medium eggs play a significant role in driving early season sales and repeat purchases, used both as a self-eat treat and a gift, presenting retailers with the opportunity to drive category penetration and recruit new consumers into the category.
Following the successful launch of M&M’S® Minis in June 2024, Mars Wrigley is expanding its 2025 Easter range with the M&M’S® Minis Medium Egg designed for ‘gatekeeper’ shoppers seeking fun treats for younger audiences. Also available this Easter is the new MALTESERS® White Mini Bunnies Medium Egg.
Mars Wrigley saw double-digit growth across its Large Egg portfolio in 2024, with five SKUs ranking in the top 20 and capturing a 23% share of Large Egg sales (Nielsen). Extra Large Eggs is the fastest growing Mars Wrigley egg format with a 37% value increase and 39% unit increase (Nielsen). They offer consumers an opportunity to trade up and indulge in an unforgettable gifting experience.
Milky Way® Large Egg includes three Milky Way® bars, offering classic, melt-in-your-mouth enjoyment for all the family. The M&M’S® Crispy Bunny Large Egg is expanding on the launch of M&M’S® Crispy Bunny. This large egg elevates the Easter experience for those craving fun and tasty enjoyment all in one. New Snickers® Extra Large Egg will be hitting shelves in time for Easter, combining chocolate, nuts and caramel.
Mars Wrigley over-indexes with a 17% share of the Giant Eggs segment (Nielsen) with the bigger pack offering a better value trade-up option for shoppers.
Maltesers® Truffles Giant Egg includes Maltesers® beloved truffles collection, providing a rich and creamy indulgence. The Galaxy® Ripple Giant Egg is a solid hollow chocolate egg that has an unmatched smoothness that melts in your mouth.
Andrew Newlands, Monty Bojangles Founder and MD, comments: “Last year saw £100 million spent on Easter Eggs and confectionery in the week leading up to Easter, the highest ever spend in the UK (Kantar), making it a must-seize opportunity for confectionery brands and retailers alike.”
With 23% of consumers in the UK choosing products with environmentally friendly claims when it comes to their chocolate confectionery selection, and 3 in 7 indulging in chocolate as a treat (Innova), Monty Bojangles is tapping into this appetite, delivering a sustainable gifting option that also serves up premium Easter indulgence.
With Waitrose reporting an 8.4% increase in volume of Monty Bojangles Easter sales vs. last year (internal data), the multi-award-winning UK confectionery brand is set to build on its seasonal sales success, unveiling a brand-new range of premium Easter Egg tins for 2025.
Joining the brand’s hugely popular range of Easter confectionery, each reusable tin comes filled with a delectable Monty Bojangles Easter Egg, alongside three of the brand’s award-winning truffles. With the beautifully designed tin embossed and intricately decorated with beautiful artwork, it delivers a sustainable gifting option too, making the perfect keepsake when Easter has been and gone.
Newlands says: “The past year has been a hugely successful period for us, following which we have broken through £12m value sales. This trajectory is set to continue, with the response to the Easter Egg Tin range having been overwhelmingly positive across all segments of the market, with customers and industry insiders highlighting that the offering stands out as uniquely premium. Our new Easter Eggs are not only celebrated for their exceptional value but also for the added practicality and charm of the reusable tins, enhancing their appeal and sustainability. With retailers having expressed strong interest, noting a clear demand for high-quality, premium-tier products like ours in their listings, we look forward to seeing how Easter 2025 performs.”
60% of UK consumers are buying sweets in order to lift their mood, with a further 23% making confectionery purchases as gifts (Lumina). Position this against an economically challenging and politically gloomy landscape and it is likely that sweet items are perceived to provide ‘little lifts’ to be gifted to loved ones or enjoyed by oneself.
Perfetti Van Melle allows trends to inspire innovation, which has been key to both Chupa Chups and Mentos appealing to younger demographics, teens and Gen Z respectively.
Chupa Chups was extended with the launch of the new Chupa Chups Belts and Laces range, plus the launch of Chupa Chups Bites and Tubes. Tapping into the growing demand for sour and fruity sweets, the Belts and Laces range comprises tantalising Sour Mixed Belts, Sour Apple Belts, Sour Strawberry Belts, and Strawberry Laces. Packed in convenient 90g bags, the vibrant and playful packaging is designed to stand out on shelves, add colour to the confectionery aisles and to entice new shoppers to the category. Chupa Chups Sour Bites and Tubes promise a mixed fruity flavour, covered in sour dust.
With an assortment of flavours, the new formats are ideal for sharing amongst friends and make the perfect addition to a seasonal social gathering, or as a thoughtful gift for confectionery-centric spring holidays. With the overall laces, belts and wands category now valued at £91m and experiencing a remarkable growth rate of +19% (Circana), Chupa Chups is poised to capture an even larger share of this expanding market and advises buyers to stock up now.
With recent research proving there is a burgeoning appetite among sweet eaters for exotic flavours (Innova & Mintel), Mentos Discovery broke ground in the category with 14 flavours including passion fruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry and pineapple. With a revolutionary number of flavours in one roll, Mentos Discovery appeals to the naturally more adventurous Gen Z, eager to experiment and try new things, and encourages flavour discoveries to be shared.
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