The growth of the UK Easter confectionery sector is primarily driven by strong cultural traditions, a demand for product innovation (including premium, healthy, and sustainable options), strategic marketing and promotions, and a consumer desire for indulgence and social events.
Easter is the second most lucrative season for confectionery sales after Christmas, deeply embedded in UK culture as a time for giving and receiving chocolate eggs. This established ritual ensures a reliable surge in demand each year.
Brands continuously launch new and limited-edition products to capture consumer interest and drive sales.
Adventurous flavour pairings (e.g., spicy dark chocolate with chilli, mango and passionfruit) and multi-sensory textures (e.g., popping candy, honeycomb) appeal to consumers seeking novel experiences.
Beyond the traditional egg, novelties like chocolate bunnies, mini eggs, and even themed baked goods (e.g., chocolate hot cross buns) contribute significantly to sales.
Consumers are increasingly opting for higher-quality, artisanal, and “extra-large” luxury options, often willing to pay more for unique designs and superior ingredients.
A growing number of consumers are looking for options that align with specific dietary needs or values.
Vegan, dairy-free, and gluten-free alternatives are expanding the market, catering to those with intolerances or ethical preferences.
Demand for reduced-sugar or “better-for-you” chocolate alternatives is increasing.
Shoppers are more likely to choose brands that use ethically sourced, Fairtrade, or sustainably packaged chocolate.
Retailers and brands leverage extensive advertising campaigns, social media engagement, and in-store displays to drive impulse and planned purchases. Promotions, particularly around the final weeks before Easter, are a major driver of sales volume.
Easter is a time for families and friends to gather, creating opportunities for sales of sharing bags, larger “statement” products, and accompanying food and drink items for at-home celebrations.
The wide availability of Easter confectionery in various retail channels, including supermarkets, makes it easy for consumers to make both planned and impulse purchases.
Mondelez International, the No. 1 confectionery supplier (NielsenIQ) is launching its Easter ‘fast start’ range, set to drive seasonal sales for retailers ahead of one of the key calendar occasions of the year.
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, to Mother’s Day on 10th March), and then gearing up for a ‘gifting finish’ for the final three-and-a-half weeks until Easter on 5th April.
In 2025, Mondelez International grew Easter sales ahead of the category at +19.1% value YOY (NIQ) and remains the No. 1 supplier at Easter time (NIQ).
The Cadbury Creme Egg is the signpost of Easter. Cadbury Creme Egg continued its success at the start of the Easter season in 2025 with growth of +16%. It was the No. 2 Easter brand with the 5-pack Cadbury Creme Egg multipack (Nielsen) holding the No. 2 Easter SKU spot.
Cadbury Creme Egg’s highly successful ‘How Do You Display Yours?’ retailer competition is returning for Easter 2026, exclusive to independent convenience retail. The competition invites retailers to dip into their imaginations and share their most innovative and eye-catching Cadbury Creme Egg displays for the chance to win a grand prize of £1000 in vouchers.
To enter the competition, retailers can visit SnackDisplay.co.uk – Mondelez International’s trade-focused advice and information site. Other prizes up for grabs include: two prizes of £500 vouchers, eight prizes of £100 vouchers.
The competition is a fantastic opportunity for retailers to get into the fun and creativity that Easter brings whilst enticing consumers into stores. The retailer competition mirrors the consumer-facing ‘How Do You Eat Yours?’ campaign.
Marcelo Salazar, Brand Executive, Cadbury Creme Egg, at Mondelez International, says: “Last year’s competition performed incredibly strongly, so we’re delighted to once again be running our ‘How Do You Display Yours?’ retailer competition that places our top performing Easter product, the Cadbury Creme Egg, in the centre of it all.”
The ‘fast start’ phase kicks off the Easter season and focuses on shoppers looking for small treats for themselves. Filled eggs are always a consumer favourite at Easter, with the singles segment growing +27% in Easter 2025 (Nielsen).
Following a strong year in 2025 where White Cadbury Creme Egg remained the second-largest SKU in the filled egg singles category (Nielsen), Mondelez International is launching a multipack nationwide to tap into the 74% of white chocolate consumers who solely purchase white chocolate (Kantar). Also continuing in the range for 2026 is Cadbury Caramel Filled Egg, following an immensely successful 2025 which saw it become the third-largest filled egg single, growing at +25% value.
Also launching nationwide is a new 5-pack multipack Cadbury OREO filled egg. As multipacks continue to perform well at the start of season, Cadbury is expanding its multipack portfolio of filled eggs to drive incremental growth. The segment grew ahead of traditional Easter at +28% (Kantar).
Cadbury Mini Eggs is the No.1 Easter brand (Nielsen) and are a key product to stock for the Easter season. The brand continues to provide a wide range of sizes for consumers to choose from for their individual needs and occasions. From Easter 2026, 3 out of 5 Cadbury Mini Eggs SKUs will now be packaged in 65% post-consumer recycled plastic made possible through advanced recycling technology. The packaging design has been updated to reflect this change with a claim on front of pack, and a scannable QR code on back of pack. This will direct consumers to find out more and where they can take their packaging for recycling collection.
Cadbury is also continuing its iconic partnership with Lotus Biscoff with the launch of its first ever Cadbury Biscoff Filled Egg. Following on from the successful launch of Cadbury Dairy Milk Biscoff bar and advent calendar last year, the new filled egg will be bringing fans more of the creamy Cadbury chocolate they know and love, combined with irresistible Biscoff spread and crunchy biscuit pieces. The new addition to the Easter range has tested well with shoppers, with an 87% purchase intent.
Cadbury Biscoff Filled Egg is available in a single as well as 3-pack multipacks, which research has shown is one of the most likely pack sizes to drive trial (PPA).
Salazar continues: “Easter marks one of the most exciting moments in the chocolate calendar, and we’re thrilled to unveil an irresistible mix of brand-new creations and beloved favourites to celebrate the season. Leading the line-up is our indulgent Cadbury Biscoff Filled Egg, the latest innovation from our partnership with Lotus Biscoff, set to delight fans everywhere. Of course, no Easter would be complete without the return of our iconic Cadbury Creme Eggs and Mini Eggs, making their much-anticipated return for 2026. This year’s range is crafted to spark excitement, surprise consumers, and drive strong category sales as we head into Easter.”
The world’s number one biscuit brand (Euromonitor), OREO, is launching a limited-edition OREO Creme Egg biscuit, which features the iconic flavour of Creme Egg in an additional layer of filling for the ultimate Easter-themed snack.
The seasonal OREO Creme Egg is set to drive category growth by maximising the Easter snacking occasion, carving out a niche space within biscuits. This delicious treat is designed to be shared by consumers with their family and friends.
Nikita Yadav, Brand Manager Seasonal Biscuits and OREO at Mondelez International, says: “The introduction of OREO Creme Egg is the perfect pairing of two iconic brands to create a new snacking occasion at Easter. Every bite of this limited-edition cookie combines the crunch and rich cocoa taste of OREO cookies with the indulgence of Creme Egg. This gives the consumers a new way to enjoy the flavours of Creme Egg alongside OREO. This limited-edition biscuit is set to drive excitement in the biscuit category, adding basket spend as family and friends come together to celebrate Easter.”
OREO Creme Egg is available in the grocery channel until Easter 2026. The launch is being supported with in-store activations and a playful above-the-line campaign that is set to appear across OOH, Radio and organic social media.
Mars Wrigley has unveiled its NPD line-up for Easter 2026, building on the strength of its best-loved brands to deliver innovation across both Easter treating and gifting occasions. The new launches include MALTESERS® Mini Eggs and GALAXY® MINSTRELS® Mini Eggs in the small sharing format, and TWIX® White XL Egg and MilkyWay® Large Egg in the shell egg format. These new products are available now, offering exciting NPD across Easter purchasing.
Easter remains one of the largest opportunities and most joyful moments in the confectionery calendar, with three in four shoppers purchasing chocolate at Easter (Kantar). With unit sales growing by +2.2% (Nielsen) vs 2024, shoppers’ appetite for treating and gifting continues to grow. Mars Wrigley’s new launches are set to drive excitement in-store and assist retailers in capturing a strong share of the growing seasonal opportunity.
Steve Waters, Senior Brand Manager, Easter at Mars Wrigley, commented: “At Mars Wrigley, we continue to build on the strength of our much-loved brands to create new products that delight shoppers and deliver growth for our retail partners. For Easter 2026, we’re expanding our portfolio with a line-up that combines flavour innovation and playful seasonal design to help retailers make the most of this momentum.”
“From the launch of new mini eggs, which tap into the growing small sharing segment – now worth 24% of total Easter sales and growing +28% year-on-year (Nielsen) – to the traditional occasion of gifting shell eggs to friends and family in the later part of the season. The Mars Wrigley Easter portfolio allows shoppers and consumers to partake in those key Easter rituals of sharing, gifting and treating.”
As the number one Easter activity (NielsenIQ), egg hunts remain a powerful driver of seasonal engagement and incremental confectionery sales. With 56% of households with children under ten taking part in an Easter egg hunt last year (The Magic Toyshop), this continues to be a key Easter routine for families that retailers can activate against. For Easter 2026, Mars Wrigley is building on this shopper behaviour with two new Mini Egg launches.
MALTESERS® Mini Eggs lead the line-up, combining crunchy MALTESERS® pieces with smooth milk chocolate to deliver the brand’s signature light texture in a seasonal, bite-sized format. Ideal for egg hunts, gifting and sharing, the launch strengthens MALTESERS®’ position as a leader in playful treating and drives early-season excitement at fixture.
Also joining the range are GALAXY® MINSTRELS® Mini Eggs, launching nationally following a successful exclusive with Co-op in 2025. With a crisp outer shell and a silky chocolate centre, this indulgent new format brings the hallmark smoothness of GALAXY® to egg hunts and supports broader cross-category trade-up.
Gifting remains the heart of the Easter season, worth £75 million annually and a key driver of trade-up across the category (NielsenIQ). Larger egg formats continue to perform strongly, with Mars Wrigley’s large and extra-large eggs delivering double-digit growth in 2024.
For 2026, Mars Wrigley is expanding its gifting portfolio with two new products designed to attract attention on shelf and deliver visual appeal for retailers. The premium chocolate gifting segment is up +13% year-on-year as shoppers trade up to higher-quality, exclusive formats (Circana).
Brand new for 2026, the MilkyWay® Large Egg will appeal to families and younger audiences. Featuring the brand’s unmistakable fun appeal, this large egg format delivers strong incremental potential in-store.
The TWIX® White XL Egg makes its market-wide debut following a successful exclusive launch in Tesco in 2025. Pairing TWIX®’s signature biscuit, caramel and creamy white chocolate, the format also taps into the trend for white chocolate variants and continues to drive premium trade-up opportunities within the Extra-Large segment.
Mars Wrigley is unveiling a new Easter activation for 2026, combining impactful in-store theatre, seasonal NPD and an interactive promotion inviting shoppers to vote for their favourite Easter bunny for the chance to win £10,000 plus hundreds of instant cash prizes.
The Great Easter Bunny Off brings together three seasonal favourites – MALTESERS® Bunny Milk Chocolate, MALTESERS® Bunny Popcorn, and M&M’S® Crispy Bunny – in a playful voting mechanic designed to drive shopper engagement in store.
The activation is supported by a rich suite of POS including FSDUs, dumpbins, aisle fins, shelf barkers and digital retail media to ensure visibility across the full path to purchase.
The promotion runs until 10th April, with shoppers entering via a QR code in store to cast their vote and discover if they’ve won an instant prize.
Ethan Duffey, Brand Manager for Baileys Chocolate, comments: “Easter is one of the biggest seasonal events for UK confectionery (Bartec), representing a major commercial opportunity for wholesalers. In the UK, an estimated 80-90 million Easter eggs are sold annually, making the season a key sales moment (Hancocks). Consumer engagement also remains strong: in the four weeks leading up to Easter 2025, spending increased by 11% year-on-year, even as chocolate confectionery prices rose by 17.4% (Kantar). This shows that, despite rising cost pressures, shoppers continue to prioritise Easter traditions such as gifting and purchasing chocolate eggs.”
For wholesalers, the opportunity is significant as a large proportion of sales land within a short but highly active trading window around the seasonal period.
Although nostalgic and familiar flavours remain popular, innovation continues to play a key role, with rising demand for new bold flavours particularly among young shoppers. Baileys Chocolate is launching a new Caramelised Popcorn Easter Egg, combining nostalgic notes with a modern, texture-led twist that appeals to consumers seeking unique treats. These new flavours and textures are redefining what confectionery can be (Falcon Gallant). This suggests that wholesalers should stock a mixture of classic and new texture-led products on the shelves in order to lean into this trend.
Premium confectionery continues to perform well, and Easter remains one of the biggest moments in the chocolate calendar. However, the 2025 season highlighted a more complex picture: supermarkets reduced their ranges of premium and larger eggs, and many products on shelf were impacted by shrinkflation and higher price points due to soaring global cocoa costs.
Despite this rationalised range, value in the category still rose by 1.3% (Vertex Resourcing), indicating that shoppers were willing to spend more on the items they did choose, even if they bought fewer products overall. This suggests a form of “selective premiumisation,” where consumers trade up to more indulgent or trusted options while managing tighter budgets.
This reflects a wider trend across confectionery: the category is continuing to grow in value while declining in volume (NielsenIQ), as shoppers carefully reduce the number of items they buy to manage inflation. Even so, key seasonal peaks such as Easter (and Christmas) remain moments when shoppers are willing to stretch their budgets a little. These occasions offer an affordable way to indulge, treat the family and gift loved ones, helping retailers maintain momentum despite broader economic pressures.
Brands like Baileys Chocolate align closely with these trends. The brand is associated with indulgence, gifting and seasonal celebration, making it a natural choice for self-treating and gifting occasions throughout Spring. Baileys’ positioning as premium yet accessible aligns strongly with consumers during these seasonal moments, helping retailers drive value without stretching shoppers’ budgets.
Confectionery trends continued to evolve in 2025, with shoppers increasingly seeking a blend of nostalgia, quality and excitement from seasonal treats. Research from Quayside Wholesale shows that classic, memory-evoking confectionery still plays a major role in Spring purchasing, as these familiar flavours offer a sense of comfort and emotional reassurance during key gifting moments.
“At the same time, the study found that consumer expectations have shifted, with rising demand for new textures, bold flavours and more experiential products, particularly among younger shoppers who enjoy trying something different and sharing those discoveries on social channels,” adds Duffey. “As a result, wholesalers should carry a balanced range of classic favourites and newer, more experiential confectionery to meet these evolving demands.”
Spring 2026 will see Baileys return with its Original Egg (RRP £12), which continues to be the hero product thanks to strong listings and standout shopper recognition. Infused with Baileys Original Irish Cream, it delivers the rich, indulgent chocolate experience shoppers increasingly seek for both self-treating and gifting occasions. Its consistent performance across Spring seasons shows that consumers still gravitate towards trusted, premium favourites that feel special but accessible.
Baileys Chocolate is launching its new Caramelised Popcorn Egg. With a hint of Baileys, this innovation combines Baileys’ signature flavoured milk chocolate with whole pieces of caramelised popcorn embedded within the embossed shell. The movie-style pack design offers great stand-out on shelf and ties in with the popular Baileys Toffee Popcorn limited-time flavour.
The popcorn flavour combines nostalgic comfort with a modern, texture-led twist appealing to consumers seeking unique seasonal treats. During uncertain times, consumers crave simple pleasure found in trusted brands and nostalgic rituals.
“The confectionery market is evolving rapidly as consumer tastes shift, and new global trends emerge,” says Duffey. “To keep pace, brands and wholesalers need to offer a broad range of flavours and product formats that reflect these changing preferences. At the same time, the cost-of-living crisis and inflation, illustrated by chocolate prices rising 17.7% in a single year in May 2025 (BBC), mean that shoppers are becoming more price-sensitive. As a result, wholesalers must rely on promotions, value formats and urgency-driving offers during the seasonal periods to protect volume and maintain shopper engagement. For manufacturers, continuous flavour innovation remains essential but must be balanced with proven fan-favourites that offer strong repeat appeal.”
Clare Newton, Trade & Shopper Marketing Manager at Swizzels, comments: “Easter remains a key occasion in the confectionery calendar. Whilst traditionally it was more commonly associated with chocolate, rising prices and changing preferences mean that the sugar confectionery opportunity is growing for retailers.”
Last year, Easter confectionery sales grew 4.2% compared to 2024 (Talysis), with the category continuing to dominate. A high proportion of sales came from established, trusted brands, with shoppers favouring familiarity and opting for the same treats they buy year on year.
Sales within the category are driven by shoppers looking for gifts and sweet treats to share with family and friends throughout the Easter weekend. As such, retailers should stock a variety of formats at different price points to meet all shopper needs — from single confectionery and hanging bags to larger sharing tubs and pouches that serve as focal points for Easter celebrations.
“Easter falls at the start of April this year, meaning retailers need to be prepared ahead of time to capture early bird shoppers. Some retailers may choose to begin building their displays in January to generate early excitement and get ahead of competitors, or opt to introduce displays once Valentine’s Day has passed in mid-February. At this point, retailers have more space to expand their Easter offerings and add larger items, alongside self-treating and smaller products in eye-catching seasonal displays,” adds Newton.
“As is the trend with many occasions throughout the year, shoppers are opting for smaller gifts and treats as opposed to grand gestures. This means that single confectionery and hanging bags continue to grow in popularity as consumers seek affordable luxuries. Whilst stocking Easter eggs is an essential for retailers, confectionery offerings should include smaller items, as well as bigger sharing tubs that offer more for less.” Nostalgia is a theme that continues to run through the confectionery category, with shoppers looking for products that appeal across generations and take them back to childhood memories. Swizzels’ Sweet Shop Favourites collection is ideal for retailers hoping to appeal to this trend, with its vegan-friendly gift carton an affordable, nostalgic option for gifting and its tub perfect for those sharing occasions where hosts want to cater to all.
At Easter, Swizzels’ variety bags (Scrumptious Sweets, Luscious Lollies and Curious Chews) are best-sellers as shoppers look to stock up for Easter hunts, sharing occasions and gifting. With an RRP of £1.25, individually wrapped and containing a variety of Swizzels’ most-loved creations, they’re a versatile product for retailers looking to appeal to all shopper missions.
Sweet Shop Favourites tub (RRP £5) is another favourite with consumers at Easter, appealing to those celebrating with family and friends over the long weekend. Both the variety bags and Sweet Shop Favourites range are not seasonal-specific, meaning that should there be any leftover stock, retailers can use this for other occasions throughout the year.
“Themed displays play a key role in driving seasonal sales, and retailers should ensure these are clearly visible or signposted in high traffic areas to make it easy for shoppers to navigate the store and find what they need. Offering a mix of novelty, limited-edition items alongside a core range of best-selling confectionery will appeal to different preferences and reduce the chance that retailers are left with stock after the occasion,” says Newton.
“Ensuring good stock of high-demand products right up to and throughout the long weekend is essential for last-minute shopper missions and can build loyalty if they feel they can always get what they need from a store. Retailers need to remember that Easter is a four-day weekend, so shoppers will be stocking up and looking for other snacks, drinks and decorations to go alongside sweet treats. Offering bundle deals or pre-made Easter hampers with complementary products is a good way to appeal to those preparing for the occasion or looking for a last-minute contribution to take to a party or gathering.”
World of Sweets, the UK’s leading distributor of confectionery brands, has announced the launch of its Spring 2026 lineup—designed to help retailers maximise seasonal opportunity through value, novelty, and impulse-driving formats.
New category insights show that Spring / Easter continues to be one of the biggest trading moments of the year. Despite continued cost-of-living pressures, 77% of shoppers buy products on promotion, reinforcing the importance of accessible price points and strong value messaging. As chocolate becomes increasingly expensive, more consumers are turning to sugar confectionery to meet their sweet cravings.
Easter also remains a high-participation event: 58% of shoppers plan to celebrate, with 75% buying products they don’t usually purchase, and 40% intending to gift. Social media trends, including TikTok’s rise of Spring Gifting Baskets, continue to drive demand for fun, sharable, and novelty-led treats beyond traditional chocolate formats.
World of Sweets advises retailers to prioritise value for cautious, price-sensitive shoppers, leverage novelty and playful seasonal shapes and maximise impulse with strong off-shelf execution and gifting adjacencies. New Candy Realms Jelly Bunny Heads are a great-quality jelly treat at an unbeatable £1 price point for 170g. Sugar share bags remain in strong growth, with +4% YOY in the total market and +5.7% YOY in convenience channels—outperforming total confectionery and reinforcing consumer appetite for value-led sharing formats.
Combining soft mallows with a jelly centre, Candy Realms Jelly Filled Mallow Bag (£1.00 RRP for 90g) is ideal for sharing or a self-treat. With an all-year-round feel and spring-themed appeal, it is well-positioned for impulse displays.
Candy Realms Spring Hard Candy Lollies are five individually wrapped fruity Easter-themed lollies bundled for just £1. Perfect as an alternative to chocolate and ideal for gifting, sharing, or inclusion in seasonal baskets.
Pick n Mix Station Spring Mix 1kg Bag is a premium assortment of top-selling pick-and-mix favourites including Fizzy Pineapple Rings, Fizzy Strawberries, Foam Flowers and Mallow Flowers. Supplied in branded SRP for standout on shelf.
Candy Realms Spring Mix Cup (£1.99 RRP for 215g) is a new value-focused seasonal cup featuring Sour Hoops, Jelly Bunny Heads, Foam Flowers, Jelly Filled Twist and Mallow. Resealable and kerbside recyclable, with 30% recycled material. Spring candy cups are consistent seasonal best-sellers, offering strong gifting and sharing appeal.
Kathryn Hague, Head of Marketing at World of Sweets, comments: “We’re really excited to add more lines to our Spring range, offering seasonal confectionery at a value price point.
“With consumers still squeezed, offering a consistent price and tasty confectionery favourites is a must.”
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