Easter eggs – too good to save for children: Mintel

By Michael Stones contact

- Last updated on GMT

Chocolate Easter eggs – too good to save just for children
Chocolate Easter eggs – too good to save just for children

Related tags: Chocolate, Easter egg

Easter eggs are too good to buy just for children, according to new research from Mintel.

Nearly one-in-20 (18%) adults plan to buy the chocolate treats for themselves, or other grown-ups this Easter.

But purchases for children remain the driving factor behind purchases, with about 30% of consumers planning to buy Easter eggs for children.

Nearly two-thirds (62%) of women intend to buy chocolate Easter gifts, compared with less than half (43%) of men.

Last year UK shoppers spent £500M on Easter products, including about £250M on confectionery and £120M on in-home food and drink. A further £112M was spent on gifts and £18M on greetings cards.

£250M on confectionery

More than two-thirds spent money on Easter last year. Chocolate gifts – such as Easter eggs – accounted for more than half (53%) of total spending. That was followed by greetings cards making up 13% of Easter purchases and a special meal at home 10%.

Scottish and northern consumers were more likely than their southern counterparts to buy chocolate products, as 58% of shoppers in those regions planned to make purchases.

The least likely to buy Easter chocolate were shoppers in London, with just 43% planning to buy, and Yorkshire and Humberside, where 50% planned to bring chocolates home.

Mintel’s head of retail research Neil Mason said Easter chocolate and food sales were gifts that could keep on giving. “There are likely still opportunities to drive up participation and average spend for events such as Easter,” ​said Mason.

Online-only rivals

Choc-tastic Easter facts

  • 18% of adults to buy chocolate for grown-ups
  • 30% to buy chocolate for children
  • £500M spent on Easter products in 2014
  • £250m spent on confectionery
  • £120M spent on in-home food and drink
  • Scottish shoppers more likely to buy than southerners      

“And for store-based retailers, facing competition from online-only rivals, seasonal occasions provide opportunities to make their shops destinations. Seasonally themed ranges, merchandising and in-store events can provide shoppers with reasons to visit their stores.”

More than a quarter (26%) of chocolate buyers said they were prompted to buy chocolate when they saw a seasonal products such as bunny shapes for Easter.

But a third of those surveyed believed Easter was becoming too commercial and a quarter considered Easter eggs were not good value for money.

“When asked to reflect on seasonal events, many consumers seem to think they are largely money-making schemes for retailers and brand owners. At the same time, many shoppers like to shop, cynicism does not stop consumers buying into these events,”​ said Mason.

But Easter remained a more popular shopping occasion than Mothers’ Day, Valentine’s Day or Halloween. Last year, seven-in-10 (68%) UK consumers spent money on goods or services for Easter, compared with 64% for Mothers’ Day, 55% for Valentine’s Day and, in 2013, 43% for Halloween.

Related topics: Dairy-based ingredients, Dairy

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