'Cadbury rules at Easter for most Brits'

Almost two thirds of consumers believe that Cadbury offers the best chocolate treats at Easter.

According to product intelligence platform, Vypr’s latest consumer service of 65,000 people, 61 per cent will participate in celebrations and Easter-related activities this year, with 67 per cent planning to buy chocolate eggs.

While Cadbury was found to be the most popular brand (64 per cent), Mars was the favourite for 35 per cent of consumers and specialist retailers including Hotel Chocolat or Thorntons were the top pick for 31 per cent.

Just 11 per cent said their favorite type of Easter Eggs were of own-brands, including Aldi, indicating a strong sense of brand loyalty in this segment.

Further, the report states that majority of participants (88 per cent), said they would be purchasing eggs from a supermarket, with less than 5 per cent planning on buying online or from a specialist shop such as Hotel Chocolat or Lindt.

Aside from chocolate staples, 55 per cent said they would have traditional hot cross buns this year, while 35 per cent are to purchase flavoured versions including salted caramel and chocolate, and 24 per cent will be celebrating with themed cakes.

About 72 per cent said they would have Easter meal at home and while 42 per cent state lamb as their meat of choice, 23 per cent would opt for chicken, with beef for 15 per cent, pork for 8 per cent and a vegetarian or vegan alternative for 10 per cent of consumers.

“Easter has grown substantially from its traditional routes to a much larger celebration. As a result, we have seen growth in Easter-related product offerings, providing consumers with more options,” Vypr founder, Ben Davies said.

“Food producers need to keep innovating around taste, texture and flavourings. For example, more than a dozen hot cross bun flavours now include savoury options. It’s important for brand and product owners to look at how consumers’ choices change by implementing regular insights around behaviour and pricing points.”