Chocolate purchasing intent for Easter is expected to slide due to factors like the ongoing cost of living crisis and growing concerns over sustainability while Easter-themed wrapping paper is expected to be in demand this year, states a recent report.
According to a UK consumer survey by product intelligence platform Vypr, 39 per cent of people are cutting back on chocolate eggs this year, while 24 per cent plan to spend less than £5 on Easter gifts.
While health concerns have led 29 per cent of consumers to scale back their Easter egg purchases, sustainability is a factor for many shoppers.
The desire for more eco-friendly options is evident for some, as 17 per cent of people are looking to choose gifts with less packaging, and another 17 per cent are prioritising items wrapped in less plastic.
Additionally, 15 per cent are opting to skip Easter altogether this year to avoid contributing to waste.
Despite these preferences, many shoppers are still planning to spend this Easter, although most say it’s going to be very low-key, with the majority (53 per cent) expecting to spend less than £10 in total, covering gifts, decorations, and entertaining.
Encouragingly for retailers, over a third (35 per cent) of consumers plan to spend between £10 and £50.
Chocolate eggs will still play a key part in these purchases, but for some, alternatives are gaining popularity. Cash gifts (10 per cent) and toys (9 per cent) are among the most popular choices.
Additionally, 10 per cent are looking for chocolate that isn’t egg-shaped, while 8 per cent will be buying Easter decorations.
Vypr noted that many supermarkets, convenience stores and wider retailers have expanded their range of Easter decorations this year, with 21 per cent of shoppers saying they have noticed the increased variety.
However, only 8 per cent report that this is likely to persuade them to purchase. Overall, 54 per cent of people do not decorate for Easter, and of those who do, 14 per cent plan to reuse last year’s decorations, while only 10 per cent will buy new ones.
Ben Davies, founder of Vypr, commented, “Retailers have plenty to consider when planning their 2025 Easter ranges.
"A quarter of shoppers are looking to gift-wrap Easter presents this year, making Easter-themed wrapping paper a clear opportunity to drive sales.
"Meanwhile, one in ten plan to buy Easter-themed clothing for children – which is something supermarkets could tap into to boost seasonal sales.
“Sustainability is also becoming a bigger priority for consumers, and demand for eco-friendly alternatives will only grow. This is a key area for NPD teams to explore, ensuring their ranges appeal to increasingly eco-conscious shoppers.”
Andrew Goodacre
Andrew Goodacre
