Almost two thirds (64%) of consumers have agreed that Cadbury offers the best chocolate treats at Easter.
According to product intelligence platform, Vypr’s latest consumer service of 65,000 people, 61% will participate in celebrations and Easter-related activities this year, with 67% planning to buy chocolate eggs.
While Cadbury was found to be the most popular brand, Mars was the favourite for 35% of consumers and specialist retailers including Hotel Chocolat or Thorntons were the top pick for 31%.
However, just 11% said their favorite type of Easter Eggs were of own-brands, including Aldi.
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The majority of participants (88%), said they would be purchasing eggs from a supermarket, with less than 5% planning on buying online or from a specialist shop such as Hotel Chocolat or Lindt.
Aside from chocolate staples, 55% said they would have traditional hot cross buns this year, while 35% are to purchase flavoured versions including salted caramel and chocolate, and 24% will be celebrating with themed cakes.
When considering an Easter meal, 72% said they would have this at home and while 42% stating lamb as their meat of choice, 23% would opt for chicken, with beef for 15%, pork for 8% and a vegetarian or vegan alternative for 10% 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.”
