Easter chocolate product launches increase 19% globally since 2022

From chocolate bunnies to marshmallow Peeps, it’s set to be a bumper year for Easter treats as, according to new research from Mintel Global New Products Database (GNPD), launches of new seasonal Easter chocolate products have increased 19% over the past 12 months — from March 2022 to February 2023.

While there has been an explosion in new Easter chocolate product innovation, the same cannot be said for chocolate innovation as a whole, which increased just 1% over the last year — from March 2022 to February 2023. Meanwhile, innovation for seasonal chocolate increased by 5% over the same period. Easter innovation accounts for a sweet 41% of all seasonal chocolate launches.
Marcia Mogelonsky, Director of Insight, Mintel Food and Drink, said:

“As many as two in five (41%) Americans buy Easter-themed chocolate/candy, making it the second most popular seasonal chocolate/candy following Valentine’s Day (45%). As the world becomes more relaxed about social gatherings, Easter celebrations will be more plentiful, sparking improved revenue for seasonal chocolates, especially those linked with an interactive component like Easter egg hunts.”

Finally, while the confectionery industry continues to respond to a number of sustainability issues, consumers are not as enthusiastic about sustainable attributes. An internet survey in 2022 revealed that only 10% of US consumers are interested in purchasing chocolate that is considered ‘fair trade’ (ie, fair wages for workers)*.

“Confectionery has many sustainability pain points. For manufacturers, the sourcing of raw ingredients leads to discussions ranging from fair treatment of workers to growing conditions. Sustainable packaging concerns include not only types of packaging materials but also a focus on how much packaging is too much. Looking ahead, manufacturers and brands must commit to more sustainable practices in a category that thrives on fun and indulgence. While consumers will continue to expect manufacturers to provide sustainably sourced products, they will also have to take action by stepping back from unsustainably produced products,” Marcia concluded.

^{*1842 internet users aged 18+ who’ve purchased chocolate candy in the three months to April 2022.}

Image credit: iStock.com/LisaStrachan