A sweet deal for Easter?
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Easter is a time of traditions and family gatherings as it is celebrated with various activities that bring families closer. Another delightful aspect of Easter – it is a time for special treats and the array of bakery products and confectionery that play a central role in the festivities.
Easter remains one of the biggest chocolate-selling events of the year, with an estimated 80–90 million Easter eggs sold annually in the UK, according to GWP Group. This year, Easter Sunday falls late, on 20th April in 2025, meaning a longer lead-up to the big day. This extended season offers retailers more time to satisfy enormous consumer demand and presents a cracking opportunity for retailers looking to meet shoppers’ demand and maximise sales.
Since Easter is closely linked to childhood memories and beloved traditions, consumers often indulge in high-quality products that suit their mood. But might the ongoing squeeze on consumers’ finances impact sales in 2025? Total till sales growth slowed at UK supermarkets (+2.7%) in the last four weeks ending 23rd March 2025, down from (+4%) recorded in February, according to new data released by NielsenIQ (NIQ).
To prepare for April’s increase in household bills, consumers are looking for value for money and when surveyed by NIQ, 47% of UK consumers said they purchase more private label than they ever have before and 75% of UK consumers say store brands are a good alternative to named brands (source: NIQ 2025 Private Label and Branded Products report global survey).
A trend that is also seen in retail, are premium private label products gaining in importance. According to the Mintel Report “Cakes, Cake Bars, and Sweet Baked Goods UK 2024,” 49% of seasonal new launches in 2024 were private labels, with 31% positioned as premium.
Shopping behaviour continues to evolve, with consumers increasingly shopping around for the best prices and offers whilst looking to stretch budgets ahead of planned rises to essential bills at the start of April.
Mike Watkins, head of retailer and business insight at NIQ said: “Looking ahead, retailers have reasons to be optimistic this dip in sales won’t last. Sunnier weather at the start of April and the lead up to Easter will encourage extra spend which will then improve topline sales. We expect all retailers to keep an eye on the favourable start of spring.”
Let’s hope that brands who are using the past as a trend will engage the emotional appeal of shoppers.
While selecting your Easter eggs from the supermarket or enjoying some well-deserved chocolate over the bank holiday, please have a Happy Easter.
- Rodney Jack, editor, Food & Drink Technology.
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