2023
9
UK Easter Market Report 2023
2023-06-20T04:02:47+01:00
OX1158657
2195
164260
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Report
en_GB
"While the cost of living crisis did affect behaviour for Easter 2023, spending for the event held up better than other seasonal events. With value still likely to be high…

UK Easter Market Report 2023

£ 2,195 (Excl.Tax)

Report Summary

“While the cost of living crisis did affect behaviour for Easter 2023, spending for the event held up better than other seasonal events. With value still likely to be high on the agenda for 2024, but pressure on finances to have eased a little, retailers will have further opportunities to frame Easter as an excuse to bring family and friends together and highlight premium in-home dining offers to continue to gain from out-of-home.”

– Emily Viberg, Retail analyst

Key issues covered in this Report:

  • The outlook for Easter 2024
  • Why retailers should focus on premiumisation at Easter
  • How the demand for in-home food and drink will be more than cost-driven
  • Gifts purchased for Easter 2023
  • How much was spent on Easter gifts in 2023
  • Future interest when buying chocolate products for Easter
  • The impact of cost-of-living crisis on Easter gift buying
  • Easter shopping behaviours

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The market
    • Consumer spending on Easter grows 16% in 2023
      • Figure 1: Estimated consumer spending on Easter products, 2020-23
    • In-home food and drink lead spending
      • Figure 2: Breakdown of estimated consumer spending on Easter products, 2023
    • Chocolate products in prime position to tap into the ‘feel good’ factor
      • Figure 3: Attitudes towards chocolate, 2022
    • Companies and brands
    • Private label lead NPD in 2023
      • Figure 4: Private label vs branded Easter NPD launches in the UK, 2022
    • Easter products with an experience
      • Figure 5: Examples of products that have an experiential element, 2023
    • Ethical claims top Easter NPD in the UK
      • Figure 6: Top 10 claims for Easter products in the UK, 2022
    • Advertising spend in March/April increases 12%
      • Figure 7: Total above-the-line, online display and direct mail advertising expenditure by all retailers in March-April, 2019-23
    • The consumer
    • Easter gift purchasing falls amid cost-of-living crisis
      • Figure 8: Easter gift purchasing levels, 2019-23
    • Average gift spending grows despite financial concerns
      • Figure 9: Average consumer spending on Easter gifts, 2020-23
    • Chocolates included in a giftset appeal the most
      • Figure 10: Future interest when buying chocolate products, 2023
    • Cost-of-living crisis hampers Easter gift buying
      • Figure 11: The impact of cost-of-living crisis on Easter gift buying, 2023
    • Easter shopping is convenience-driven
      • Figure 12: Easter shopping behaviours, 2023
  3. Issues and Insights

    • Prospects for Easter in 2024
    • Gifts that feel like a treat will drive demand
    • Remind shoppers to take care of themselves at Easter through self-gifting
    • Opportunity to transfer out-of-home demand to in-home will continue in 2024
    • Make Easter about spending time with the family at home
    • Plenty of room for premium chocolate confectionary to appeal
    • Differentiate on texture and flavour combinations
    • Increase visibility of new product launches in-store
  4. Market Size and Performance

    • Consumer spending on Easter grows 16% in 2023
      • Figure 13: Estimated consumer spending on Easter products, 2020-2023
      • Figure 14: Breakdown of estimated consumer spending on Easter products, 2023
  5. Market Drivers

    • Inflation will continue to eat into consumer spending power over the course of 2023
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 15: Household financial wellbeing index, 2018-23
    • …and most people are feeling the effects of price rises
    • Retailers need to encourage spend from an ageing population
      • Figure 16: Breakdown of trend in the age structure of the UK population, 2020-30
      • Figure 17: Breakdown of trend in the age structure of the UK population, 2020-30
    • Elevating the at-home dining experience presents multiple opportunities
      • Figure 18: Attitudes towards in-home cooking, 2022
    • Chocolate products in prime position to tap into the ‘feel good’ factor
      • Figure 19: Attitudes towards chocolate, 2022
  6. Easter New Product Development and Innovation

    • Private label lead NPD in 2023
      • Figure 20: UK: Private label vs branded Easter launches, 2019-23
    • Own-label help make celebrations indoors special with baked goods
      • Figure 21: Examples of own-label food and drink NPD, 2023
    • Brands highlight value for money
      • Figure 22: Examples of branded products highlighting value, 2023
      • Figure 23: Examples of Easter products highlighting ‘handmade’ aspect, 2023
    • Range extension is the most popular type of launch
      • Figure 24: Type of launches for Easter 2023
    • Give gifts a novelty makeover
      • Figure 25: Examples of playful and fun Easter gifts, 2023
    • Ethical claims top Easter NPD in 2023
      • Figure 26: Top 10 claims for Easter products in the UK, 2023
    • A happy sustainable packaged Easter
      • Figure 27: Examples of sustainably packaged Easter products, 2023
    • Chocolate confectionary dominates Easter NPD
      • Figure 28: Top categories for Easter new product launches in the UK, 2023
    • Easter chocolate eggs come in all shapes and sizes
      • Figure 29: Examples of fun-shaped Easter chocolate eggs, 2023
    • Heston Blumenthal Dabbit
      • Figure 30: Heston Blumenthal’s Dabbit, 2023
      • Figure 31: Examples of products that have an experiential element, 2023
    • Grocers lead Easter NPD brand
      • Figure 32: Leading Easter NPD brands in the UK, 2023
    • Waitrose highlights sustainability and ethical credential on pack
      • Figure 33: Waitrose’s sustainable packaged Easter products, 2023
    • Sainsbury’s highlights taste The Difference
      • Figure 34: Examples of Sainsbury’s Taste the Different premium brand 2023
      • Figure 35: Cadbury’s Crème Egg SubMelt sandwich and Morrisons cheese Easter eggs, 2023
  7. Advertising and Marketing Activity

    • Advertising spend in April falls 6%
      • Figure 36: Total above-the-line, online display and direct mail advertising expenditure by all retailers in March-April, 2019-23
    • Amazon top ad spender in 2023
      • Figure 37: Total above-the-line, online display and direct mail advertising expenditure by top 20 advertisers in March-April 2023
    • TV the most popular ad channel
      • Figure 38: Recorded above-the-line, online display and direct mail total advertising expenditure by all retailers, by advertising method in March-April 2023
    • Key Easter campaigns in 2023
    • M&S “Easter Together” campaign focuses on celebrations with loved ones
    • Dreams launches Easter charity campaign “Help make a safe night’s sleep a reality”
    • Cadbury uses inclusive technology for Easter egg hunters in 2023
    • Tesco gives logo a makeover for Easter
      • Figure 39: Tesco Easter logo, 2023
    • Nielsen Ad Intel coverage
  8. Gifts Purchased for Easter 2023

    • Easter gift purchasing falls amid cost-of-living crisis
      • Figure 40: Easter gift purchasing levels, 2019-23
    • 16-34s more likely to buy into Easter gifting
      • Figure 41: Easter gift purchasing levels, by age, 2023
    • Chocolates lead in-store gift shopping
      • Figure 42: Breakdown of Easter gift buying online and in-store, 2023
    • HFSS regulations can give retailers the chance to champion other categories
  9. Amount Spent on Easter Gifts in 2023

    • Average gift spending grows despite financial concerns
      • Figure 43: Average consumer spending on Easter gifts, 2020-23
  10. Future Interest When Buying Chocolate Products

    • Chocolates included in a giftset appeal the most
    • Novel twists on the classic Easter chocolate egg appeal
      • Figure 44: Future interest when buying chocolate products, 2023
    • Make shopping for chocolate products an experience for 16-34s
      • Figure 45: Future interest when buying chocolate products, by age group, 2023
    • Engage lower-income earners with unusual ingredients
      • Figure 46: Future interest when buying chocolate products, by household income, 2023
  11. The Impact of Cost of Living on Easter

    • Cost-of-living crisis hampers Easter gift buying
    • In-home dining at Easter to remain a key opportunity in 2024
      • Figure 47: The impact of cost-of-living crisis on Easter gift buying, 2023
    • Lower-income households more likely to have cut back for Easter 2023
      • Figure 48: The impact of cost-of-living crisis on Easter gift shopping, by household income, 2023
    • Easter celebrations centred around younger children
      • Figure 49: Number having a special meal at home, by presence and age of children in the household, 2023
  12. Easter 2023 Shopping Behaviours

    • Consumers value an easy shopping experience at Easter
      • Figure 50: Easter shopping behaviours, 2023
    • Gifts that feel like a special treat will draw in lower earners
      • Figure 51: Attitudes to treating at Easter, by household income, 2023
    • Price perception between own-label and branded narrows
      • Figure 52: Perception of own-label and branded chocolate products, by financial situation, 2023
  13. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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