"HFSS rules shift chocolate from prime in-store spots, creating space for non-food gifting and in-home dining. For Easter 2027, elevate gifting areas to drive cross-category gifting and meet demand for personalised experiences."
Emily Viberg, Retail analyst
Easter 2026 saw total spending reach an estimated £1.78bn, with food and drink accounting for over a third of the market. HFSS regulations reduced front-of-store confectionery space, giving retailers the chance to shift toward mission-led, cross-category displays that maintain chocolate visibility within adjacent gifting zones while improving shopping convenience. At the same time, shoppers showed a clear preference for gift-ready Easter chocolate, creating a strong opportunity for more intentional, reusable packaging that enhances both appeal and differentiation.
Looking ahead, Easter will continue to evolve in line with more health-conscious behaviours, particularly in a GLP-1 influenced landscape. Meal occasions are set to shift away from fixed, abundance-led formats toward more flexible, modular approaches that give consumers greater control over portions and choice. In this context, indulgence will be redefined-not as restriction, but as balance – placing greater emphasis on satisfaction, quality and nutrient-forward experiences.
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