“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
Collapse All
-
Overview
- Key issues covered in this Report
- Products covered in this Report
-
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
-
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
-
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
- Consumer spending on Easter grows 16% in 2023
-
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
-
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
- Private label lead NPD in 2023
-
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
- Advertising spend in April falls 6%
-
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
- Easter gift purchasing falls amid cost-of-living crisis
-
Amount Spent on Easter Gifts in 2023
- Average gift spending grows despite financial concerns
- Figure 43: Average consumer spending on Easter gifts, 2020-23
- Average gift spending grows despite financial concerns
-
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
-
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
-
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
- Consumers value an easy shopping experience at Easter
-
Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
