Easter Chocolate Launches Increased by 19% Since 2022

2023 is a bumper year for Easter treats, 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.

While there has been an explosion in Easter chocolate innovation, the same is not true for chocolate innovation as a whole; it’s remained virtually unchanged increasing just 1% over the last year. Meanwhile, innovation for seasonal chocolate as a whole increased 5% over the same period. Overall, Easter innovation accounts for a sweet 41% of all seasonal chocolate launches.

When it comes to regional launch activity, the UK is officially top of the chocs leading the way in Easter innovation globally. Over the last year, the UK was responsible for one in eight (16%) Easter chocolate launches. 

“Following several subdued years of Easter celebrations, chocolate lovers are set to enjoy an impressive array of chocolate eggs and novelties this Easter,” says Marcia Mogelonsky, Director of Insight, Mintel Food and Drink. “As the world becomes more relaxed about social gatherings, celebrations will be more plentiful, sparking improved revenue for seasonal chocolates, especially those linked with an interactive component, like Easter egg hunts.” 

Across the globe, the top five Easter chocolate innovators are the UK (16%), France (9%), Germany (8%), Brazil (8%) and the US (6%), collectively responsible for almost half of global chocolate innovation. 

The importance of social and environmental responsibility in chocolate is confirmed by the fact that, over the last 12 months, nearly three in five (57%) Easter chocolate launches globally carried an environmental/ethical claim up from less than half (48%) the previous year. But, while the confectionery industry continues to respond to a number of sustainability issues, consumers are not as enthusiastic about sustainable attributes. In the UK, ethical certification (9%) does not rank highly among chocolate purchase factors compared to other criteria such as a favorite flavor (37%) or interesting texture (16%). Meanwhile, a quarter (25%) of UK chocolate lovers would be enticed by recyclable packaging.