Easter sales data reveals rapid growth of free-from chocolate sector

By Anthony Myers

- Last updated on GMT

NOMO become the fastest-growing established free- from chocolate brand at Easter. Pic: NOMO
NOMO become the fastest-growing established free- from chocolate brand at Easter. Pic: NOMO

Related tags vegan Dairy alternatives plant-based Confectionery

NOMO, one of the UK’s leading free-from chocolate brands has reported a stellar Easter achieving 45.6% value growth compared to the total market’s growth of 16.7% in the category during the seasonal holiday.

The brand said it is continuing to drive innovation within the plant-based/vegan/free-from chocolate category, with an extensive range of all-year-round and seasonal products.

From 2020 to 2022 the sector in general has grown nearly 50% - with 15% further sector growth forecast for this year.

Established in 2019, NOMO is seen as a key driving force in the rapid growth of the free-from chocolate sector. Its sales data reveals a record-setting Easter season to further establish its position as one of the UK’s leading free from chocolate brand.

The data shows NOMO experienced 45.6% value growth during the Easter period, compared to the total market’s value growth of 16.7% in the free from chocolate Easter category – with its total sales amounting to £2,180,336.

This saw NOMO become the fastest-growing established free-from chocolate brand at Easter from units sold perspective – giving the brand a 38.1% value share of the total free-from Easter chocolate category, showing significant growth compared to NOMO’s value share of 30.5% in 2022 Easter sales.

Nearly half of the Easter free-from chocolate products purchased in 2023 were from NOMO, with a 47.5% share of all free-from Easter products. NOMO has cemented itself as a consumer favourite for free-from treats for vegan consumers and individuals with food allergies and intolerances as well as the wider public.

Jac Tyrrell, Brand Manager for NOMO said: “NOMO's performance this season demonstrates the growing demand for free-from products that don’t compromise on taste. We’re proud to be leading the free-from chocolate category, providing consumers with a range of products that are both delicious and safe for those with allergies, food intolerances, and other dietary requirements.

“NOMO is for everyone, and as we continue to expand our range this year with new releases such as our Cookie Dough Bar and Crispy Mo, we look forward to pushing for further growth of the brand and the secto​r.”

The strongest performer over the Easter period was the NOMO Cookie Dough Bunny (30g), which achieved 83.0% growth in value sales and 81.8% unit sales, with total sales amounting to £526,658 ($658,000). 

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