Budget-conscious consumers are celebrating Easter with affordable festive chocolates and candies, with private label (i.e., store brands) offerings and seasonal favorites, like the iconic marshmallow treats Peeps and jelly beans, brightening holiday baskets.
Most consumers (63%) are extremely concerned about inflation, the highest it has been since September 2024, according to 400 consumers surveyed in market research firm 84.51°’s March report. Additionally, 83% of shoppers said they were not comfortable at all with grocery prices, 84.51° added.
However, 73% of consumers still are planning to celebrate Easter with chocolate candy, while half will purchase some form of Easter-themed candy, 84.51° stated. Additionally, 40% said they would purchase fruit-flavored and sugar candies, and 31% are buying Peeps, 84.51° added.
Private-label chocolates outpace store brands
Consumers hunting for Easter savings are turning to store brands for their favorite seasonal treat – chocolate.
Most global consumers (63%) said that they are buying significantly or slightly more private-label products in 2024, according to a survey of 8,000 shoppers across the US and Europe from global consulting firm Simon-Kucher. Additionally, only 1% of consumers said that they were purchasing significantly fewer private-label products.
The increased demand for private-label products is apparent in the chocolate category. Private-label chocolate sales grew 30% in 2024, compared to non-private-label products at approximately 13%, according to Ibotta data. Additionally, average prices for private-label chocolates dropped 4% in 2024, while non-private-label prices rose 17% during the same time.
Cocoa and sugar prices set to spike in 2025
Sugar and cocoa prices will remain volatile in 2025 due to drought and "unusually hot weather" around the equator, which impacts the sweets and candy category, Richard Volper, associate professor of agribusiness at California Polytechnic State University, explained during an FMI - The Food Industry Association webinar. Sugar and sweets prices are expected to rise by 6.4% in 2025, compared to the 20-year average of 3%, he added.
Walmart’s Bettergoods is meeting the demand for affordable seasonal treats, while also assisting with the Easter preparations.
Bettergoods launched a seasonal plant-based hollow chocolate bunny and Springtime Gummies in original and sour, retailing for $4.47 and $2.37, respectively.
Also, Walmart is promoting its egg-less Easter day meal for $20, which includes a boneless brown sugar ham, whole russet potatoes, sweet corn, dinner rolls, two boxes of Kraft Deluxe Mac n Cheese, a crème cake and other seasonal amenities.
Other store brands, like Target’s Favorite Day, released its seasonal lineup, which includes various chocolate bunnies, chocolate coins, frosted sugar cookies, cake pops, trail mixes and cupcakes.
Peeps release seasonal flavors and collaborations
National CPG brands are countering private-label offerings with new flavors, Easter-themed products and engaging marketing campaigns.
Peeps remain a popular Easter treat and released several new flavors and collaborations, including:
- Chocolate Pudding Flavored Marshmallow Bunnies, Rice Krispies Treats Flavored Marshmallow Chicks and Strawberry Flavored Marshmallow Chicks Dipped in Milk Chocolate are available at major retailers.
- Cinnamon Churro and Breyers Cookies & Cream Peeps flavors are exclusive flavors for Walmart and Kroger stores, respectively.
- Peeps also partnered with Promised Land Dairy to release Peeps-flavored milk, available until April 20 and while supplies last.
Brach’s and Hershey put a spin on the Easter egg hunt
Confectionery leaders Brach’s and Hershey are leaning into marketing campaigns to make a splash this spring.
Jelly bean maker Brach’s will make Easter egg hunt preparations easier with a partnership with card greeting company Card My Yard, where the company will hide plastic candy-filled eggs in consumers’ yards, starting on April 3. The egg-hiding service will only be available in 10 cities, including Los Angeles, New York City, Chicago and Washington.
Hershey is encouraging consumers to “egg” their neighbor’s house – i.e., leave them surprise Easter treats – with a partnership with HGTV star and do-it-yourself enthusiast Jasmine Roth. Consumers are encouraged to leave a sign that says “You’ve been egged!” and tag @Reeses and @Cadburyusa in social media posts.
US better-for-you confection brands YumEarth and Unreal are getting into the seasonal festivities as well, with convenient snack options.
YumEarth released organic jelly beans, Easter-branded sour gummies and an Easter egg hunt kit, which contains 12 plastic eggs and 12 snack packs. Similarly, chocolate company Unreal released its dark chocolate coconut bars and peanut butter cups in a 20-snack pack box.
