Bakers Journal

Easter chocolate launches up 19% globally since 2022: Mintel

April 6, 2023
By Bakers Journal

Launches of new seasonal Easter chocolate products have increased by 19 per cent over the past 12 months and more than half of Easter chocolate launches globally carried an environmental/ethical claim, according to research firmMintel.

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 one per cent over the last year, according to research from Mintel’s Global New Products Database Meanwhile, innovation for seasonal chocolate as a whole increased five per cent over the same period.

Overall, Easter innovation accounts for a 41 per cent of all seasonal chocolate launches.

Over the last year, the U.K. was responsible for one in eight Easter chocolate launches and the number of Easter-specific launches has grown almost 40 per cent over the past two years.


Worldwide, the top five Easter chocolate innovators are the U.K. (16 per cent), France (nine per cent), Germany (eight per cent), Brazil (eight per cent) and the U.S. (six per cent), collectively responsible for almost half of global chocolate innovation.

“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,” said Marcia Mogelonsky, Director of Insight, Mintel Food and Drink.

“Multiculturalism is set to grow opportunities for seasonal confectionery. Beyond the egg, there is room to broaden the range of seasonal confectionery. Increased travel, immigration and the changing dynamics of migration across the globe will expose consumers to a range of new cultures and holidays. For example, seasonal confectionery has room to grow around holidays like Eid and Diwali as consumers embrace multiple nationalities and traditions. Perhaps the earliest example of a holiday with confectionery traditions that have spread successfully is Halloween. Originally a Celtic harvest festival, it is now celebrated around the world.”

Social and environmental claims rise among seasonal chocolate launches

The importance of social and environmental responsibility in chocolate is confirmed by the fact that, over the last 12 months, more than half of Easter chocolate launches globally carried an environmental/ethical claim, up from less than half 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 U.K., for example, ethical certification does not rank highly among chocolate purchase factors compared to other criteria such as a favourite flavour or interesting texture. Meanwhile, a quarter of U.K. chocolate lovers would be enticed by recyclable packaging, according to Mintel research.

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