Global Easter chocolate launches up 23%

When it comes to chocolate eggs, bunnies, and other treats, it seems there has never been so much choice for chocolate lovers around the world. According to Mintel Global New Products Database (GNPD), there has been a 23% increase in Easter chocolate launches over the past year (March 2017–February 2018). The countries leading the way in Easter chocolate innovation include Brazil, which accounted for 11% of global Easter chocolate product launches in 2017, followed by South Africa, Germany, and the United Kingdom, each with a 10% share, and finally France (9%).

Reflecting the importance of seasonal products as a whole, 23% of global chocolate launches in 2017 were positioned as seasonal, such as Christmas, Easter, Valentine’s Day, and Halloween.

“Easter represents one of those ‘permissible indulgence’ moments where consumers enjoy giving and receiving chocolate treats,” said Marcia Mogelonsky, director of insight, Mintel Food and Drink. “The holiday also marks a time for increased innovation in confectionery as consumers seek new and novel products. In the United Kingdom, for example, Easter eggs flavored with beer or stout, which were the rage in past years, have given way to new alternatives such as gin-and-tonic flavored eggs. In Germany, the introduction of vegan Easter bunnies and eggs reflects the growing popularity of a plant-based diet in that country. Brazil continues to remain at the top of the leaderboard in terms of new product development, and it seems there is no end to Brazilians’ appetite for Easter chocolate innovation.”

While the lure of chocolate remains strong, it seems many consumers are enjoying it with an element of self-control. According to Mintel GNPD, global launches of chocolate products described as “bites” have grown 50% over the past five years; with “thins” not far behind, increasing 48% over the same period.

Press release