In 2020 we saw elevated sales for Easter. Whilst supermarkets and the media argued about whether Easter Eggs were deemed as an “essential” purchase, people hurriedly went about buying confectionery wherever it was available for those they weren’t able to visit. We were in full lockdown.
Last year, sales dropped slightly compared to 2020, but remain higher than the base year of 2019. Shoppers were more wary that lockdown or travel rules could be imposed - restrictions had lifted a little, to allow the meeting of up to 6 people outdoors – and there were no organised events. Sales for Easter week 2021 were down -4.0% compared to Easter week 2020, but ahead of 2019 by +24.5%
|5000221603665||Cadbury 4 Mini Egg Nests|
|5000221103820||Cadbury Mini Egg Choc Cakes|
|5000221606994||Cadbury 4 Creme Egg Cakes|
|5050360014693||Perfection Easter Butterfly Cakes Pm £1.49|
|5000221607007||Cadbury Creme Egg Gateau|
|5000221105299||Cad Mini Egg Choc Gateau|
|5000221605218||Cadbury Creme Egg Cupcakes 2Pk|
|5000221606284||Cadbury Creme Egg Cakes|
|5000221605140||Mr Kipling Egg Fancies 8Pk|
Without restrictions this year (assuming the trend continues), we could see the same drop again, but as weekly sales still remain ahead of 2019, this decrease should be minimal.
Easter shopping seems to focus more on gifting, rather than meal components – Easter chocolate confectionery did particularly well last year and made up a larger share of total chocolate confectionery than the previous Easter.
|Category||Average Store Sales 2020||Average Store Sales 2021||YoY%|
|Hot Cross Buns||21.69||12.44||43|
|Easter Ice Cream||12.00||6.69||44|
Keep an eye out for the new products announced for this year: • Cadbury Dairy Milk Hot Cross Bun (Chocolate Block) • Cadbury Twirl Orange Easter Egg • Mixed box of Cadbury Crème Egg/Caramel Egg/Oreo Egg
This year Easter falls on 17th April 2022 – for the best sales ensure the focus is on Easter gifting - flowers do well - and ensure cakes and Easter eggs are merchandised prominently.
|50201600||Cadbury Creme Egg Single 40g|
|7622210882974||Cadbury Mini Eggs Bag 80g|
|7622210498519||Cad Creme Egg Medium Egg|
|50201969||Cad Caramel Egg|
|5000159481663||Mars Medium Egg|
|7613287151735||Kit Kat Chunky Medium Egg|
|57026619||Cadbury Oreo Egg|
|7622201102197||Cdm Small Chunk Egg|
|7613032592776||Milkybar Egg Small|
|7622210817297||Cadburys Caramel Eggs 5Pk|