Easter chocolate launches rise by 23%

There has been a 23% rise in Easter chocolate product launches between March 2017 and February 2018.

According to Mintel Global New Products Database (GNPD), Brazil accounted for 11% of global Easter chocolate product launches in 2017.

Germany is also host to plenty of Easter chocolate innovation, sharing second place with South Africa and the UK (each with a 10% share), followed by France with a 9% share.

Reflecting the importance of seasonal products as a whole, in 2017 almost a quarter (23%) of chocolate launches globally were seasonal launches, such as Christmas, Easter, Valentine’s Day and Halloween.

Marcia Mogelonsky, director of Insight, Mintel Food and Drink, said: “Easter represents one of those ‘permissible indulgence’ moments where consumers enjoy giving and receiving chocolate treats. The holiday also marks a time for increased innovation in confectionery as consumers seek new and novel products.

“In Germany, for example, the introduction of vegan Easter bunnies and eggs reflect the growing popularity of a plant-based diet in that country. In the UK, Easter eggs flavoured with beer or stout, which were the rage in past years, have given way to new alternatives such as gin-and-tonic flavoured eggs.”

According to 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.

But just as bite-sized forms’ popularity is increasing, consumers are losing their appetite for ‘light’ versions of confectionery (such as low-sugar or low-fat varieties). Launches of products described as ‘light’ fell by 22% between 2012 and 2017.

“The growth of bite-sized pieces of chocolate points to the ongoing trend of acceptable treats. Pre-measured 100-calorie packs of chocolate or other treats have fallen from favour as consumers move away from diets that focus on strict calorie counts,” added Mogelonsky.