Easter egg sales have fallen by 12% as inflation and high in fat, salt or sugar (HFSS) legislation has dampened demand across UK supermarkets, new data shows.
According to research from retail data experts Reapp, chocolate eggs 600,000 fewer eggs have been sold in the build up to the Bank Holiday weekend, equating to £11.3m in sales value – a 2% decrease from 2023.
It comes as the average price of an egg in UK grocer’s has jumped 11% year on year from £2.27 in 2023 to £2.52 today.
Sales across general Easter confectionery have also dipped, with chocolate bars and sweets seeing a sales volume decrease of 7% year on year.
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Reapp commercial director James Lamplugh said: “The evidence of dwindling Easter egg sales reflects a shift in consumer behaviour. With inflation and a more health-conscious Britain playing a big role in shaping the nation’s baskets.
“With retailers having to satisfy HFSS legislation, Easter eggs are only being sold in dedicated seasonal aisles meaning less visibility for the customer, it comes at no surprise to see less shoppers opting for Easter eggs this year.”
Restrictions to HFSS products first rolled out in UK stores on 1 October 2022, banning the items from key store locations, including entrances, gondola ends and checkouts.
Lamplugh added: “Our data demonstrates that as prices rise, shoppers are recalibrating their purchasing habits, favouring essential items over Easter eggs. It is crucial that retailers find the right balance through in-store promotions to incentify sales.”
It comes as Mars, Nestlé and Terry’s Chocolate have been accused of shrinkflation on chocolate Easter eggs, by consumer group Which?.
While global cocoa prices have reached new historic highs, the watchdog also found that certain products from brands have shrunk in size and weight, but not in price.
