New research has found that shoppers are looking for better value when it comes to Easter eggs.
Analysis by retail data experts Reapp has found that consumers bought just under 450,000 eggs in the affordable price range across two major supermarkets, nearly 20% more than what was sold in 2022. The research found that Easter eggs in the luxury category have dropped 37% year-on-year in terms of sales volume.
The shift was attributed to the cost of living crisis, particularly as Reapp reported that the average price of luxury Easter eggs has increased by 15% in 2023 (£1.35 per unit) while Easter eggs in the more affordable price range saw a 5%t decrease in price compared to 2022.
Reapp commercial director James Lamplugh said new High Fat, Salt & Sugar (HFSS) legislation has changed retailer and shopper behaviour. “As HFSS regulations have rolled out across major supermarkets in the UK, retailers have had to adapt in how they can influence sales amongst products that are now less visible to the consumer,” he said. “The data reflects that category wide inflation is playing a key role in decision making over the luxury for the more affordable, especially this Easter as many families shop for chocolate treats.”
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