Vypr, the leading product intelligence platform, has asked consumers how they’ll celebrate Easter this year. 61% of the nationally representative sample from the 65,000 Vypr community polled said they’d participate in Easter and Easter-related activities.
82% of consumers said they’d spend the traditional long weekend with family, with approximately 20% spending it with friends. A third (33%) said they would be with their partner during Easter. So how are Vypr’s community planning to spend their Easter? Just under 50% (48.62%) said they plan to have an Easter lunch, with 20% undecided. 31% said they didn’t plan to do anything.
With Easter becoming more of a celebration akin to Halloween and Christmas, Vypr wanted to know what consumers would spend their money on. Nearly 30% (28.8%) said they planned to buy Easter decorations, with 20% stating they’d bought some in previous years. However, over 50% (50.49%) said they wouldn’t purchase Easter-themed decorations.
Eggtastic
As Easter Eggs have been on supermarket shelves since early January, Vypr wanted to understand whether consumers were still planning to buy them. 67% of consumers said they planned to buy Easter Eggs, with just under 15% saying they were undecided. Just under 19% said they didn’t plan to. Easter is now an extended holiday for many families participating in Easter-related activities; Vypr wanted to know their planned activities during the Easter break. 86% of respondents said they’d buy their Easter Eggs from a supermarket, with less than 5% choosing to buy online or from a specialist chocolate shop such as Hotel Chocolat or Lindt. According to Vypr’s research, just over 4% of consumers would buy an Easter egg from a convenience store.
And the Easter Egg brand winner is…
Cadbury came out on top with 64% of consumers when asked which was their favourite Easter Egg brand. Mars (Galaxy, Malteasers etc.) was at 35% and specialist retailers Hotel Chocolat or Thorntons at 31%. Own brands, including Aldi, achieved 11% of the consumer choice, with independent brands being selected by 14% of consumers.
Easter activities
45% were planning to organise activities at home, such as Easter egg hunts around their home. 15% said they’d participate in one of the National Trust events traditionally held at one of their properties across the UK. 14% of respondents said they’d join religious activities such as attending church. 12% said they’d go to something locally organised, such as a farm event, and just under 12% said they’d participate in the most traditional Easter activity, egg rolling.
Non-chocolate Easter treats
While chocolate plays a central role in Easter, Vypr asked what other treats would be purchased. 55% of respondents would have traditional hot cross buns this year. 35% of consumers said they’d buy flavoured versions (e.g. salted caramel, chocolate). 27% of respondents said they’d purchase Easter-shaped food such as crumpets, with 24% buying themed cakes. Only 12% said they wouldn’t be buying anything else.
Easter food choices
Perhaps in line with consumers rating Easter as a time to get together with family and friends, 72% said they’d have Easter lunch at home. The four-day weekend potentially makes it easier for people to get together. Only 11% said they’d eat out at a restaurant, with less than 8% choosing a pub lunch. 5% said they’d have a takeaway, and less than 3% said they’d buy ready-to-cook meals from the supermarket. When asked what their choice of meat would be for Easter, 42% of respondents said lamb, with 23% selecting chicken, 15% opting for beef, and just 8% saying they’d be eating pork. 10% of consumers said they’d be eating a vegetarian or vegan alternative on the day.
What makes Easter so great?
Like Mother’s Day, people celebrate Easter with friends and family. When respondents were asked what they most enjoyed about Easter, 30% said they enjoyed getting together with friends and family. However, there were other aspects that people rated, including 21% who said it feels like the start of Spring. Additionally, 19% said it was a four-day weekend, while just under 8% cited religious activities. Chocolate still featured highly, with 22% of respondents stating it was the most enjoyable part of Easter.
Ben Davies, founder of Vypr, said: “Easter has grown substantially from its traditional routes to a much larger celebration. As a result, we have seen growth in Easter-related product offerings, providing consumers with more options. Food producers need to keep innovating around taste, texture and flavourings. For example, more than a dozen hot cross bun flavours now include savoury options.
“It’s important for brand and product owners to look at how consumers’ choices change by implementing regular insights around behaviour and pricing points.”
