Vegan, sugar-free to dominate this Easter

Vegan and sugar-free are expected to dominate the Easter egg category this year, states a new report, citing findings that online searches for ‘vegan Easter eggs’ in the UK rose by 79 percent during recent years.

According to digital wholesaler ShelfNow, consumers are increasingly opting for healthier and more sustainable options and vegan and sugar-free are expected to dominate this year.

Apart from Easter eggs, non-food trends such as themed tableware, Easter egg hunt supplies and flowers are also expected to help increase average basket spend. 

Rachel Hewlett, sales business development lead at ShelfNow explained, “Retailers should consider going beyond confectionery with their product ranges this Easter. Many families and friends gather over Easter and there is plenty of opportunity for condiments, wines and cheeses, as well as the traditional confectionery and baked items. 

“For non-chocolate eaters, we’ve found marshmallows and themed biscuits are extremely popular options to stock. Gift baskets are always popular for a last-minute purchase, and they are a great way of driving cross-category sales,” Hewlett said.

According to research by the retail analysts Mintel, Easter was estimated to be worth £550 million to UK retailers in 2016, and the figure has since grown. In 2021, almost one in 20 Britons brought home decorations for Easter, rising to one in 10 between the ages of 25 and 40.

This year, with social distancing rules no longer in picture, householders are expected to push more on lavish decorations.

Many retailers’ websites are already out of stock of Easter cracker kits – the equivalent of the Christmas cracker but often featuring an abundance of bunnies and floral illustrations, The Guardian stated in a report, adding that there has been a significant move towards sustainability, with blank mache, wooden and ceramic Easter decorations proving popular.