EASTER 2026: SWEET OPPORTUNITIES IN A CHANGING MARKET

Last Easter offered a cautionary tale for the sector. Despite widespread promotions and multi-buy offers, overall consumer spend on chocolate declined. The reason was clear, surging global cocoa prices pushed up the cost of production, and in turn, shelf prices.

Shoppers responded not by spending more to compensate, but by buying less. Many traded down to smaller eggs, switched to own-label products, or reduced the number of items in their baskets altogether. Even aggressive discounting struggled to fully offset the impact of higher base prices, highlighting a critical shift in behaviour, consumers are willing to walk away if they don’t perceive genuine value.

The result was a paradox, more deals, but tighter wallets.

What Can Retailers Do to Stand Out in 2026?

In the wake of last year’s challenges, standing out this Easter will require more than price promotions. Retailers, especially independents, must rethink how they deliver value.

1. Lean Into Personalisation and Flexibility
Allow customers to build their own bundles or hampers, choosing from a range of price points. This empowers shoppers to stay within budget while still feeling in control of their purchases.

2. Create ‘Entry-Level Indulgences’
Offer smaller, affordable treats that still feel special, mini eggs, single-origin chocolate bars, or limited-edition sweets. These products cater to cautious spenders while maintaining a sense of occasion.

3. Diversify Beyond Traditional Chocolate
With cocoa prices still a concern, expanding into alternatives is a practical move. Sugar confectionery, fudge, baked goods, and novelty sweets can provide better margins and appeal to a wider audience.

4. Make the Store a Destination
Retailers who turn shopping into an experience will have a competitive edge. Events, tastings, and interactive displays can draw in customers who might otherwise default to supermarkets.

Make the Store a Destination

Retailers who turn shopping into an experience will have a competitive edge. Events, tastings, and interactive displays can draw in customers who might otherwise default to supermarkets. But just as important as what you offer is how you present it, a  clear and well-executed display strategy can significantly influence shopper behaviour.

Dedicated seasonal space remains key. Giving Easter products a strong, visible presence, particularly through secondary displays and smaller, clearly signposted formats, helps shoppers navigate quickly while reinforcing the sense of occasion. Equally, grouping products by segment, such as gifting, sharing, or self-treating, makes decision-making easier and encourages shoppers to trade across different missions.

Flow also matters. Structuring displays to guide customers from entry-level treats through to more premium options can subtly increase basket spend, especially when combined with strong visual cues and thoughtful product adjacencies. Bestsellers should be positioned at eye level, while premium or impulse lines sit just within reach to prompt last-minute additions.

Crucially, availability underpins everything. Well-stocked displays, particularly of core lines, ensure that when shoppers are ready to buy, they can do so without friction. In a season where purchases are often spontaneous or mission-led, a simple, intuitive layout can make the difference between a single-item sale and a more considered, higher-value basket.

Mondelez is leaning directly into this shift in shopper behaviour with its 2026 “fast start” strategy, designed to capture early-season, self-treat missions before traditional gifting peaks. Running from January through to Valentine’s Day, the approach focuses on high-frequency, lower spend purchases, particularly filled eggs and accessible formats that align with more cautious consumer budgets. 

The supplier reports that this segment was a standout performer in 2025, with filled egg singles growing by 27% and multipacks also outpacing the wider Easter category, highlighting strong demand for affordable indulgences.

In-Store Experiences That Drive Footfall

Physical retail still holds a powerful advantage, experience. Independent shops can transform Easter shopping into an event rather than a transaction.

Ideas gaining traction include:

• Easter egg hunts within the store or local area
• Chocolate tasting stations featuring premium or unusual flavours
• Personalisation stations where customers can customise gifts

These experiences not only attract customers but encourage longer dwell times and higher basket spend.

Beyond Chocolate: The Growth of Alternatives

While chocolate remains central to Easter, alternative treats are rapidly gaining popularity. Dietary preferences, allergies, and a desire for novelty are driving demand for sweets, baked goods, and non-food gifts.

Sugar confectionery, retro sweets, and international candy has seen notable growth, particularly among younger consumers and families. These products often offer brighter colours, playful packaging, and a sense of nostalgia that complements Easter’s celebratory tone.

Additionally, non-chocolate gifting options such as plush toys, craft kits, and experience-based gifts are carving out space in the market. For some consumers, especially those buying for children, the focus is shifting from quantity of chocolate to variety of experience.

Summary

Easter 2026 reflects a broader shift in retail, a move away from pure volume toward value, experience, and emotional connection. Consumers are still eager to celebrate, but they are doing so more thoughtfully, weighing cost against meaning.

For independent retailers, this presents both a challenge and an opportunity. Those who can combine strong storytelling, engaging experiences, and smart product curation are well positioned to capture a share of the seasonal spend. In a crowded market of chocolate eggs and promotional offers, the winners this Easter may not be those who sell the most, but those who create the most memorable moments.

Find more guidance around the season with Mars’ ‘Hop To It’ Easter Guide here.