Three essential‌ ‌Easter‌ ‌trends 2021

Slabs of colored chocolate with Easter prints and textures

Three essential‌ ‌Easter‌ ‌trends 2021

Easter is still being impacted by covid restrictions in many countries this year. However, consumers don't want to miss out on this opportunity to get creative and celebrate, either in small‌ ‌groups‌ ‌or‌ ‌virtually. Online Easter hunts, for example, enable people to connect even when separated.

Consumers are looking for:

  1. Fun & indulgence

  2. Baking from home

  3. Plant based options

1. The consumers crave fun and indulgence

While the classics Eggs & Bunnies still dominate, there's no shortage of innovation to catch consumers by surprise. The market has developed new options for gift giving, such as mailable chocolate or care packages.
Consumers also look for personalisation and surprise, to lift up their spirit or match the moment. The holiday is not exclusive to children and there are adult offerings as well, with alcohol flavors for example, appearing on the‌ ‌shelves.

  • Fortnum & Mason (UK) - Happy Easter plaque to deliver in the mailbox
    Fortnum & Mason (UK) - Happy Easter plaque to deliver in the mailbox
  • M&S Gin&Ton-Egg (UK) - Adult flavored eggs
    M&S Gin&Ton-Egg (UK) - Adult flavored eggs
  • Alain Ducasse filled eggs in their shells (FR) - To eat, it’s simple and fun: you just need to peel the eggshell!
    Alain Ducasse filled eggs in their shells (FR) - To eat, it’s simple and fun: you just need to peel the eggshell!
  • Venchi (IT) - White chocolate Easter egg with tasty Piedmont hazelnuts, almonds, and salted pistachios
    Venchi (IT) - White chocolate Easter egg with tasty Piedmont hazelnuts, almonds, and salted pistachios

2. The homebaking trend continues

The homebaking trend started during the first lockdown but didn’t fade away. This activity helps families get together around the kitchen table and spend some time together. The Easter season is no exception, with craft projects and fun things to do from decorating eggs to making Easter desserts

  • Kellogg’s Bunny Kit (US) that includes all decorations & icing
    Kellogg’s Bunny Kit (US) that includes all decorations & icing
  • M&S Easter baking kit (UK) - for speckled egg cupcakes and eggstra loaded brownies
    M&S Easter baking kit (UK) - for speckled egg cupcakes and eggstra loaded brownies

3. Consumers look for plant-based options

Plant based food has also grown increasingly popular since the pandemic. The concerns about health and the environment have grown in recent years, and plant-based food responds to that ‌ ‌need. As plant based went from niche to mainstream, it reached even the most indulgent and festive categories

Explore more here
  • Nomo (UK) - Caramel & chocolate egg
    Nomo (UK) - Caramel & chocolate egg
  • Cutter & Squidge (UK) - Vegan cookies & cream chocolate egg
    Cutter & Squidge (UK) - Vegan cookies & cream chocolate egg

Trends & Insights