Easter chocolate prices

Behind the numbers

Easter impulse lines account for 45% of total Easter confectionery sales, while the last three weeks to Easter represent 55% of traditional sales and 70% of traditional Easter eggs, with 28% of seasonal sales in the last week. With plenty of opportunities, which lines can stores afford to increase? 

Sixty-three per cent are pricing Cadbury Mini Eggs as high as £1.89, compared with 37% selling it at its most-common price of £1. 

Forty-three per cent are selling Malteser Medium Egg above its most-common price of £2 (charged by 56%), with some going as high as £3.99. Similarly, 42% are going above the Aero Peppermint Large Egg’s most-common price of £4, with some charging as much as £5.99. Conversely, 94% sell Galaxy Caramel Mini Eggs at its most-common price of £1.29, while Cadbury Creme Egg’s most-common price of 69p is also heavily favoured. It is set by 85%, possibly to drive sales in the lead-up to Easter.