Inflation drives Easter sales growth for convenience sector
Sales of Easter confectionery were up 4.2% year-on-year, despite a decline in unit sales of over 9%, new data reveals.
The new figures show that inflation continues to prop up a declining Easter trade for the convenience sector, according to insight from Talysis.
Easter 2025 delivered a noteworthy increase in value sales for the UK convenience channel with sales rising by 4.2%, reports Talysis, the UK’s specialist convenience insight agency.
With a seasonal confectionery range in excess of 300 products available in convenience stores across the UK this year, innovation continued to play an important role and contributed to the seasonal excitement, but despite the introduction of 86 new products for Easter this year, the best sellers remain predominantly driven by established brands and SKUs.
A staggering 75% of all Easter confectionery sales came from the top 20 lines, with 63.5% of sales from just the top 10 products. Only one new product – Reeses Big Cup with Easter Sprinkles 73g – made it into the top 30, albeit there were 10 NPDs in the top 50 Easter lines.
Significant price inflation was prevalent across all of the top 10 Easter products, with average selling prices in convenience up, across the board, between 18.% and 23.8%.
Unsurprisingly Cadbury’s favourites Crème Eggs and Mini Eggs emerged as the standout seasonal stars, collectively contributing 3% of total Easter confectionery sales in the convenience channel. Their highest sales came w/e 20th April, with 14.4% of all Easter sales taking place that week.
However, both brands also saw strong sales ahead of Easter, with Valentine’s week delivering the biggest value sales for both SKUs outside of Easter. In fact, 50% of ‘Easter’ sales happened before the beginning of March.
Ed Roberts, MD of Talysis said the convenience channel differentiated itself from the supermarkets and discounters this year.
“It did not compete on traditional eggs and gifting lines and is now not left with residual stock and clearance issues, which have been seen across supermarkets,” he said.
“Even so, their ability to capitalise on Price-Marked Packs is a huge opportunity to consider for next year. Focusing on what the channel does best should ensure that they’re rewarded by shoppers in the long-term, rather than relying on the short-term impact of inflation to increase sales values.”
