Cracking Easter innovation: increase in Easter chocolate launches since 2022

Cracking Easter innovation: increase in Easter chocolate launches since 2022

The UK has taken the top spot for Easter chocolate innovation, according to new research from Mintel Global New Products Database.

Launches of new seasonal Easter chocolate products have increased by 19% over the last 12 months, with this year set to be a bumper year for Easter treats.

When it comes to regional launch activity, the UK is officially top of the chocs leading the way in Easter innovation globally. From March 2022 to February 2023, the UK was responsible for an impressive one in eight (16%) Easter chocolate launches, leaving chocolate lovers spoilt for choice.

Easter innovation has come on leaps and bounds in the UK according to the research, as the number of Easter-specific launches has grown almost 40% over the past two years.

Overall, Easter innovation accounts for 41% of all seasonal chocolate launches.


The Mintel research also found that over the last 12 months, nearly three in five (57%) of Easter chocolate launches globally carried an environmental/ethical claim, up from less than half (48%) the previous year.

However, while the confectionary industry continues to respond to a number of sustainability issues, consumers are not as enthusiastic about sustainable attributes.

In the UK, ethical certification (9%) does not rank highly among chocolate purchase factors compared to other criteria, such as a favourite flavour (37%) or interesting texture (16%). Meanwhile, a quarter (25%) of UK chocolate lovers would be enticed by recyclable packaging.

Director of Insight, Mintel Food and Drink, Marcia Mogelonsky said: “Following several subdued years of Easter celebrations, chocolate lovers are set to enjoy an impressive array of chocolate eggs and novelties this Easter.

“As the world becomes more relaxed about social gatherings, celebrations will be more plentiful, sparking improved revenue for seasonal chocolates, especially those linked with an interactive component, like Easter egg hunts.”