Top Easter chocolate in the UK for 2025

Seasonal products driven by nostalgic options

CONSUMERS were still driven by nostalgic options this Easter as some timeless classic make up the top 10 Easter confectionery products sold in 2025.

According to the latest data from Talysis, the UK’s specialist convenience insight agency, sales of Easter confectionery in the convenience channel rose by 4.2% year on year against 2024, despite a decline in overall unit sales of 9.2%.

As a result, Talysis has said that the new figures show that Easter sales continued to be propped up by inflation.

Shoppers continued to seek out some tried and tested options as well, with the top 10 dominated by some classic options from childhood. Despite an excess of 300 Easter themed products available on shelves for Easter this year, 75% of all Easter confectionery sales came from Talysis’ top 20 lines, with 63.5% coming from just the top 10.

Even with 86 new products on shelf for 2025, only one NPD made its way into the top 30 in value sales terms with Reese’s Big Cup with Easter Sprinkles. The new launch from Reese’s just barely made it into the top 30 at place No.30, though there were a further 9 NPDs to be found in the top 50 Easter lines for this year.

But when it came to the top 10 of the year, there was just no beating the ever-popular and well-trusted selection.

Cadbury has clearly dominated the top 10 for 2025 with the brand’s Mini Eggs and Creme Egg lines emerging as standout favourites with consumers, collectively contributing 63% of total Easter confectionery sales in the convenience channel.

The pair saw a peak for sales in the final week before Easter (w/e 20th April), with 14.4% of all Easter sales taking place in that week, highlighting the importance of last-minute stock across convenience stores.

Both brands also saw strong sales well in advance of Easter as well, with Valentine’s Week (w/e 16 February) delivering the biggest value sales for both SKUs outside of Easter.

Ed Roberts, managing director at Talysis Ltd, said: “While 32% of total confectionery sales in the convenience channel come from price-marked packs (PMPs), the Easter range presents a different picture, with only 2% of Easter confectionery sales coming from PMP lines.

“With the top 10 Easter products comprising mainly if single impulse and hanging bag type products, rather than traditional Easter gifting lines, you have to question whether the channel missed a trick to really capitalise on Easter impulse through the lack of seasonal PMP lines and if there is an opportunity for PMPs to play a larger role in the seasonal market.

“This year, the convenience channel differentiated itself from the supermarkets and discounters.

“It did not compete on traditional eggs and gifting lines and is now not left with residual stick and clearance issues, which have been seen across the supermarkets this week.

“Even so, their ability to capitalise on PMPs 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.”