Cheap Easter eggs ‘out’ and luxury chocolate ‘in’ as shoppers rethink treats | Personal Finance | Finance

Chocolate lovers are being hit hard this Easter, with soaring cocoa prices jumping 17% in a year – and it’s changing what ends up in baskets across the UK. Shoppers are steering clear of bargain-bin eggs and instead splashing out on fewer, posher treats.

New figures from Faire reveal a major shift in spending habits, as rising costs push consumers to be pickier than ever. But rather than giving up their sweet fix, many are choosing quality over quantity. New data shows chocolate’s share of Easter spending has tumbled from 40% last year to just 30% now. At the same time, mid-range treats are booming, with nearly half of all purchases now sitting in the £5 to £8 bracket.

Meanwhile, cut-price eggs are falling out of favour, with items under £5 dropping from 44% of orders to less than a third.

Instead, shoppers are focusing on thoughtful gifts, better ingredients and ethical choices over impulse buys.

Aneesh Popat, founder of London-based chocolatier The Chocolatier, said customers are becoming more deliberate in their purchases.

“We’ve kept our Easter range consistent, as it’s something our customers return to and enjoy year after year,” Aneesh said.

“Much of our chocolate is purchased as a gift, so it tends to be a considered choice rather than an impulse buy. We made a small price adjustment last year in response to the cocoa market, and have held prices steady this year. Each year, we also introduce a short-run ‘hero’ product – this year, it’s a crafted Easter bunny – alongside our core range.

“Across the wider market, there has been some shrinkflation and a reduction in cocoa content, but fine chocolate tends to follow established quality standards. Once you start reducing cocoa content below specific levels, you’re no longer making what we would define as fine chocolate.

“Many customers are looking for products that are both enjoyable and responsibly made, and that continues to guide our approach.”

Growing awareness around sustainability is also fuelling the shift, with around 75% of Easter chocolate now falling into the ethical category. Charlotte Broadbent, UK general manager at Faire, said: “Higher cocoa prices are reshaping Easter on both sides of the market.

“Retailers are finding creative ways to fill the gaps on their shelves, while premium chocolatiers are sticking to the quality and ethical standards that set them apart.

“This appears to be increasing customer demand, as cheap impulse Easter eggs may be losing ground, but beautifully made, ethically sourced chocolate is selling better on our platform than ever before.”

Maya Simler, founder of PLAYin CHOC, said maintaining quality standards has been non-negotiable despite rising costs.

She said: “Some companies have added more fat, changed ingredients, or reduced the cocoa content to keep up with prices but we believe in keeping the quality, as the whole company was created around ethical and sustainable principles.

“For us, those principles are non-negotiable – we’re B Corp certified, and everything we do is built around responsible sourcing and production.

“Ours is organic chocolate made from cocoa sourced from small family farms in Peru, whereas 70% of chocolate is made with cocoa from West Africa, which is much cheaper but mostly unethical.”

Retailers are also shaking up their ranges, with trend-led flavours like pistachio – inspired by viral “Dubai chocolate” – gaining traction alongside plant-based and eco-friendly options.

Lisa Baker from Happi Choc, based in Nottingham, said shoppers still want to treat themselves – but expect more for their money.

She said: “We’re seeing growing demand for more interesting, premium products and trends are increasingly being driven by social media, like the popularity of pistachio chocolate, which has influenced new launches such as our Pistachio Crunch Easter Egg.

“Alongside flavours like cherry and almond, and fully recyclable, plant-based products, it shows that people might be buying less overall, but they still want something that feels high quality and aligned with their values.”

But while premium brands are thriving, the wider market is feeling the squeeze. Mark Buchanan, CEO of We Are Fair Trade Ltd, said rising cocoa costs have taken a heavy toll.

He added: “The rising cost of cocoa has hit us quite hard. Chocolate is a luxury purchase and we see clear evidence of people deciding to save on chocolate to free cash to buy other things.

“Our chocolate sales have dropped by an average of 35% and prices have risen by around 10% or 15% compared to last year so we may have to discount to maintain sales. Sadly, one of our suppliers has also just deleted their entire range due to the price increases and supply chain problems.

“We have reduced our range of Easter chocolate this year, and are focusing on regular food products and some wooden craft items as an alternative.”