Premium eggs to help increase Easter spending to £775m

Savvy’s latest research, which looks at Easter spending plans for UK shoppers, indicates a slightly increased level of shopper involvement this year, boosting spending around the occasion to £775m.

Sales of chocolate eggs are set to outperform this year, contributing to overall Easter market growth. While the core mid-market for eggs remains incredibly competitive on price, especially as value retailers continue to scale up their Easter offers, demand for premium eggs looks set to build on the momentum set by the likes of Marks and Spencer and Hotel Chocolat last year.

Also of note for 2016, it’s interesting to see that shoppers are planning specific visits to the discounters this Easter. Aldi in particular is delivering bigger events, supported by growing ranges and stronger in-store execution.

The big question this year is whether an early Easter – where many schools will be open between Easter weekend and the Easter holidays – will dampen shopper enthusiasm. We expect many shoppers will leave their shopping to Good Friday and Saturday.

For full details of the research, please contact Taj Sur – taj.sur@getsavvy.com.