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This Perspective reveals fragmented Easter behaviors, channel consolidation to mass and ecommerce, and how pricing dynamics reshape chocolate and basket decisions.
Easter concentrates intent and spend, where precision wins trips, recruits buyers, and drives outsized seasonal returns.
Why it matters
Easter regained momentum in 2025—demand is elastic, expectations higher, and execution (not price) now separates winners.
Mass is the command center for the Easter trip
Gaining $25M and selling 171.8M chocolate units; ecommerce builds baskets for convenience.
Families with kids under 12 are 1.8× more likely to shop earlier
And 1.7× more likely to spend more. Activate early to capture intent.
Value pressure is real
40% plan to look for promos and 20% will buy more store brands. Premium experiences must earn the trade‑up.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“The biggest misread right now is assuming consumers are pulling back, when in reality they’re getting sharper. Across ingredients, trends, and total items purchased, spending is being redirected toward moments that justify the choice. Easter remains one of those protected moments for candy and confections— but it will not escape that broader discipline. In 2026, Easter will reward precision, relevance, and execution—and expose strategies that rely on habit instead of earning the moment.”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
