UK shoppers favour budget Easter eggs, as cost of living crisis bites

The cost of living crisis in the UK has been cited as a key reason for UK shoppers buying 47% more cheaper Easter egg options compared against luxury offerings, writes Neill Barston.

According to figures from data analysis group Reapp, major hikes in inflation over the past year, impacting significantly on retail prices (with some categories going up well over 20% in the past 12 months), consumers have continued to tighten their belts on treat spending.

Results from the organisation’s studies found that  bargain-hunting Brits have snapped up just under 450,000 eggs in the affordable price range across two major supermarkets already this year – accountable for nearly 20% more than what sold in 2022.

Figures from Reapp found that sales of luxury eggs have dropped 37% in the run-in to Easter, to £278,000) in sales volumes.
In addition, the average price of luxury Easter eggs has increased by 15% in 2023 (£1.35 per unit) with inflation affecting key decision making in Brits’ average weekly shop.

Easter eggs in the more affordable price range of £3.00 saw a slight decrease in price Y-O-Y by 5%, with Easter 2023 the first chocolate filled bank holiday under HFSS regulations, retailers have had to adapt sales techniques to minimise leftover stock at the end of the Easter period.

Reapp Commercial Director James Lamplugh said: “As HFSS regulations have rolled out across major supermarkets in the UK, retailers have had to adapt in how they can influence sales amongst products that are now less visible to the consumer.

“The data reflects that category wide inflation is playing a key role in decision making over the luxury for the more affordable, especially this Easter as many families shop for chocolate treats.”