UK Easter chocolate sales falter, as ethically-focused firms prosper

Retail stocking of traditional Easter chocolate has been reported as being down for 2026, though ethical confectionery ranges have shown more buoyancy among shoppers, writes Neill Barston.

According to new data from Faire, a platform used by stores across the UK, revealed that chocolate treats make-up just 30% of Easter spending by consumers using its facilities- down 10% on figures from the prior year.

At the same time, the number of UK retailers buying non-chocolate alternatives, such as Easter decorations, cards, children’s gifts and novelty candles, has risen by 138%.

As our title has covered, confectionery, and particularly premium brand chocolate has risen in price significantly above general inflation levels, and indeed emerged as having experienced some of the highest uprating in food shopping for UK buyers during the last year.

Furthermore, the Office for National Statistics said that the price of chocolate has risen by over 17% in the year to October 2025. However, many independent chocolatiers say people still want quality chocolate and are prepared to pay more for taste and sustainability.

Nearly half of all chocolate orders on Faire now fall within the £5 and £8 range, up from a third two years ago, but not just because of the rising cost of cocoa. 

Ethical products now make up around three quarters of Easter chocolate sales on Faire, according to its data. At the cheaper end of the market, products worth less than £5 have fallen from 44% of chocolate orders in 2024 to less than a third today.

Aneesh Popat, founder of luxury artisan chocolatier The Chocolatier based in London, said: “We’ve kept our Easter range consistent, as it’s something our customers return to and enjoy year after year. 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.”

Maya Simler, founder director of B Corp certified chocolate brand PLAYIn CHOC, added: “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. So we were already paying a premium for cocoa and we have had to put prices up even more, but we’ve really tried to do it as little as possible.

“Our Easter range, including our ToyChoc Box Rabbit collection, is designed as a more thoughtful alternative to traditional eggs, combining chocolate with play and offering something more considered than a standard impulse purchase.”

Lisa Baker, from Happi Choc in Nottingham, 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.”

Behind the shift, retailers are taking steps to protect their margins against rising costs, by reducing the number of Easter eggs they stock, increasing prices and promoting more non-chocolate gifts.

Mark Buchanan, chief executive officer at online retailer We Are Fair Trade Ltd, 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.”

Charlotte Broadbent, UK general manager at Faire, concluded that higher prices were reshaping retail landscapes, though stores were finding clever ways to fill the gaps with alternative products. 

Significantly, she noted that cheaper offerings were losing ground to manufacturers focused on ethical sourcing, which has become an increasingly important factor for customer purchases.