This Easter, the 'newstalgic' easter candy trend is not just a passing fad but a successful strategy. Childhood nostalgia flavours, novel products, and enhanced value packs are used to increase sales, tapping into consumers' appetites for nostalgic childhood flavours.
This is a positive change after Easter-labelled online candy fell by nearly 10 percent in 2023 due to the ongoing cost of living crisis.
"Confection brand Peeps has some interesting licenses with partners like Rice Krispies, Icee, and Delights to bring new yet recognisable flavours to the brand,” said Carl Quash III, Head of Food and Nutrition at Euromonitor International.
Easter egg hunt variety packs, like those from KitKat, take pressure off planning and are expected to save shoppers time and money.
"I'm also seeing stronger advertising from various sweet treat manufacturers fighting for their share of stomach this Easter."
The number of Easter-labelled stocking-keeping units (SKU) increased in some regions, primarily due to seasonal chocolate innovation.
In the US, the number of Easter-labelled online candy SKUs grew 28 percent from a year ago, showing the importance of innovation. In the UK, Easter-labelled online chocolate SKUs grew more than 100 percent from a year ago, signalling the region's emergence from inflationary impacts.
"Seasonal chocolate sales are expected to grow the fastest among other chocolate confectionery types in the country," continued Quash.
Despite the 10 percent drop, there is a surge in the popularity of 'newstalgic' products. Many topline brands are adding to their Easter collections, focusing on adding value to the occasion.
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