April 6th 2023

Shoppers trade down on Easter eggs as inflation worsens across Britain’s supermarkets

Retail data experts, Reapp, reveals Brits purchase more affordable Easter eggs in the build up to the long bank holiday.


Affordable Easter eggs sold nearly double (47%) the amount across major supermarkets compared to luxury eggs, new data shows in the build up to Easter.*

Analysis by retail data experts Reapp has found that just under 450,000 Easter eggs have sold in the affordable price range across two major supermarkets already this year – accountable for nearly 20% more than what sold in 2022.

With the Cost of Living crisis across the UK continuing to tighten British shoppers’ purse strings, Easter eggs considered in the luxury category have significantly dropped in sales by 37% Y-O-Y (278,000 total sales volume).

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.

The cost of living is continuing to have a significant impact on consumer behaviour, especially during periods of economic uncertainty. As such, it is not uncommon for consumers to adjust their spending habits and look for ways to save money.

Reapp Commercial Director James Lamplugh said; “As the Cost of Living crisis continues to change the way in which British shoppers spend in supermarkets, people are more conscious of how they budget for luxury items, hence the reason why we’re seeing more affordable Easter egg sales on the rise.

“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.”


*Reapp data gathered from one affordable Easter egg brand and one luxury Easter egg brand in two/ three major supermarkets between 11/03/2022 – 04/04/2022.

April 6th


Let’s have a chat to see how
we can work together.

Enquire Enquire