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 buildup to the long bank holiday.

Cash-strapped shoppers are buying nearly twice as many cheap Easter eggs as 47% more sold compared to luxury eggs, new data shows in the buildup to Easter.*

Analysis by retail data experts Reapp has 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.

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.

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.”