Last week 225 Shoppers visited all the major retail channels and revealed the Easter eggs that really captured their attention and the brands they would be most likely to buy.

Before they went to store, they told us..

• Most plan to buy the same number of Easter eggs as last year despite price increases - 32% of shoppers anticipate higher prices compared to last year.
• Shoppers mainly intend to purchase Large or Giant Easter eggs, Mini eggs were also popular
• A significant majority (84%) expected to choose their Easter eggs in-store, rather than planning ahead what they would buy

In Store

• Cadbury dominated the secondary displays. However, Shoppers almost always checked the main displays before making a final decision on what to buy.
• Lindt and Cadbury were the most visibly dominant brands due to large displays, brand blocking and bright colours that captured Shoppers attention.

"It is eye level on the shelf and the packaging is bright and appealing. It makes the chocolate look premium and appetising"

• Given the wide range of products available not surprisingly Shoppers chose a fairly broad variety of products to buy
• Overall in the key Multiples, Cadbury was the brand most often chosen due to a dominant presence, trusted brand and price. Closely followed by Lindt capitalising on it's quality reputation and engaging packaging.

"I really think the design of these packs is absolutely on point, the colors and the text just makes you want to buy them"

• Key to success was: Strong presence, Trusted reputation and Competitive pricing and a little bit of imagination....
• 20 % Shoppers claimed they bought additional products that were new and interesting

"They were reasonable offers, products that looked enticing and that I wouldn't normally buy for myself."

In Store Video Highlights

Summary

Despite rising prices, Shoppers remained loyal to familiar brands like Cadbury and Lindt , but the presence of innovative and visually appealing new products led to impulse buying, highlighting the importance of promotions, eye-catching displays, and fresh product offerings in driving Easter sales.

Happy Easter

Full report available covering 225 Shopper visits across 9 retailers

please email robin@fieldagent.co.uk