Global Easter chocolate launches up 23% in 2017

When it comes to chocolate eggs, bunnies and other treats it seems there has never been so much choice for chocolate lovers around the world.

According to Mintel Global New Products Database (GNPD), there has been a 23% rise in Easter chocolate launches over the past year, providing a plethora of chocolate choice for Easter egg hunts across the globe. The countries leading the way in Easter chocolate innovation include Brazil, which accounted for 11% of global Easter chocolate product launches in 2017, followed by South Africa, Germany and UK (each with a 10% share) and France (9%).

Reflecting the importance of seasonal products as a whole, in 2017, Mintel said almost a quarter (23%) of global chocolate launches were positioned as seasonal, such as Christmas, Easter, Valentine’s Day and Halloween.

Overall, the US and Germany lead in terms of total chocolate new product development (NPD), each accounting for 8% of new product launches in 2017. This is followed by France (7%), the UK (5%) and Brazil (4%).

Marcia Mogelonsky, director of Insight, Mintel Food and Drink, said Easter marks a time for increased innovation in confectionery as consumers seek new and novel products. “In the UK, for example, Easter eggs flavoured with beer or stout, which were the rage in past years, have given way to new alternatives such as gin-and-tonic flavoured eggs. In Germany, the introduction of vegan Easter bunnies and eggs reflects the growing popularity of a plant-based diet in that country. Brazil continues to remain at the top of the leader board in terms of new product development and it seems there is no end to Brazilians’ appetite for Easter chocolate innovation. The driver behind the success of seasonal chocolate in Brazil is the chocolate Easter egg – a ‘must have’ for consumers and a major part of Brazil’s chocolate industry. Easter is the most important annual event in terms of new chocolate products in Brazil, with a wealth of Easter eggs flooding the market from both specialty and mainstream chocolatiers.”

Mintel research also highlights considerable potential for vegan chocolate across Europe. More than half of chocolate eaters in Spain (55%), France (53%) and Poland (53%) are interested in vegan chocolate, with their counterparts in Italy (48%) and Germany (44%) lagging only slightly behind. Vegan confectionery is also slowly being introduced into the UK: in 2017, 8% of chocolate launches in the UK were vegan.

“There’s currently a focus on plant-based eating in the chocolate sector. Manufacturers have responded to the growing interest in plant-based diets by replacing dairy milk with nut- or grain-derived milks in milk chocolate products. In some markets, this may be responding to a potential, but not yet articulated need.” Marcia added.