Figures released by insight agency Talysis show value sales of Easter confectionery in the convenience sector were up 4.2% this year despite unit sales declining 9.2%. The data suggests that inflation continued to prop up a declining Easter trade for smaller retailers.
With a seasonal confectionery range in excess of 300 products available in convenience stores across the UK this year, innovation continued to play an important role and contributed to the seasonal sales. However, despite the introduction of 86 new products (NPD) for Easter 2025, the best sellers remained predominantly driven by established brands & SKUs.
Talysis noted that 75% of all Easter confectionery sales come from the top 20 lines, with 63.5% of sales from the top 10 products. This year, only one new product (Reeses Big Cup with Easter Sprinkles 73g) made it into the top 30 (at No. 30), albeit there were ten NPDs in the top 50 easter lines.
TOP 10 Selling Easter Confectionery lines in Convenience in 2025
- Cadbury Dairy Milk Mini Eggs 77G Bag
- Cadbury Cream Eggs Single
- Cadbury Cream Egg Bar 123G
- Cadbury Cream Eggs 5PK
- Cadbury White Creme Egg Single 40G
- Cadbury Dairy Milk Orange Mini Eggs 72G
- Cadbury Caramel Egg 39G
- Lindt Lindor Mini Egg 28G
- Cadbury Caramel Egg 5PK 195G
- Maltesers White Chocolate Mini Bunnies 58G Bag
Source: CD:UK, powered by Talysis
Significant price inflation was prevalent across all of the top 10 Easter products, with average selling prices in convenience stores up between 18.6% and 23.8%.
Looking at the full selling season, Cadbury Creme Eggs and Mini Eggs emerged as the standout seasonal favourites of 2025, collectively contributing 63% of total Easter confectionery sales in the convenience channel. Unsurprisingly, their highest sales came last week (w/e 20th April), with 14.4% of all Easter sales taking place in that week. However, both brands also saw strong sales ahead of Easter, with Valentine’s week (w/e 16th February) delivering the biggest value sales for both SKUs outside of Easter. In fact, 50% of ‘Easter’ sales happen before the start of March.
Ed Roberts, MD of Talysis, commented: “While 32% of total confectionery sales in the convenience channel come from Price-Marked Packs (PMPs), the Easter range presents a different picture, with only 2% of Easter confectionery sales coming from PMP lines. With the top 10 Easter products comprising mainly single impulse and hanging bag type products, rather than traditional Easter gifting lines, you have to question whether the channel missed a trick to really capitalise on Easter impulse through the lack of seasonal PMP lines and if there is an opportunity for PMPs to play a larger role in the seasonal market.”
He concluded: “This year, the convenience channel differentiated itself from the supermarkets and discounters. It did not compete on traditional eggs and gifting lines and is now not left with residual stock and clearance issues, which have been seen across the supermarkets this week. Even so, their ability to capitalise on Price-Marked Packs is a huge opportunity to consider for next year. Focusing on what the channel does best should ensure that they’re rewarded by shoppers in the long-term, rather than relying on the short-term impact of inflation to increase sales values.”
NAM Implications:
- Old-time marketeers might express concern at Cadbury’s 80% dominance of the top 10 Easter confectionery sales.
- i.e. Cadbury vulnerability in terms of those yearning for the traditional taste of an iconic brand.
