With 85% of British shoppers currently taking steps to have a healthier diet, 28% say they would prefer to buy healthier alternatives to chocolate eggs at Easter, according to latest shopper insights from IGD.
IGD’s research also found that 25% of shoppers will be catering for special dietary requirements over the Easter weekend, rising to 37% of 18-24-year-olds. The most popular diet being catered for this season will be vegetarian (11%), followed by dairy free (6%) and gluten or wheat free (4%). Only 3% will be catering for vegan preferences, which rises to 7% for London shoppers.
Dietary requirements and preferences will also play a part in shoppers’ Easter egg choices. Indeed, IGD found that 10% of shoppers have either bought or will buy Free-from eggs, followed by 7% choosing vegan products.
Meanwhile, lamb remains the top meat choice for the occasion for 38% of shoppers who plan to prepare a special meal for Easter. However, chicken is now nearly as popular, with 34% opting for the poultry alternative.
Cooking the main Easter meal from scratch is still the most popular choice among shoppers, with 47% opting for this over the bank holiday compared with just 25% planning to buy ready prepared food to eat as part of the main meal.
Michael Freedman, Senior Shopper Insight Manager at IGD, commented: “Health is clearly on the minds of shoppers as they approach Easter this year, and this is coming through in a number of ways, including the ambition to choose a healthier Easter egg alternative.
“We know from our wider research that shoppers see cooking from scratch as a dominant theme of living a healthier lifestyle, which is the most popular choice for how shoppers will be preparing their meals this weekend. We have also found that health motivations can encourage a move to meat-free options or choosing chicken as a healthy meat option.”
He added: “While Easter is traditionally known as a time of indulgence it is interesting to see the demand for healthier Easter egg alternatives, which presents a real opportunity for manufacturers and retailers to innovate. This year we’ve seen some examples of brands working in this space, with Tesco including Free-from options within its private label range and M&S showcasing vegan hot cross buns this year, but there’s still much more that could be done.”
Being more health conscious is one of the five trends identified by IGD as shaping future shopper behaviours, with its free report available for download.
