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Sweet Easter Insights

Counting down the days until you can buy a Reese’s egg or Peeps? You're not alone:

  • 72.4% of Americans are influenced by seasonal classics or popular choices in their candy purchases*

A household tradition:

  • 87% of Americans buy or create an Easter basket for their kids.* 

The Easter Bunny must have a sweet tooth. The most popular items included in an Easter basket are*:

  • Easter candy/chocolate (82.5%)
  • Non-edible items such as crayons, stuffed animals, books, markers, movie passes, etc. (72.9%)
  • Healthier-for-you candy, such as dark chocolate or chocolate with added fruits and nuts (28%)
  • Healthier-for-you snacks, such as granola bars or dried fruit (24.2%) 

Like taking candy from a baby…*

  • 80.5% of parents take candy from their kids’ Easter stash 
    • 26.1% sneak some when their kids are in bed or at school
    • 54.4% have a rule in the house that candy must be shared 

Spring weather must bring out the best in people

  • 77.6% of respondents like to buy seasonal chocolate and candy to share with others.*

It's the age-old question: which came first, the Easter bunny or the Easter egg?

  • 52.4% of Americans say the Easter bunny came first*
    (Editor's Note: They're right! The first reference to the Easter Bunny [known as the "Osterhase"] dates back to the 17th century, while Easter eggs weren't popularized until the 19th century.) 

There's no wrong way to eat a bunny (though ear's first is typical)*:

  • Ears first: 88.7%
  • Feet first: 6.6% 
  • Tail first: 4.7% 

Solid or Hollow?

  • 65.6% prefer of Americans prefer solid chocolate Easter bunnies.*

Red rules when it comes to popularity of jelly bean flavors*:

  • Cherry and strawberry led in popularity with 23.9% and 19.3% of the vote, respectively
  • Licorice garnered 14.8 percent of votes, with lemon trailing at 12.6%
  • Grape had a smaller percentage of fans at 7.9%
  • Still others (21.6%) claimed unnamed flavors as their favorite

All about the brands:

  • Brand names are important, as they influence 71 percent of Americans’ candy purchases.*

Pastels look good on you:

  • When buying seasonal candy/chocolate, nearly 65 percent of us believe it should feature seasonal packaging and colors, such as pastels for Easter.*

Focus on Happiness:

  • Nearly 62 percent of Americans agree that celebrating holidays like Easter brings happiness in tough economic times.*

Moderation is the Key:

  • Seventy four percent of Americans agree that eating healthfully can include the enjoyment of seasonal candy.*
  • According to a report in the British Medical Journal, people who eat chocolate the most often have a 37 percent lower risk of heart disease, a 31 percent reduced risk of diabetes, and a 29 percent lower risk of stroke compared with those who ate the least. Discover ways to include chocolate in sweet and savory recipes on our Story of Chocolate website.

Shopper Preferences:

  • Personal preferences influence 91 percent of shoppers when purchasing a particular kind/type of seasonal chocolate or candy with price and family preferences also influencing some shoppers.
  • Kids: Try asking Dad. While almost 76 percent of female respondents said children have no influence on their seasonal candy/chocolate purchases, about 46 percent of males said the same.

* NCA's 2013/2014 consumer survey of 1,335 American adults