The build up to Easter seems to get earlier each year, with brightly packaged chocolate eggs stacked along the supermarket aisles as soon as the Christmas offerings are cleared away. This year there are lots of interesting Easter food trends to keep the market fresh. From innovative twists on traditional favourites to consumer-led shifts, the new season brings many culinary developments.  

The BIG trend in big eggs

The term ‘shrinkflation’ has become all too familiar, and we’re used to the disappointment of our favourite treats becoming smaller with no matching price cut. There was outrage when Cadbury shrank some of its chocolate eggs by up to a fifth, but now they’re leading the charge in a new trend for mega-sized Easter eggs. Their 400g ‘Ultimate Eggs’ will be pitched against Mars Wrigley’s 500g giant eggs, and Nestle’s half kilo ‘Incredible Eggs.’ Winning at the weigh-in though is Aldi’s whopping 600g ‘Giant Crocodile Egg.’  

Why go large though, especially when last year saw confectionery sales falter in the build-up to Easter weekend? There is some evidence that shoppers are leaving smaller treats on the shelves, whilst saving for one-off luxury items. This may partly be due to the ban on the display of HFSS items in ‘impulse’ areas checkouts or gondola ends (HFSS = high in saturated fat, salt and sugar). Cadbury Creme Egg suffered the greatest loss of all chocolate brands, with sales falling 7.9%. Meanwhile, larger treats saw an increase in popularity, with sales of giant eggs up 59% year on year. 

…but consumers are going smaller in other ways 

Due to the cost of living crisis, one in four people in the UK is reducing their meat consumption, with less meat eaten now than at any point since records began in the 1970s. The type of meat Brits choose is affected by budget and changing tastes – and the traditional Easter Sunday roast is losing favour. The centrepiece of a whole leg of lamb is out, in favour of smaller, less wasteful and more affordable individual cuts. 

A poll of 2,000 people revealed that while more than half still opt for a roast, many would prefer a Shepherds pie or steak. According to the survey, 7 in 10 will have something other than a lamb roast this year, and two thirds were unaware it’s even considered a tradition.

Interestingly, although ‘spring lamb’ is synonymous with Easter, the custom is at odds with seasonal eating. British lambs are born in spring and are not yet ready to be eaten, so what we find in the refrigerated aisle or freezer section for Easter is from New Zealand, where their spring corresponds to our autumn. With consumers now increasingly conscious of seasonal eating and opting for British meat over food with high mileage, this is likely a factor in the shift towards more modest Easter Sunday roast choices.  

Putting a spin on traditional Easter treats 

We’ve seen plenty a twist on a festive classic in previous seasons, and this year some of our favourite Easter treats are getting a creative overhaul. Sainsbury’s has gone all out with a roast chicken disguised as a hot cross bun, and a panna cotta masquerading as a fried egg. All the supermarkets have been experimenting with ambitiously flavoured hot cross buns for the last few Easters, but this one takes the biscuit (or the bun). Made with British chicken breast and filled with a pork and orange stuffing, the ‘hot cross chicken’ is decorated with a mixed spice glaze and finished with an all-butter puff pastry cross.  

Their fun dessert is a play on a fried egg, but is actually a deliciously silky panna cotta made from double cream and Madagascan vanilla, topped with a tropical mango ‘yolk’.

Sainsbury’s has also introduced a twist to their Free From range, with their Hot Cross Bun Flavour Tarts (£3.25, 190g, gluten and milk free). Baked with citrus peel, raisins and mixed spiced flavours, the tarts are cased in a gluten and milk-free pastry filled with a syrupy sponge.

Waitrose has also played with traditional Easter flavours with their ‘Hot Cross Bunnetonne,’ which is a mash-up of classic Italian panettone and a hot cross bun. The decadent bake has the airy texture of the spiced Italian cake, with the flavours and topping of the hot cross bun. If you like a little something stronger, M&S has married an indulgent caramel & coffee flavoured milk chocolate egg with a can of pre-mixed salted caramel espresso martini cocktail.

Consumer spending this Easter

It’s fair to say food plays a big part in most of our Easter plans. 77% of those surveyed said that food adds joy to their Easter celebrations. However, the cost of living crisis means consumers are becoming more selective about where they spend their money, and what on.  

Consumer behaviour expert Dr Amna Khan said: “The cost of living crisis is forcing us to get creative with our spending to ensure we can still make holidays like Easter special. Celebrating Easter with friends and family whilst enjoying food is the perfect occasion for many people across the country. Lots of consumers will be making savvy food choices, trading down for cheaper alternatives, or simply replacing the food choice with a completely different option.” 

Mark Given, chief marketing officer at Sainsbury’s echoed Dr Khan: “Easter is one of the biggest calendar moments, and whilst customers are looking forward to celebrating, it is evident that they are looking for ways to save money this year.” 

With so many exciting and innovative new products on offer though, consumers will certainly have plenty of choice. If recent trends continue, luxury lines will do well while shoppers economise in other areas. Like Christmas, Easter is a time to indulge, spend time with friends and family, and to allow a few little luxuries.