According to Mintel Global New Products Database (GNPD) there has been a 23% rise in Easter chocolate launches over the past year.

The countries leading the way in Easter chocolate innovation include Brazil, which accounted for 11% of global Easter chocolate product launches in 2017. Germany is also host to plenty of Easter chocolate innovation, sharing the second place after Brazil with South Africa and the UK (each with a 10% share), followed by France with a 9% share. Reflecting the importance of seasonal products as a whole, in 2017, almost a quarter (23%) of chocolate launches globally were seasonal launches, such as Christmas, Easter, Valentine’s Day and Halloween. Overall, Germany shares the lead in terms of total chocolate new product launches with the US, each accounting for 8% of global new product launches respectively in 2017. They are followed by France (7%), the UK (5%) and Brazil (4%).

“Easter represents one of those ‘permissible indulgence’ moments wher consumers enjoy giving and receiving chocolate treats,” said Marcia Mogelonsky, Director of Insight, Mintel Food and Drink. “The holiday also marks a time for increased innovation in confectionery as consumers seek new and novel products. In Germany, for example, the introduction of vegan Easter bunnies and eggs reflect the growing popularity of a plant-based diet in that country. In the UK, 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.”

While the lure of chocolate remains strong, it seems many consumers are enjoying chocolate with an element of self control. According to Mintel Global New Products Database GNPD, global launches of chocolate products described as bites have grown 50% over the past five years; with thins not far behind, increasing 48% over the same period.

But just as bite sized formats are increasing in popularity, consumers are losing their appetite for light versions of confectionery (such as low-sugar or low-fat varieties). Launches of products described as light fell by 22% between 2012 and 2017.

“The growth of bite-sized pieces of chocolate points to the ongoing trend of acceptable treats,” said Mogelonsky. “Pre-measured 100 calorie packs of chocolate or other treats have fallen from favour as consumers move away from diets that focus on strict calorie counts. Offering consumers a bite or a thin piece of chocolate provides an easier way to measure intake, and one that allows for a bit of wiggle room”.