The Easter bunny is on his way, and he’s got a sweet tooth. Nearly 83 percent of parents plan to include candy and chocolate in their Easter baskets this year, according to a nationwide survey by the National Confectioners Association (NCA). Additional popular items in the basket include non-edibles, such as crayons, stuffed animals and books (73 percent).
Total U.S. confectionery sales this Easter season are projected to be $2.26 billion – up four percent from 2013 – due to three extra weeks of merchandising. About 81 percent of survey respondents said they will share or gift candy during America’s favorite springtime holiday.
“The survey indicates that kids and adults alike continue to celebrate the Easter holiday by enjoying one of life’s great treats: candy. And with 87 percent of parents planning to buy or create Easter baskets for their children, the long-standing tradition lives on,” said NCA Executive Vice President Alison Bodor.
“Candy has a special place in American culture,” continued Bodor. “It’s what many people enjoy at holidays and other celebrations. And studies show that consumers know how to ‘treat right.’ Research suggests that candy comprises only 2.2 percent of the average diet.”
Holiday Purchasing Trends
NCA’s survey determined new insights about Americans’ buying preferences and habits:
The tradition of the Easter bunny began with the Easter Hare in Germany, who would leave brightly colored eggs for children on Easter morning. In the 18th century, the tradition of the Easter Hare came to the United States and eventually evolved into the Easter bunny we know today. Now, chocolate bunnies are the most popular items in Easter baskets, and are paired with other favorites, like jelly beans and marshmallow treats. How eggs-cellent!
Survey results related to the chocolate Easter bunny include:
Jelly beans remain a seasonal classic – more than 16 billion of them are made for Easter each year in the United States. Cherry is the most popular jelly bean flavor among survey respondents (24 percent). Strawberry is another top favorite (19 percent), while licorice, lemon and grape collectively are enjoyed most by 35 percent of Americans. Surprisingly, about 22 percent of those surveyed prefer an “other” flavor. Perhaps the Easter bunny voted for carrot!
Visit www.CandyUSA.com/Easter for more sweet information on candy, Easter and celebration ideas.
You may also keep up with NCA on Twitter (@CandyUSA) and Facebook (www.facebook.com/NationalConfectionersAssociation).