A symbol of rebirth, spring annually introduces a range of new seasonal products, particularly during the Easter festivities, a pivotal period for confectionery. In this report, we present the characteristic flavors of this time of year, along with product innovations that have captured our attention.
Several flavors can be associated with spring, especially those evoking rabbits, such as Carrot Cake flavor, for instance. Sweet and mild tastes are favored during this season, including meringue or white chocolate. For Easter celebrations, flavors from the confectionery realm may be appropriate, such as Cotton Candy, Marshmallow, and Bubble Gum.
Spring & Easter Across Cultures
SPRING IN JAPAN
Each region celebrates spring in its own unique way. However, if there is one country where spring is particularly revered, it is Japan, through the custom of "Hanami." The word "Hanami," which can be translated as "flower viewing," refers to the springtime tradition of appreciating the beauty of cherry blossoms. For the Japanese, it is an opportunity to gather beneath the blooming cherry trees to admire their beauty and enjoy a convivial moment.
SPRING IN THE NETHERLANDS
The Netherlands is renowned as the land of tulips, which bloom between mid-March and mid-May. An estimated 7 million bulbs blossom during this period, transforming the country into a vibrant ocean of color. Spring and tulips also serve as a source of inspiration for conceiving new seasonal products, such as chocolate tulips, for example.
EASTER IN FRANCE
In France, 17 million households purchase Easter chocolates, and the revenue for Easter chocolates reached €282 million in 2022. According to analysts, the 2023 Easter season is expected to see a return to growth, following previous editions impacted by various crises. Based on figures published by FERRERO in 2021, the 'egg hunt' accounts for 39% of Easter chocolate consumption in the French market, with the remaining budget allocated to sharing (37%), trophies (14%), and self-consumption (10%).
EASTER IN THE USA
American consumers are placing increasing importance on Easter celebrations, as evidenced by a 40% increase in spending over the last decade. Consequently, anticipated expenditures for the 2023 Easter campaign in the USA are projected to reach $24 billion across all categories. Indeed, these expenditures are not limited to the confectionery category but also encompass spending related to festive meals, gifts, apparel, decorations, flowers, and greeting cards.