We all know that Halloween is the undisputed king of seasonal candy consumption.
Right?
Well, that might be more up for debate than most of us realize.
While by most evaluations, this remains true, with an estimated USD 4.6 billion in sales and USD 3.1 billion coming from chocolate alone (that’s about 90 million pounds of chocolate), there is another holiday vying for that top spot.
Surprisingly, this holiday has nothing to do with stockings stuffed with candy canes or giant heart-shaped boxes professing one’s love with enough mystery chocolate fillings to make Forrest Gump blush.
From giant chocolate bunnies to chick-shaped marshmallows and just about every type of confection under the sun shaped like an egg, we’re talking about Easter.
It’s estimated that candy sales for the springtime celebration average around USD 2.1 billion annually. For reference, that’s about 16 billion jelly beans and 90 million chocolate bunnies.
Still, in recent years, the basket-hiding bunny looks to be aiming for the holiday candy crown.
Going back to 2020, the consistent increase in Easter candy consumption led the Food Institute to question in an article if Easter is now the MVP of candy sales.
As recently as 2024, the National Confectioners Association (NCA) predicted that Easter candy sales could exceed USD 5 billion.
Like most holiday treats, Easter confections are dominated by nostalgia. Yet, as we continue to see the waves of «newstalgia» sweeping across the industry, innovative takes on classic treats are becoming a welcome addition to Easter baskets and egg hunts for consumers on both sides of the pond.
Which Came First, the Chocolate Bunny or the Egg?
The only place to start a conversation about Easter confections is with chocolate.
And that has to start with the classics of the chocolate bunny and the egg, more specifically, a particular cream-filled egg in the UK and one chock-full of peanut butter stateside.
However, developers are increasingly looking for ways to bring new life to these favorites. Some are looking to elevate these chocolates with higher quality ingredients, while others are taking traditions from other holidays, like the beloved chocolate orange, and reimagining them for the springtime.
Others are looking to jump on social media trends like unique brand collaborations or global viral phenomena like the Dubai chocolate.
Though holidays are often a time for (over) indulgence, some companies are looking to provide better-for-you chocolates with «cleaner» ingredients, reduced sugar, or even more inclusive, allergen-free options.
With all that said, chocolate isn’t the only treat people go crazy for this time of year.
Taking a Peep at Other Easter Candies
Marshmallows
Whether you love or hate them, there is no denying that the packages of chick-shaped marshmallows are an Easter institution.
They have also become the definition of innovative flavors and collaborations.
A far cry from the original taste, this treat is available in everything from churro flavor to cookies and cream, chocolate pudding to soda pop, and almost literally everything in between.
In fact, there have been so many unique flavors and forms that there is a website dedicated to listing all 100+ of them!
Then, of course, one can’t forget about jelly beans.
Jelly Beans
According to an analysis of Amazon demand, out of all options, jelly beans were ranked as Americans’ favorite Easter candy two years in a row. Surprisingly, knocking off the previously mentioned marshmallow baby chickens.
What makes jelly beans the perfect vehicle for innovation is that many sour or fruit-flavored candy brands can bring their specific spin to the form factor. Moreover, while it used to seem like something only for the wizarding world, nearly every flavor of beans is possible…yes, that includes pickles.
Regardless of whether it’s sticking with the childhood favorites or embracing innovative flavors, there is always more than enough for everyone to enjoy this Easter.
So, from all of us here at Edlong, we wish you a sweet springtime and eggcellent Easter.
About the Author: Emily Sheehan, Applications Manager, EMEA
Hi! I’m Emily Sheehan. I’m the Applications Manager, EMEA at Edlong, and my job is rooted in creating exciting new possibilities for our people and processes. It’s inspiring to reflect on how much Edlong has achieved and even more amazing to be involved in such thoughtful innovation. We enjoy pushing boundaries in food and flavour, and we welcome everyone in the food industry to join us. If you’re in need of expertise or inspiration, I’d love to collaborate and help you design flavour solutions that resonate with consumers!
Topics: InnovaciónSabores Lácteos Dulces
Resource Type: Artículo