Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upscale
Easter
Candy and treats that celebrate Easter target older demographics.
4.5
Trend score
Trend
What is the Upscale Easter trend?
Upscale Easter: The Easter holiday is typically marketed to children and parents, but some brands are choosing to also prioritize adults that are looking to indulge. Brands in this space are using more refined flavors and branding than their child-targeted counterparts to target a new audience.
Insight
The consumer insight behind the Upscale Easter trend
As North American consumers break out of some of the more traditional aspects of longstanding rituals, many are reinventing what it means to celebrate religious or cultural holidays. With fewer Millennials having children or striving to attain a nuclear family, many have redefined traditions so that they better suit their lifestyle preferences, and the preferences of their loved ones.
Trend themes
Themes within the Upscale Easter trend
Three behaviours holding the trend together01
Adult-targeted Easter products
As North American consumers redefine traditions to better suit their lifestyle preferences and the preferences of their loved ones, brands are prioritizing adults looking to indulge by using refined flavors and branding for Easter products.
02
Alternative chocolate shapes
Innovative and quirky chocolate shapes such as diamond and flat-pack bunnies are gaining popularity, adding an element of surprise and fun to traditional Easter treats.
03
Vegan and cruelty-free candies
As consumers become more diet-conscious and environmentally friendly, plant-based and cruelty-free candies are gaining popularity, attracting audiences adhering to strict vegan food plans.
Industry implications
What the Upscale Easter trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can leverage these trends to create innovative products that cater to adult tastes, incorporate alternative shapes, and meet diet-conscious and environmentally-friendly demands.
For
Retail
Retailers can take advantage of these trends by partnering with brands that offer products specific to these trends to capture consumers who are breaking out of traditional Easter conventions.
For
Marketing and Advertising
Marketers and Advertisers can help brands utilize these trends to create campaigns with refined flavors, alternative shapes, and diet-friendly products, and effectively target audiences that are looking for Easter products that go beyond traditional offerings.
Workshop question
How could your brand shift its prioritizes to market to a new consumer group?
Trend signals
Trend signals for Upscale Easter
Trend score 4.5 out of 10, from popularity 69%, activity 58%, freshness 8%.
Popularity69%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Upscale Easter trend
4 featured examples from Nov 29, 2018 to Mar 18, 2019CategoryLifestyle
Jewel-Shaped Easter Chocolates
The Aldi Ruby Chocolate Egg is Luxuriously Diamond-Shaped
Disruptive potential for chocolate manufacturers to incorporate specialty beans, like those found in ruby chocolate, to create premium and unique products.
CategorySpecial
Flat-Pack Chocolate Easter Bunnies
IKEA Embraces the Spirit of Its Business Style for the Holidays
Opportunity for disruptive innovation in the food manufacturing industry by creating flat-pack food items.
CategoryLifestyle
Indulgent Liqueur Baking Chocolates
Baileys Original Irish Cream Baking Chips are Non-Alcoholic
The baking industry can utilize the trend of indulgent baking chips to offer consumers new and interesting ways to bake.
CategoryLifestyle
Vegan Avocado Candies
These Waitrose Jelly Avocados are Plant-Based and Diet-Friendly
The confectionery industry can capitalize on the growing demand for plant-based and cruelty-free sweets by developing innovative products like these Waitrose Jelly Avocados.
