# Upscale Easter Candy and treats that celebrate Easter target older demographics. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 18, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/upscale-easter ## Key Figures - Trend score: 4.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 29, 2018 to Mar 18, 2019 - Published: Mar 18, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Upscale Easter trend ### 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. ### 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. ### 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. ## What the Upscale Easter trend means for industry ### For 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 for Upscale Easter Trend score 4.5 out of 10, from popularity 69%, activity 58%, freshness 8%. - Popularity: 69% - Activity: 58% - Freshness: 8% ## Examples of the Upscale Easter trend 4 featured examples from Nov 29, 2018 to Mar 18, 2019. - [Jewel-Shaped Easter Chocolates](https://www.trendhunter.com/trends/aldi-ruby-chocolate): The Aldi Ruby Chocolate Egg is Luxuriously Diamond-Shaped (Category: Lifestyle) Implication: Disruptive potential for chocolate manufacturers to incorporate specialty beans, like those found in ruby chocolate, to create premium and unique products. - [Flat-Pack Chocolate Easter Bunnies](https://www.trendhunter.com/trends/flatpack-chocolate-easter-bunny): IKEA Embraces the Spirit of Its Business Style for the Holidays (Category: Special) Implication: Opportunity for disruptive innovation in the food manufacturing industry by creating flat-pack food items. - [Indulgent Liqueur Baking Chocolates](https://www.trendhunter.com/trends/baking-chips): Baileys Original Irish Cream Baking Chips are Non-Alcoholic (Category: Lifestyle) Implication: The baking industry can utilize the trend of indulgent baking chips to offer consumers new and interesting ways to bake. - [Vegan Avocado Candies](https://www.trendhunter.com/trends/waitrose-jelly-avocados): These Waitrose Jelly Avocados are Plant-Based and Diet-Friendly (Category: Lifestyle) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)