Easter is just around the corner, and we’ve tapped into the collective voice of 500 Field Agents across Australia to uncover how consumers are feeling, spending, and celebrating this year.
Cost of Living Changes the Game
With cost-of-living pressures front and centre, Aussie shoppers are thinking twice before they fill their baskets with Easter goodies, but while they are wanting to spend less, they still want to celebrate:
- 53% plan to purchase fewer Easter products overall.
- 43% are actively considering new shopping habits due to rising costs.
- 38% say they’ll opt for cheaper Easter products.
- 19% are even potentially willing to travel further to find better deals.
Easter Chocolates and Brand Loyalty
Chocolate still reigns supreme, with 98% purchasing Easter chocolate products. The classics of eggs and bunnies remain popular, finding their way to most baskets.
- Shoppers are mostly sticking to their usual brands, however, 15% say they have no brand loyalty at all, and will change brands each year based on price, product availability, who they are buying for, and taste.
- Even the ones who generally buy the same brands are still willing to consider switching brands. Factors that may influence them include price, free taste tests, new products, in-store displays, promotions in catalogue, and social media visibility.
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The Many Faces of Hot Cross Buns
Hot Cross Buns are also jostling for the spotlight, with 86% purchasing Hot Cross Buns.
- The most popular flavours remain consistent from year to year: Traditional still coming in hot as the most purchased, and Chocolate or Choc Chip in second place again.
- However, our survey respondents also note that there is a place for fun and different flavours, with some mentioning that they’ve been purchasing the Biscoff, Cinnabon, Fairy Bread, and Iced Vovo hot cross buns available this year in the major supermarkets.
What Else Makes the Easter Shopping List?
- Alcohol – 33% plan to buy from bottle shops such as Dan Murphy’s, BWS, and Liquorland.
- Pet treats – Meow, woof, chirp! 18% of shoppers are spoiling their cherished companions.
- Meals and gatherings – most will have something to eat and drink with family and friends for Easter, with 55% opting for lunch.
What Does Easter Mean to Aussies?
We wrapped up by asking our Agents what Easter means to them. Sentiments include enjoying quality time with loved ones, taking the opportunity to relax and have fun, and some also take the time to acknowledge the religious significance of the holiday. Despite tightened wallets, the spirit of connection and tradition is alive and well.
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