Easter 2026: On Chocolates, Buns, and Other Treats

We’ve continued our annual tradition, surveying 500 Field Agents across Australia who celebrate Easter to uncover their plans, perspectives, and seasonal sentiments.

Cost of Living Pressures Continue to Rise

Cost-of-living pressures are showing no signs of slowing down. Last year, 43% of shoppers were considering changing their Easter shopping habits. This year, that figure has jumped up to 50%, highlighting the concerns about growing expenses of running a household in Australia.

Easter Chocolates And Hot Cross Buns

Easter traditions remain strong, however, with 95% of those celebrating Easter planning to purchasing Easter chocolate products. The top retailers they purchase from are Woolworths, Coles, ALDI, Kmart, and Big W, and the most commonly purchased brands are Cadbury, Lindt, and Kinder. Those who are not brand loyal prioritise prices, promotional deals, taste, who they are buying for, and product availability when they are buying Easter chocolates. Shoppers also answered that free taste tests, new products, and in-store displays can play a significant role in catching their attention and influencing their decisions on what to purchase.

Meanwhile, hot cross buns will be purchased by 85% of our survey respondents, who most often turn to Woolworths, Coles, ALDI, and Bakers Delight, with Traditional and Chocolate or Choc Chip remaining classic favourites. That said, consumers also expressed interest in novelty and limited edition hot cross buns, some pointing out to us in additional comments that flavours such as Matcha Raspberry, Cinnabon, Sticky Date, and Mud Cake captured their attention for this year’s seasonal offerings.

It is also interesting to note that while 13% of our respondents say that they buy Easter chocolates as soon as they’re available, an even more impressive 48% say they buy hot cross buns as soon as they’re available!

Do Pets Get To Join The Easter Fun Too?

Easter isn’t just for humans: 18% of respondents purchase Easter-themed toys and treats for their pets, while another 10% say they’d like to. One pet owner further explained, “I really love some of the themed products for pets but often they are unhealthy, I prefer to purchase natural treats presented in pretty Easter themes”. This points to a growing opportunity for specialty pet products in this seasonal space!

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