Ferrero Survey Reveals New Easter 2025 Trends Driving Shopper Behavior
As FMCG brands gear up for seasonal planning, a new Ferrero-commissioned survey by Material offers compelling insights into how U.S. consumers plan to celebrate Easter in 2025—and what it means for confectionery and seasonal product strategies.
According to the national survey of over 1,000 U.S. adults, 85% of those who celebrate Easter intend to give gifts during the holiday. Notably, 65% of gift-givers plan to spend the same or more on Easter this year compared to last year, indicating solid consumer confidence and sustained enthusiasm for seasonal occasions. Millennials and Gen Z are particularly generous, with younger consumers more likely to give gifts across extended family, friends, and even coworkers.
Chocolate remains the top Easter treat, with 71% of celebrants purchasing the confection. Hollow chocolate figures, such as bunnies, maintain strong appeal, with 70% of consumers stating they buy them for Easter baskets. Beyond traditional chocolate, interest in experiential formats is on the rise—69% of consumers prefer confectionery items that offer a sensory or emotional connection, such as surprise-filled or themed treats.
Seasonal displays continue to play a critical role in product discovery. Nearly two-thirds (65%) of consumers are more likely to purchase items that are showcased through festive endcaps or Easter-themed merchandising. This makes the case for early and visually engaging in-store execution key to driving basket spend during the holiday season.
Retail Implications for FMCG Brands
Gifting trends present fresh opportunities for category expansion beyond traditional confectionery. With 57% of respondents indicating they buy Easter gifts for children and 43% for family or friends, brands across snacks, beverages, and novelty segments can tap into cross-category bundling and limited-edition SKUs to meet consumer expectations. The significant role of peer and work gifting, especially among Millennials, hints at potential in adult-oriented Easter offerings.
The survey also emphasizes the importance of timing. With consumers starting Easter planning early, retail partners can maximize season performance by ensuring product availability, in-store presence, and digital campaigns are in place well ahead of the holiday window.
As Easter continues to evolve into a broader seasonal gifting event, FMCG brands that align product innovation and retail execution with consumers