Easter Candy Survey: Cadbury Named Most Popular Brand

Easter is just around the corner, meaning many Americans are currently stocking up on Easter candy. According to a study from the National Confectioners Association, about 90% of Easter baskets will include some kind of chocolate or other candy, making Easter one of the busiest times of the year for candy producers. So how many Americans plan to buy Easter candy this year? And what are the top brands for the occasion? We asked 1,000 respondents about their favorite types of candy and the purchases they plan to make for the holiday.

easter candy

Easter Candy

In Ask Your Target Market’s latest online survey, 62% of respondents said that they are at least somewhat likely to make purchases related to Easter this year. And of those respondents, 88% said that they plan on purchasing Easter candy, making it the most popular type of Easter purchase by far.

Top Brands

Consumers named Cadbury as the top brand for Easter candy. Other top brands include Hershey’s, Peeps, Reese’s, Jelly Belly, Starburst, Dove, Lindt, Brach’s and Nestle. In addition, consumers said that they plan on purchasing their Easter candy from stores like Walmart, Target, Dollar Tree, CVS, Walgreens, Amazon, Costco and Kroger.

Consumer Profile

According to Personality Radar, those who are likely to buy candy for Easter this year are actually fairly health conscious when it comes to making other food purchases, so they likely view Easter candy as sort of a splurge or reward. They also tend to be fairly value oriented in their buying decisions.

Key Takeaways

Consumers definitely have some specific brands in mind when it comes to buying Easter candy. But they’re also likely to make their candy purchases at the same stores where they can also shop for other purchases, suggesting that it’s important for candy brands to make in-store displays a priority so that they can keep their products top of mind for consumers when they’re actually ready to buy. In addition, adding value for consumers, like offering bulk discounts or 2-for-1 deals could be important. But most consumers seem to view Easter candy as a special splurge this time of year, so as long as you can remind them about their favorite brands when they’re shopping, they should be likely to make purchases.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Easter Candy Corn by ewan traveler under CC BY-ND 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on March 28 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.