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  • Easter 2017

    Hippity hoppity, Easter is on its way on April 16, 2017. The season will be three weeks longer than the previous year, and sales of Mars Chocolate brands are sure to take a leap as research shows that for every additional week in the season, retailers can expect to sell 5 to 7 percent more chocolate.1 Mars is strategically targeting key Easter usage occasions by inspiring snacking and decorating throughout the season, building a better basket and attracting consumers toward impulse purchases of their favorite Mars brands -- M&M’S®, SNICKERS®, TWIX®, MILKY WAY®, DOVE® Chocolate and 3 MUSKETEERS®.

    Seasonal Trends

    • 62 percent of the population celebrates Easter, with 71 percent of consumers purchasing chocolate.2
    • 56 percent of chocolate purchases are for Easter baskets.3
    • The Easter Decorating and Snacking segment accounts for 46 percent of dollar sales for the season.4 While Medium Bags account for nearly half of Decorating and Snacking sales, Extra Large Bags saw the fastest growth.4
    • 92 percent of Easter candy purchasers buy wrapped minis for candy bowls, baskets and egg hunts.5
    • Gifting sales grew in 2016 and now account for 20.7 percent of Easter chocolate dollar sales.4
    • 75 percent of shoppers host or attend an Easter meal, revealing an opportunity to encourage consumers to make, bake and decorate. 2
    • Bunnies, novelty items (canes, eggs and tubes) and multi-pack shapes (eggs and bunnies) continue to be the centerpieces for Easter baskets.4
    • 58 percent of consumers purchased chocolate on impulse during Easter, with shapes playing a critical role for impulse purchases and Easter baskets.6
    • Mars Variety Bags moved up two spots over Easter 2015 and posted the highest share gain of any of the top 10 brands and saw the highest velocity gain.4
    • M&M’S®, with its pastel colors and holiday-themed packing depicting the M&M’S® Characters, is a top-selling brand at Easter.4 It’s the #1 brand purchased for Easter baskets, candy bowls and egg hunts and the #2 brand purchased for gifting.2

    New Items

    To learn more about new offerings for Easter 2017, please click on the PDF icon above to view the fact sheet.



    1. Nielsen 2016 Easter vs 2015 and 2014 chocolate category
    2. Beacon Report, April 2013
    3. The Candy Dish icommunity: 2014 Easter Report
    4. Nielsen Easter Season ending 3/26/16
    5. Mars Seasonal Minis Foundational Research, November 2014
    6. ICommunity Dish Report, April 2013
  • MEDIA CONTACT:
    Ampy Vasquez (973) 691-3536