As Easter approaches, so does one of the most lucrative windows for candy sales in the U.S. For brands in the chocolate and confectionery space, the two weeks leading up to Easter represent a “Super Bowl moment”—especially for those with seasonal products. Based on recent sales data and 2025 forecasts, here’s what brand and category managers should watch heading into this year’s Easter season.

Category Growth Is Holding Strong

Despite broader market uncertainty, Easter candy sales are on track to grow by 7% year-over-year. This sustained momentum highlights the continued importance of seasonal occasions in driving short-term retail spikes—and Easter remains one of the biggest.

The Chocolate Egg Craze Begins Early

Chocolate sales typically begin ramping up two weeks before Easter, with egg-shaped chocolate candy seeing a 15% increase in that time frame. Among all products, Reese’s Peanut Butter Eggs were the standout last year—claiming the top spot as the #1 selling chocolate candy and even selling out in several tracked retail locations.

For brands with iconic seasonal formats, this is your moment to push availability, visibility, and in-store placement. Consumers are shopping earlier—and they’re looking specifically for the festive shapes and flavors that mark the season.

Seasonal Candy Brands See 5x Sales Surge

Some brands live for Easter. For companies like RM Palmer, Brach’s, and Peeps, this is the high point of the year, with Easter sales jumping nearly 5x compared to non-seasonal weeks. Their product lines—think marshmallow chicks, hollow chocolate bunnies, and pastel-colored candies—are synonymous with Easter baskets and retail displays.

For these brands, shelf space and timing are everything. Early execution and prominent in-store displays can make the difference between a sell-out season and a missed opportunity.

Legacy Chocolate Brands Still Thrive

Alongside seasonal favorites, major chocolate players like Cadbury, Hershey’s, and Lindt continue to see strong Easter sales thanks to their branded seasonal packaging and gift-ready offerings. These brands benefit from high consumer trust and can capitalize on both impulse and planned purchases.

Cadbury’s Creme Eggs, Hershey’s foil-wrapped minis, and Lindt’s gold bunnies are all Easter-time staples, proving that a strong brand identity combined with seasonal adaptation still drives volume.

Jelly Beans Still Matter—But the Category Is Shifting

Jelly beans remain an Easter essential, but category dynamics are shifting. While Jelly Belly still leads with 23% market share, brands like Starburst and Galerie are making inroads with flavor innovation and bolder branding.

This reflects a broader trend: younger shoppers are drawn to novelty and fun, opening up space for brands that rethink what traditional Easter candy looks (and tastes) like.

What Brand Managers Should Prioritize for Easter 2025

• Timing is everything – Begin building in-store presence 2–3 weeks ahead of Easter to catch the early shopper spike.
• Seasonal SKUs win – Consumers are seeking egg shapes, bunny packaging, and bright spring colors—lean into limited editions.
• Visibility drives velocity – Maximize endcap displays, eye-level placement, and impulse buys near checkouts.
• Stock smart – Reese’s showed that demand can outpace supply—brands need to forecast tightly and push replenishment where needed.
• Watch the challengers – Starburst and Galerie are carving out market share. Keep an eye on challenger brands with strong flavor innovation.

Conclusion

Easter 2025 is shaping up to be another strong sales moment for candy brands—particularly those that focus on seasonal formats and marketing. With a 7% category growth forecast, success will depend on early execution, eye-catching packaging, and the ability to meet demand during the key two-week surge.

For brand teams looking to optimize performance this season, real-time retail insights can make the difference. Contact Evidnt for the tools and data you need to stay ahead of demand, distribution, and your competitors.