Easter eggs

Almost two fifths of shoppers are expecting to spend more on Easter this year, according to latest research from marketing agency Savvy.

The survey of 1,000 shoppers found that 39% expected to spend more on Easter products such as chocolate, hot cross buns and alcohol this year, with Savvy predicting spend on Easter-related products to rise 6.4% to £824m.

Discounters Lidl and Aldi are set to emerge as winners with half of respondents planning to head to one for meal ingredients, however a scaling up of premium ranges by supermarkets hoping to mirror successes seen at Christmas could also pay off. As with spending more in total, 39% also said they would make more expensive choices than usual for some products.

The research also delved into what consumers would like to see from retailers over Easter, with 46% saying in-store food sampling.

“While consumer confidence continues to wobble, the outlook for Easter looks encouraging for retailers,” said Savvy insight director Alastair Lockhart.