Easter Egg Sales Drop as Prices Rise in the Netherlands

If you’ve walked past supermarket shelves in the Netherlands lately and noticed piles of untouched Easter eggs, you’re not alone. According to a report from market research agency Hiiper, this year, the iconic chocolate treats are less of a priority for Dutch shoppers, with sales dropping 12.5% compared to last year.

The primary culprit? Rising prices. Cocoa, the key ingredient in chocolate, has seen its cost skyrocket by 50-70% since 2021. Add in the rising costs of milk and sugar, and consumers are faced with price tags that are about 30% higher for their seasonal chocolate fix. This has left many households rethinking whether Easter chocolates are worth the splurge.
“Consumers generally have a budget in mind for their total spending,” says Sebastiaan Schreijen, a consumer food specialist at Rabobank. “Higher costs mean they now get fewer Easter eggs for the same budget.”

Tighter Budgets, Less Spending

The trend isn’t exclusive to Easter chocolates. Grocery prices in the Netherlands have risen by about 30% over the past three years. To manage, consumers are adjusting their spending habits, whether that means buying fewer luxury items or opting for cheaper alternatives like house brands. The result? Even festive traditions like Easter eggs aren’t immune to the pinch of inflation.

Hiiper’s data highlights that most of the Easter eggs on sale this year come in smaller packages of around 150 grams and are often the more expensive varieties. On the flip side, innovation in flavors is still going strong, with unique options like Bossche bol or Zaanse huisjes now gracing the shelves.

Demand Picks Up Close to Easter

Despite the overall dip in sales, there’s a silver lining. Hiiper’s latest data shows that the sales gap narrowed from 19% to 12.5% in the week leading up to Easter. Schreijen explains that tradition plays a role here, as many families are ultimately unwilling to skip their beloved Easter eggs. “When Easter gets closer, the nostalgic pull sets in. People are willing to overlook the higher prices to keep the tradition alive.”

What’s Behind Higher Prices?

Interestingly, the current cocoa price hikes are not yet reflected in this year’s egg prices. Retailers set those prices as early as last summer, based on contracts signed 6 to 9 months prior. But if cocoa costs continue to climb, shoppers could face even steeper price hikes in years to come.

Whether you’re filling Easter baskets or searching for a sweet treat to enjoy, the decision to indulge has become part of a much larger conversation for households balancing budgets. For now, Easter eggs remain an indulgence many in the Netherlands are willing to sacrifice but won’t completely abandon. After all, what’s Easter without chocolate?