C-Store shoppers turned away from chocolate this easter

In April, average weekly sales peaked during the week leading up to Easter Sunday at +7% vs prior three weeks’ average and +5% vs Easter week in 2018, helped by warmer weather. Not surprisingly, during a period of hotter days chocolate eggs were not on top of c-store shopper’s mind. In fact, chocolate confectionery baskets declined by -2% and average category sales in stores declined by -6% compared to Easter week in 2018.

Instead, this year’s Easter trade concentrated on food and drink: chilled and frozen food sales were significantly higher than during last year’s Easter week and so was the demand for bread, fresh fruit & veg as well as cakes; ice cream sales rocketed by a whopping 298%. Typical summer alcoholic beverages – ready-to-drink pre-mixes, beer and cider – enjoyed a significant uplift in sales alongside soft drinks and … vaping!