Depending on where you live, you’re probably starting to notice Easter treats in stores and online. Give it another month, and chocolate eggs and bunnies will be everywhere, making these items the most purchased Easter treats of all time.
A new infographic from Proveg International explores the rising demand for plant-based chocolate products as well as rising Easter chocolate sales. Throughout the infographic, Proveg discusses how businesses can best capitalize on the big plant-based chocolate sales opportunity at Easter.
Focus on familiarity
One of the main reasons consumers hesitate when it comes to plant-based products is the perception that they won’t taste as good as animal-based products. [1]. Therefore, it is important for plant-based brands to develop products that successfully mimic the taste, texture and appearance of their animal-based counterparts.
By producing plant-based products similar to the preferences of dairy-based consumers, brands can ensure the convenience of a growing number of flexible consumers.
This is something plant-based brand Mummy Megz (formerly Mummy Megz) has done exceptionally well. In 2019, the start-up made waves with its Chucky Egg, which pays homage to a popular, classic Easter treat, Cadbury’s Creme Egg.
Boosting familiarity and focusing on consumption, Mummy Mig’s Chucky Eggs sold in stores at a rate of every 30 seconds after launch. [2]. The brand has since implemented the product in its range throughout the year.
“We have many regular customers who are not vegetarians, buying our products. They buy us because they love the delicious taste of our chocolate treats … our products are vegan, but that doesn’t necessarily mean our customers are.” [3] Megan Boyle, Founder of MommyMigz.
Price is important
Along with familiarity, price is an important point of contention in plant-based chalk production, which is one of the major barriers to flexible consumer purchases.
“Our goal is to offer our products at competitive prices, as we believe that the more we see reasonably priced vegetarian options, the faster we can realize the potential for consumers to switch. The industry coming together to offer vegan options is exciting and has huge headroom to grow.” Meagan Boyle, Founder of Mummy Meagz.
With the global vegan chocolate market valued at an estimated $397.6 million, and forecast to reach $1014.7 million by 2028, Easter provides the perfect opportunity for plant-based product manufacturers to get involved.
Learn more about how to grow plant-based chocolate sales or visit ProVeg’s New Food Hub.
1. Lindsay Bumps quoted in Vegeconomist (2019): Exclusive Ben & Jerry’s news! Available at: https://vegconomist.com/interviews/exclusive-ben-jerrys-news/ Accessed on 2022-10-20.
2. Weber, J. Vegan Creme Eggs arrive at Asda, (2021). Plant Based News. Available at: https://plantbasednews.org/lifestyle/food/vegan-creme-eggs-asda/. Accessed: 2022-10-27.
3. The Mother of Indulgence, pp16-17, (2022). Vegan Trade Journal. Available at: https://www.vegantradejournal.com/vtj/VTJ_ISSUE23/VTJ_ISSUE23.html#p=16. Accessed on 2022-10-27.