Easter chocolate: Lidl comes out ahead in the price comparison

A new study reveals which discount retailer comes out clearly ahead in a price comparison.

Cocoa prices are rising and inflation remains stubbornly high. With Easter approaching, many households are feeling the effects in the confectionery aisle. A recent online survey has examined where shoppers expect to find the cheapest Easter chocolate in the year ahead and how they can make the most of a limited chocolate budget.

Rising prices, tighter budgets: how families are planning Easter 2025

For the research, advertising platform Bonial surveyed 1,257 people in April 2024 about their planned chocolate purchases for Easter 2025. The findings make one thing clear: the enjoyment of chocolate bunnies and eggs is increasingly constrained by household finances.

• Average chocolate budget per household: around €51
• The emphasis is firmly on low-priced deals rather than brands
• Almost everyone buys in store, while very few shop online

Easter therefore remains an important occasion in the supermarket calendar, although many shoppers are now calculating their spending more carefully. Anyone buying for several children, as well as godchildren and grandchildren, quickly sees how far €51 really goes.

Price is the deciding factor when buying Easter chocolate for two-thirds of respondents, ahead of both brand and taste.

Lidl leads the Easter chocolate price battle

The survey responses present a clear result: one hard discounter takes first place for affordable Easter chocolate. It is followed closely by two major full-range retailers that also play a prominent role in German retail.

Respondents were asked which retail chains they considered to offer the best-value Easter deals. The top three were:

• Lidl – most often named as the cheapest place to buy Easter chocolate
• E.Leclerc – close behind Lidl
• Carrefour – takes third place

Many respondents fully expect to fill their baskets with chocolate at these retailers for the next Easter celebrations. Lidl in particular benefits from its reputation as the value champion in the confectionery aisle.

What shoppers are actually putting in Easter baskets

The study is revealing not only in terms of where people shop, but also what they choose. It identifies the chocolate formats that are most popular and what the average €51 budget is actually spent on.

• Moulded chocolates and figures, including bunnies, hens and bells, account for by far the largest share of purchases.
• Chocolate eggs appear in almost every second shopping basket.
• Surprise eggs are the leading choice within the egg category.
• Chocolate sprinkles and small fish play only a minor part.

Families are therefore most likely to choose visually striking products that are easy to hide and place in an Easter basket. Colourful packaging and familiar shapes appear to matter more than sophisticated pralines or premium chocolate bars.

Price matters more than brand as budgets come under pressure

The research demonstrates just how strongly household budgets shape shopping behaviour. Price, brand and taste were presented as options side by side, with a decisive outcome:

Many shoppers openly say that, as costs increase, they would rather forgo brands than spend more on their “favourite chocolate”. With only a fixed amount available, they try to buy gifts for as many children and relatives as possible, meaning every euro matters more than a recognisable name on the packaging.

For many households, Easter chocolate is no longer an impulse purchase but a planned project with a clearly defined spending limit.

Digital bargain hunting: how apps shape Easter shopping

The way people prepare for their purchases is also noteworthy. The survey points to a clear move towards browsing digital leaflets before the first chocolate bunny reaches the trolley.

• 62 % say promotional offers have a strong influence on them.
• 57 % intend to use digital tools to prepare for their shopping.
• 31 % rely on dedicated discount or leaflet apps.
• 26 % compare leaflets directly on retailers’ websites.

The traditional leaflet through the letterbox is therefore increasingly being replaced by the smartphone screen. Shoppers planning their Easter purchases scroll through special Easter brochures, save offers and compare prices across several chains within minutes.

Practical examples: Easter chocolate for under €10 at discount retailers

What do these budget-friendly deals look like in reality? Seasonal hard-discount products illustrate how this price competition works.

Typical items mentioned in the study are all priced below, or close to, the €10 mark:

• A large milk-chocolate bunny for just under €10.
• A crunchy egg filled with colourful chocolate balls for a little over €5.
• Multi-piece sets, such as novelty egg cups containing small chocolate eggs, for under €4.

With an average budget of €51, a household can put together a respectable selection: for example, several large figures as eye-catching centrepieces alongside a number of smaller items for the traditional Easter-basket hunt in the garden or at home.

Ways to make an Easter chocolate budget go further

Anyone looking to keep their Easter spending under control can draw several practical tips from the survey findings:

• Plan early: Major promotions begin two to three weeks before Easter. Those who compare prices early can secure the best deals.
• Compare the price per 100 grams: Packaging can look impressive, but checking the information on the back shows whether an offer is genuinely good value.
• Consider own-brand products: Discount retailer and supermarket own brands are often considerably cheaper than established manufacturers, while offering a similar taste.
• Split larger packs sensibly: A pack containing many small eggs can usually be shared across several baskets more cheaply than buying individual premium products.

Using discount apps as well can stretch a budget even further. Many platforms collect leaflets from all the retail chains, making it possible to see within minutes where bunnies, eggs and figures cost the least that week.

What the study reveals about shopping habits

The findings say more than simply which chocolate people buy; they also offer an insight into daily life for many households. When price even overtakes taste, it highlights how strongly economic conditions affect everyday decisions. Easter remains an emotional celebration, but the sober look at the price label often determines what goes into the basket.

The high proportion of shoppers who favour physical stores is also striking. Almost all respondents purchase their Easter chocolate in store rather than online. This is partly due to the many in-store promotions, but also because many people prefer to see, handle and choose confectionery spontaneously. Digital tools are therefore used for preparation, rather than for the purchase itself.

For retailers, this means succeeding at Easter 2025 requires a convincing approach on several levels. They need both tightly calculated prices and eye-catching promotions, as well as well-designed online leaflets that are easy to find. Shoppers plan on their smartphones, but pick products from the shelf in store – and may add one more item if the price is right.