Learn which Easter segments perform best in Scottish c-stores and what NPD will help you crack seasonal sales.
Christmas may be in full flow, but with Easter 2026 falling on Sunday 5 April – a full two weeks earlier than in 2025 – hatching a plan ahead of time is vital.
Easter confectionery performed very well in Scottish convenience stores in 2025, with high value growth of +14.8% vs 2024 (January to April), according to Clarity powered by Talysis.
Mini marvels
Within this, the Mini Eggs segment had the largest value share at 38%, with impressive sales growth of +17.8%. The top-selling Easter SKU in Scottish c-stores this year was the 77g bag of Cadbury Mini Eggs from Mondelez International, which alone accounted for nearly two-thirds (65.4%) of Mini Egg sales and almost a quarter (24.9%) of all Easter confectionery sales.
This year, the much-loved treats are back in a slightly smaller 74g pack, which was downsized due to rising costs. But, on a more positive note, three out of five Mini Egg SKUs are now packaged in 65% post-consumer recycled plastic made possible through advanced recycling technology.
Mondelez urges retailers to get a fast start on Easter impulse lines, ensuring they are on shelf from 1 January.
Also hoping for a taste of Mini Egg magic is Mars Wrigley, which is bringing three new lines to the fore. Maltesers Mini Eggs combine crunchy Maltesers pieces with milk chocolate, while Galaxy Minstrels Mini Eggs are launching nationally following a successful exclusive with Co-op in 2025. In addition, Maltesers Mini Eggs Butterscotch Flavour will be launched as a Co-op exclusive.
Top-selling singles
The Singles sub-category, which incorporates filled eggs and small bunnies, had the second-biggest value share after the Mini Eggs sub-category at 30.1% and was the second-fastest-growing category over Easter 2025 in Scottish convenience, up 20.6%, states Talysis.
This segment is home to 2025’s number two Easter SKU in Scottish convenience – Cadbury Creme Egg. It had a 17.6% share of Easter confectionery in 2025 and accounted for well over half of sales within the Singles segment with a whopping 58.4% share. The second bestseller of 2025 in the Singles sub-category in Scottish c-stores was the White Cadbury Creme Egg, which amassed a 12.6% share of value sales. This season, the single is being joined by a multipack, which Mondelez claims will tap into the 74% of white chocolate consumers who solely purchase white chocolate. The firm is also releasing an Oreo Filled Egg 5-pack (RSP £5.82).
But the big NPD from Mondelez for 2026 is the launch of a Cadbury Biscoff Filled Egg containing Biscoff spread and crunchy biscuit pieces. The company claims the product has tested well with shoppers, with an 87% purchase intent. The egg is available in a single format (RSP 99p) as well as 3-packs (RSP £3.65), which research has shown is one of the most likely pack sizes to drive trial [Creme Egg PPA Study, October 2024].
While innovation undoubtedly adds excitement, Creme Egg and Mini Eggs remain the must-stocks, states Mondelez.
Trade Communications Manager, Susan Nash, says: “It’s absolutely key that retailers focus on the core and that they start early because the earlier they start is another selling day.”
Cadbury Creme Egg’s ‘How Do You Display Yours?’ retailer competition is back for another year. The competition, which is exclusive to indies, invites retailers to share eye-catching Cadbury Creme Egg displays for the chance to win a grand prize of £1,000 in vouchers. Other prizes include two £500 vouchers and eight £100 vouchers.
Retailers can visit SnackDisplay.co.uk to enter the competition.
