The time has come around once more for chocolate eggs, hot cross buns, and lamb Sunday roasts – so what can we expect to be in store?
As consumers are becoming more and more interested in occasion eating (especially in an increasingly connected world), Easter is becoming a major foodie holiday after Christmas. Savvy forecast in 2019 that food and drink sales would grow +6.5% YOY, with a plethora of new ideas and recipes expected to meet this new consumer interest.
As spring is finally about to be sprung, floral decorations and flavours will be paramount to this particular time of year. Daffodils, tulips and daisies are expected influences; as well rose, lavender, violet and sakura (Japanese Cherry blossom) bringing a new wealth of flavours and aesthetic ideas to the plate.
Other flavours are also showing that consumers are more experimental- cardamom and rose, tropical fruits such as pineapple, summer fruits such as strawberry and lemon, and honey in all it’s flavours and complexities, to name but a few. Brands have also dared customers to stand outside their comfort zone, with last year’s launches including a Marmite Easter egg and Creme Egg flavoured mayonnaise – not for the faint-hearted, but something different for sure!
Whilst some consumers are seeking the weird and wacky, others are seeking comfort in traditional recipes – whether it’s your grandma’s simnel cake recipe, retro launches that take you back to childhood (who could refuse a Retro Jazzies Easter Egg (M&S) or a butterfly bun with spring jam (Asda) after all?), or historically influenced flavours (such as Fortnum and Mason’s Sandringham Coffee Truffles, using coffee first made for Queen Alexandra in 1925); it all helps foster a sense of tradition and comfort in these uncertain times.
Traditional tastebuds continue to be an integral part of Easter innovation, such as hot cross buns – 40% of UK households bought hot cross buns in the first quarter of 2019 (British Baker), with a variety of new flavours to satisfy any sweet tooth! Apple and Cinnamon, Chocolate Brioche, Luxury Fruit; anything is possible with this beloved recipe. Hot cross buns are also developing past the traditional individual portions – hot cross loaves, tear and shares, and even a savoury bun for burgers and sandwiches show how people want more seasonal innovation across their food choices!
Free from also continues apace in Easter offerings, mirroring the now mainstream offerings for Christmas – in fact, 30% of meat-eaters in the UK planned a meat-free Easter roast for Easter weekend in 2019 (Food Trend). What’s more, approximately 25% of consumers catered for special dietary requirements for the 2019 Easter weekend – showing once again that special diets are becoming more mainstream and understood. We saw a variety of gluten-free, dairy-free and vegan/vegetarian options for Christmas dinner – and Easter will be no different!
So what next for Easter? Seasonality seems key to new development for this holiday – such as wild garlic and sakura which bring tastes of spring to the fore. Specific easter recipes, such as Ethipioan Easter bread and alfresco dining, are also gaining traction – not any old recipe will do for a time of the year that bridges winter and summer. There’s also a drive towards healthier eating, which includes mini versions of all our favourite decadent treats – which will be filled with luxurious fillings to make up for the minimising! Interaction through food and eating occasions around this time will also be of interest to consumers. Whether it’s connections through humour, empathy, or even legends and stories – it’s all about the imaginative journey which is both delicious and thought-provoking.
Have a look at our Lemon Drizzle Hot Cross Buns on the link below – always time for an Easter treat with your cuppa!
Did you know that the Our Earth range is low salt, allergen free and vegan friendly? Perfect for catering to all dietary needs of any age! Have a look at our range at www.our-earth.com – we’re looking to expand the range in the future, so watch this space for even more revolutionary launches for the modern food industry!
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