Three in five adults would like to receive an Easter basket of their own, while the quality of chocolate is priority when purchasing seasonal treats

April 8, 2025
Ferrero North America, makers of Ferrero Rocher®, Nutella®, Kinder®, Tic Tac®, Butterfinger® and CRUNCH®, unveiled its 2025 Easter Celebration Index, which explores how Americans plan to celebrate the spring holiday, and their candy preferences associated with it.

The survey reveals Easter basket popularity among adults, with chocolate reigning as the most coveted item. Key findings include:
• 62% of respondents would love to get an adult Easter basket.
• 22% of adult respondents enjoy Easter chocolate for themselves.
• 67% of respondents prefer to make their own Easter baskets.
• 36% of adult respondents prefer gift cards in the Easter basket, followed by confections (23%).
• 69% of respondents agree that they must include chocolate in their Easter baskets.
• 28% of respondents identified quality of chocolate as the most influential purchase decision, even more than price, brand preference, packaging design and tradition.
• 64% of respondents prefer to receive chocolate over non-chocolate candy for Easter.
• 69% of respondents agree that you should start with the ears not the feet of a chocolate bunny first.
• 44% of respondents (ages 18-24) rely on social media for Easter decoration ideas, compared to only 8% of ages 65+.
• 52% of respondents (ages 25–44) are most likely to shop at the last-minute, while only 18% of ages 65+ do.
• 23% of adult respondents prefer to celebrate Easter by organizing activities for children.

"Easter has evolved into a cherished multi-generational celebration that resonates across all age groups," said Jim Klein, Chief Customer Officer, Ferrero USA. "As the creators behind beloved brands like Ferrero Rocher and Kinder, we take pride in offering products that not only captivate children's imaginations but also appeal to adults with discerning tastes who understand that Easter's most delightful traditions are meant for everyone. We recognize our customers' preference for creating personalized Easter baskets, which is why we're delighted to offer premium options like Kinder Joy, Butterfinger, Mother's Cookies and more to enhance their celebrations."

Ferrero has everything to make your Easter celebration sweet. For Easter baskets and gifting, Ferrero Rocher ®, Tic Tac®Chewy!, and Royal Dansk ® Garden Cookie Collection offer delightful treats for family and friends of all ages. Kinder Joy ® Eggs and Kinder Chocolate ® Mini Friends are perfect for Easter egg hunts and decorating. Spread the spring cheer with MiniNutella ® Easter Jars or treat someone special to miniature delights like CRUNCH ® and Butterfinger ® available in special Easter packaging. All products are available at retailers nationwide in store and online while supplies last.

Survey Methodology
A nationwide study was conducted on behalf of Ferrero by Golin in partnership with Dynata among 1,000 adults aged 18 and older, surveyed online on March 24, 2025, examining consumer preferences and plans to celebrate Easter in 2025. The margin of error (at the 95% confidence level) is +/- 3%.