The Easter season in 2025 is expected to be different due to the rising price of cocoa and increased costs of basic ingredients. To cater to consumers' budgets, the industry has made adjustments in production and introduced products that attract consumer attention. According to ABICAB (Brazilian Association of Chocolate, Peanut, and Candy Industries), 45 million Easter eggs will be produced in 2025, with the industry offering 803 types of chocolate products, including 94 new launches.

According to a report titled "Easter 2025: Trends in Brazilian Consumer Behavior" by Globo Gente's knowledge platform, consumers prefer to purchase Easter gifts from supermarkets/hypermarkets (59%), followed by specialized stores (33%), and lastly wholesale/distribution centers (23%). For 69% of respondents, giving Easter eggs is a way to cultivate the festive atmosphere. The survey also indicates that 74% of consumers plan to buy chocolates, sweets, or eggs in 2025, down from 83% in 2024.

Renata Vieira, vice-president of Marketing at Mondelēz Brasil, states that the Lacta brand will continue to leverage its emotional connection with consumers to boost sales of Easter eggs and other seasonal items. "For 2025, we are bringing a diverse portfolio that caters to all consumer profiles and occasions, reflecting our commitment to accessibility and maintaining competitive product pricing," she explains. The company will bring 17 different chocolate eggs to retail points. One of the highlights is the return of the Ovo Bis Branco, which was a hit in 2010.

Other market players such as Santa Helena Alimentos and Top Cau collaborated on the Paquita (300g) Easter egg. The brand will also launch Paquita-filled chocolates in a 55g pack with five units each. "Every year, our consumers express a strong desire for products that combine Paquita and chocolate. We are always attentive to these demands," says Breno Carvalho, head of Marketing.

Supermarkets: Retail Strategies

In addition to traditional chocolate brands' offerings, Carrefour will introduce its own brand options for both children and adults. For children, the supermarket's bet is on the Madagascar egg. For adults, Carrefour Sensation eggs (160g and 170g) will be available.

The Cacau Show expects significant growth in sales during the 2025 Easter season. "We have introduced a mix of 78 products for our customers, including innovative pistachio-flavored items and new children's lines with partnerships and gifts," says Iris Ferraz, Product Manager at Cacau Show. "Our expectation is for a substantial increase in revenue compared to last year's Easter season."