LONDON – As chocolate lovers across the globe indulged in Easter treats, new research from Mintel reveals that seasonal launches accounted for one quarter of global chocolate new product launches in 2016, the biggest area of chocolate new product development (NPD), according to the Mintel Global New Products Database (GNPD).

Last year, some 28% of seasonal launches globally were positioned for Easter, highlighting the ongoing popularity of eggs, bunnies and other chocolate treats. The countries accounting for the most Easter chocolate innovation include Brazil, which accounted for 14% of global Easter chocolate product launches, France with an 11% share and South Africa with a 10% share.

Overall, launch activity in the confectionery category was somewhat restrained in 2016. The number of chocolate confectionery launches globally grew by just 3% between 2015 and 2016.

“Our research shows that seasonal chocolate tops all chocolate new product development, a testament to the popularity of seasonal treats among consumers across the globe,” said Marcia Mogelonsky, director of insight for Mintel Food and Drink. “This reflects the fact that these products are typically bought to help celebrate holidays or special occasions. With this in mind, seasonal chocolate is somewhat immune to recessionary pressures as these products are bought on an occasional basis.”

In recent years, the chocolate confectionery market has continued to see growth, though at a very slow rate, and in some established markets, volume sales declined between 2015 and 2016. In the United States, United Kingdom, Germany and France, sales were flat over the two-year period, while sales fell in Russia (-2%), Brazil (-6%) and China (-6%). The only markets among the top ten globally to see any growth were Poland (+2%) and India, which saw an impressive 13% growth increase between 2015 and 2016.