British luxury chocolatiers are leaning into higher-quality, ethically sourced products, despite rising cocoa prices reshaping buying habits.
New data from Faire, a marketplace used by retailers across the UK to buy products, shows chocolate now makes up just 30% of Easter spending on its platform, down from 40% in 2024. At the same time, the number of UK retailers buying non-chocolate alternatives, such as Easter decorations, cards, children’s gifts and novelty candles, has risen by 138%.
The Office for National Statistics said that the price of chocolate has risen by over 17% in the year to October 2025. However, many independent chocolatiers say people still want quality chocolate and are prepared to pay more for taste and sustainability.
Nearly half of all chocolate orders on Faire now fall within the £5 and £8 range, up from a third two years ago, but not just because of the rising cost of cocoa.
Ethical products now make up around three quarters of Easter chocolate sales on Faire, according to its data. At the cheaper end of the market, products worth less than £5 have fallen from 44% of chocolate orders in 2024 to less than a third today.
Aneesh Popat, founder of luxury artisan chocolatier The Chocolatier based in London, said:“We’ve kept our Easter range consistent, as it’s something our customers return to and enjoy year after year. Much of our chocolate is purchased as a gift, so it tends to be a considered choice rather than an impulse buy. We made a small price adjustment last year in response to the cocoa market, and have held prices steady this year.
“Each year we also introduce a short-run ‘hero’ product – this year it’s a crafted Easter bunny – alongside our core range. Across the wider market there has been some shrinkflation and a reduction in cocoa content, but fine chocolate tends to follow established quality standards.
“Once you start reducing cocoa content below specific levels, you’re no longer making what we would define as fine chocolate. Many customers are looking for products that are both enjoyable and responsibly made, and that continues to guide our approach.”
Lisa Baker, from Happi Choc in Nottingham, said:“We’re seeing growing demand for more interesting, premium products and trends are increasingly being driven by social media, like the popularity of pistachio chocolate, which has influenced new launches such as our Pistachio Crunch Easter Egg. Alongside flavours like cherry and almond, and fully recyclable, plant-based products, it shows that people might be buying less overall, but they still want something that feels high quality and aligned with their values.”
Behind the shift, retailers are taking steps to protect their margins against rising costs, by reducing the number of Easter eggs they stock, increasing prices and promoting more non-chocolate gifts.
