Company Updates

What’s on the Table for Easter and Passover?

Instacart

Instacart

Mar 23, 2023

This year, the first day of Passover (April 5) and Easter (April 9) are only a few days apart, with both serving as significant moments for food and families. As people gear up to gather with loved ones and mark the moment together, we’re sharing insights about the top feasting foods and treats expected to make an appearance on holiday tables this April based on Instacart purchase data. Let’s hop right in!

Egg-cited for Easter 🐰

According to a recent Instacart survey of over 2,000 American adults conducted online by The Harris Poll, 2 in 3 Americans (67%) typically celebrate Easter, and 92% of those who celebrate plan to buy Easter candy this year. After all, one of the hallmarks of Easter is the joy of stuffing baskets with treats and hiding candy-filled eggs for loved ones. So let’s kick things off with a look into the most popular Easter candies… 

‘Peep’ This Candy 🍫

Starting with the top 10 most popular Easter candies, here’s what is most likely to show up in goodie baskets this year:

When it comes to Easter candy, there’s no denying that chocolate reigns supreme, with seven out of the top 10 candies repping cocoa. And in the spirit of the holiday, our survey found that more than 3 in 5 of those planning to purchase Easter candy this year will be buying chocolate eggs (64%) and chocolate bunnies (61%) to satisfy their sweet cravings and stay on theme. 

In the midst of all the decadent chocolate, two types of jelly beans and the classic Peeps marshmallow chicks also stand out, holding a special place in Americans’ hearts and Easter baskets. This year, more than half (51%) of those who will buy Easter candy plan to indulge in jelly beans, while 42% are looking to scoop up the iconic marshmallow chicks

State-by-State Candy Cravings 🍬 

Below, we reveal the most popular Easter candy in each state. Reese’s Peanut Butter Eggs completely dominate, taking the top spot in 30 states, including the entire West Coast. 

Tied for second are Reese’s Peanut Butter Cups, STARBURST Easter Jellybeans, and Hershey’s Milk Chocolate in five states each, followed by Kinder’s Chocolate Candy Egg (with the surprise toy inside) in four states, and the Cadbury Creme Egg in two states.

Most Popular Easter Candy in Every State

To ‘Dye’ For 🐣

While we love the candy, it’s only part of the equation when it comes to Easter festivities and traditions…

“We can’t talk about Easter traditions without talking about egg decorating! As a Canadian-Ukrainian, painting Easter eggs — what we call “pysanky” —  has always been a big tradition for me, proving the fun activity is one that extends across the world. To paint a picture for the U.S., last year, grocery carts containing eggs and food coloring spiked a whopping 916% in the week leading up to Easter. Instacart’s recent survey found that 66% of those who celebrate Easter typically dye eggs, and a majority of those (78%) will eat the eggs they dye so nothing goes to waste. With that in mind, we can expect to see a similar surge for eggs and dye purchases in early April, so be sure to shop early!” – Laurentia Romaniuk, Instacart’s Trends Expert

‘Ears’ to a Delicious Feast 🐇

As for the celebratory meals, while Easter is a day full of feasting, 41% of Easter celebrants look forward to dinner the most. And what’s the first Easter dinner dish that comes to mind? Ham, of course! Of those who celebrate Easter, nearly three-quarters of Americans enjoy this tasty main course for dinner (74%). In fact, ham is the most popular Easter main course purchased on Instacart’s platform by the number of orders, with orders spiking by 254% in the week leading up to the big day.

Easter Ham

We’re rounding out the Easter dinner plate with other holiday foods that spike during the week leading up to Easter:

  • Rack of lamb: +379% 
  • Dinner rolls: +94% 
  • Brisket: +76% 
  • Canned green beans: +32% 
  • Asparagus: +25%
  • Russet potatoes: +22%
  • Sweet potatoes: +21%

Whether you plan to enjoy a traditional Easter meal or try something new, we wish you a Hoppy Easter!

Passover Dinner ✡️

One of the highlights of Passover is the variety of specialty foods that are enjoyed — from the Seder plate to a hearty brisket and Gefilte Fish served at dinnertime — each dish is prepared with care and significance. However, out of all the delicious foods that people enjoy for Passover, Matzah stands out as the most popular and widespread staple, according to Instacart purchase data. In fact, the demand for Matzah spikes significantly in the week leading up to Passover, with orders increasing by a staggering 291%. This is the most significant surge in Matzah orders throughout the entire year, highlighting the central role that this unleavened bread plays in Passover celebrations.

Matzah

As Passover approaches, other traditional foods are expected to surge. Last year during the days leading up to Passover, orders for the following increased significantly:

  • Rack of lamb: +97%
  • Matzo ball soup mix: +73%
  • Gefilte fish: +58%
  • Brisket: +53% 

For those who celebrate Passover, we wish you a joyful celebration surrounded by loved ones!

Survey Method:

This survey was conducted online within the United States by The Harris Poll on behalf of Instacart from March 2-6, 2023, among 2,044 adults ages 18 and older, of whom 1,390 celebrate Easter. The sampling precision of Harris online polls is measured by using a Bayesian credible interval.  For this study, the sample data is accurate to within + 2.8 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected]

Adjusted for Growth:

We adjust Instacart growth percentages by the overall growth of total orders via Instacart. Doing so removes the influence of our platform growth so we can focus on the change in consumer behavior.

Instacart

Instacart

Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.

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