Eighty-six percent of family members in Brazil are given chocolates during Easter, according to Nestle survey; 39% celebrate Easter by gathering with family and friends

SAO PAULO , April 3, 2024 (press release) –

A Nestlé survey revealed consumer habits at Easter, highlighting that family members are the ones who receive chocolates the most. The South of Brazil leads in gift investment, with an average of R$144.00 . A box of chocolates is the most versatile gift, and chocolate bars are widely consumed throughout the year. Nestlé's Chocolate Director, Mariana Marcussi , emphasized Brazilians' passion for chocolate and the new Easter Egg flavors for 2024.

Key Highlights:

* 86% of family members are given chocolates during Easter

* Southeast leads in Amigo Chocolate initiative participation with 42%

* 39% celebrate Easter by gathering with family and friends

- Interviewees from all regions of the country demonstrate Brazilians' passion for chocolate, especially at the sweetest time of the year

Despite the difference in behavior in each region, chocolate is what best represents Easter. With the aim of understanding consumer behavior during seasonality, a survey carried out by Nestlé shows how the habit of giving gifts works in one of the most symbolic times of the year.

In general, the people most given chocolates are family members (86%) and spouses (62%), friends and co-workers, in all regions, appear next, representing, on average, 31% among those interviewed. In this section, the South of Brazil leads the ranking, with 39%, followed by the Southeast, 32% and the Northeast, with 24%.

Among those who responded to give gifts to friends at Easter, Amigo Chocolate is a prominent initiative in the Southeast, where 42% of people responded to participate in this type of celebration. In the South, this percentage is 28% and, in the Northeast, 25%. However, in the Southern states, respondents invest more in gifts at Easter, on average, R$144.00 . In the Southeast, the value is R$139.00 and in the Northeast R$101.00 .

The research also sought to understand how people celebrate Easter and the results showed that 39% celebrate the date by getting together with family and friends and, in addition to gifts, they also invest in chocolates for their own consumption, mainly in the North and Northeast regions. , where 47% responded to give themselves a gift, compared to 38% who intend to give a gift to someone else. In the South, gifts for other people represent 69%, versus 51% for personal consumption; In the Southeast this difference is slightly smaller, 63% and 60%, respectively.

The results also showed that the box of chocolates is the most versatile gift for the season, as it fits well in different opportunities and, Easter eggs, in general, are more common as gifts for family and spouses, representing 67% and 55 %, respectively. Candy Boxes, created by Nestlé, had similar rates when we analyzed personal consumption: 68%, gifts for families, 64% and, for friends, 65%. Chocolate bars, widely consumed throughout the year, also bring similar results considering personal consumption, 65% and gifts to friends, 63%.

“ The results of this research prove Brazilians' passion for chocolate, in its most diverse formats, and Easter is the moment that makes this even more evident” , comments Mariana Marcussi, Director of Chocolates Nestlé Brazil . The portfolio for 2024 has options for the most varied budgets and the company believes that both the launches and the classics will meet and captivate all consumers.

“ This year we brought great news in Easter Egg flavors, with emphasis on the KITKAT® Mini Moments Cookies & Cream egg and the Caribe egg, a flavor so requested by consumers ”, adds Marcussi.

About Nestlé

Nestlé has been operating in Brazil for over 100 years and continues to renew its commitment to society, as a mobilizing force that contributes to bringing nutrition and well-being to billions of people, creating an environment of inclusion and opportunity for thousands of Brazilians and be the most sustainable food producer in the country. The company employs more than 30 thousand people in Brazil and has 20 industrial units located in the states of São Paulo, Minas Gerais , Bahia , Pernambuco , Goiás , Rio de Janeiro , Rio Grande do Sul and Espírito Santo, in addition to three distribution centers and more than 50 brokers (responsible for sales, promotions, merchandising, storage and distribution). Committed to good practices that go from the field to the consumer's table, the company has thousands of producer suppliers participating in quality programs in the cocoa, coffee and milk chains, which guarantee sustainable production and bring modernity to the field, including in the chain . In addition, it maintains initiatives in factories such as minimizing the use of water and energy and reducing greenhouse gas emissions, reforestation actions and continuous innovations in increasingly sustainable packaging. Nestlé Brasil is present in 99% of Brazilian homes, according to research carried out by Kantar Worldpanel.

About Garoto

Chocolates Garoto , located in Vila Velha (ES), is one of the 10 largest chocolate factories in the world. The company has a portfolio of more than 80 products. Among them are boxes of chocolates, tablets, Easter eggs and chocolate for culinary use such as toppings and soluble powder, which can be found in more than 50 countries. Its biggest successes are Caixa Amarela and Tabletes Familiares with the Garoto brand; the Baton and Talento chocolates and the Serenata de Amor bonbon.

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Source: Nestlé

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