Easter trends: what are shoppers looking for this year?

Ordering habits change dramatically in the weeks before Easter, according to data from the online supermarket Kifli.hu. At this time, the demand for home decoration items, cleaning products and seasonal foods increases. The average basket value exceeds the amount typical for the rest of the year by 2,000–3,000 forints – but there are also more and more orders of outstanding value.

In March last year, nearly 90,000 boxes, or almost 860,000 pieces of eggs, were sold on Kifli.hu, and a total of 12.5 tons of smoked goods, of which 8 tons were tied ham and heart ham. This year, the online supermarket expects an increase in turnover compared to this, which is also supported by preliminary data. Although there are no final statistics for 2025, based on the figures so far, every Easter category has grown by at least 20 percent compared to last year – not only in value, but also in volume.

In order to successfully serve the Easter season, Kifli.hu began logistical preparations months in advance. Pre-orders for the most popular Easter products – such as chocolate figures – have been made almost a year ago, and deliveries began two months ago by partners.

Customers are becoming more aware, and this is also evident in the products they are looking for the most. On the chocolate front, classic brands such as Milka, Kinder or Lindt remain the most popular, while interest in artisanal, special or free products – such as lactose and gluten-free – such as Moo Free or Marks & Spencer’s range is growing strongly. In the field of fresh vegetables and fruits, goods from Hungarian producers are in abundance: customers usually pack radishes, tomatoes, peppers, cucumbers and strawberries into their baskets, but the stars of the Easter season are undoubtedly Hungarian asparagus – the first shipments of which arrive just in time for the holiday – and wild garlic. Ham remains a prominent player, but the traditional Easter offer is also constantly changing: customers increasingly prefer free (for example, nitrite-free), beechwood-smoked or organically certified products. The demand for organic smoked meats is growing year by year, as is the demand for free-range meat and egg products. This year, lamb is also receiving special attention – more and more people are choosing a modern reimagining of the traditional Easter menu, with quality, fresh lamb leg or loin. Horseradish is also being introduced to holiday tables in a new form – more exciting flavors, such as wasabi, chili or blueberry versions, are increasingly in demand. More and more specialties are appearing among baked goods: artisanal cakes, savory pastries, and seasonal delicacies, such as bunny-shaped cakes or The Box Donut Easter packages, are popular. And lovers of international flavors can also find exclusive products such as Italian colomba or panettone.