More than 5.3 million UK adults are unlikely to buy the chocolate treats this year.
Easter eggs are a tradition for many – but millions are cutting back on them due to the cost of living crisis.
More than 5.3 million UK adults are unlikely to buy the chocolate treats this year, according to a survey by Krispy Kreme.
Those aged 25 to 34 – who are most likely to have young children – are the worst impacted, with 14% saying they cannot afford them.
More than half (55%) of this age bracket say they are at least cutting back on their Easter purchases.
Krispy Kreme in partnership with FareShare has launched an ‘Eggschange’ for people to swap unwanted Easter eggs for doughnuts.
The donated eggs will be given to people for free who are struggling with the cost of living.
Hilary Nithsdale, commercial manager at FareShare said: ‘Due to the rising cost of living crisis, many families will be unable to afford the joyful act of exchanging Easter eggs.
‘We are delighted to work with Krispy Kreme on their mission to redistribute Easter eggs to those who might otherwise go without this year, by generously donating to our network of over 9,500 charities and community organisations across the UK.’
Emma Colquhoun, chief marketing officer for the UK and Ireland at Krispy Kreme, said: ‘This Easter, we are proud to be partnering with FareShare to call on generous Brits to help spread joy to those unable to afford Easter eggs, rewarding them with shareable boxes of our limited edition Easter doughnuts in exchange for their generosity.’
Despite hard times, the survey found the average Brit will spend £26 on Easter eggs.
The survey also found 43% of people receive three to five Easter eggs which they often don’t eat, or forget about and leave in cupboards.
Over a third admitted they would prefer a different sweet treat over Easter eggs.
The situation is not helped by the early appearance of Easter eggs – with 18% of Brits admitting they become bored of the sight of them by the time the Bank Holidays come around.
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