Easter may still be a few weeks away but if you’re anything like us, you’re browsing the confectionary aisles and starting to think about which egg you’re asking for this year. In fact, the stats back this up – there have been 50,000 searches for ‘Easter Egg’ in the UK in the past month, 213% more than the previous month. We’re clearly an impatient bunch!
With hundreds on the market, which easter egg should be added to your cart this year? At Cedarwood, we don’t take this decision lightly! We had a nosy at the stats to help us make an informed decision. Our SEO team have compiled easter egg search volumes over the last 4 years and pulled together the key numbers to help you make the right choice.
We’re going to give you the lowdown on:
🍫The UKs most searched for eggs
🍫The vegan easter egg capital
🍫Which big-drinker cities are searching for Guinness eggs
🍫Who’s potentially a bit too obsessed with their pet and buying a pet friendly Easter eggs
🍫The most popular cheese easter eggs (yes, you read that right)
What are the UK’s most searched for Easter Eggs?
- Ferrero Rocher – 209,120 searches
- Reese’s 146,160 searches
- Oreo – 108,030 searches
- Daim – 85,950 searches
- Nomo – 68,080 searches
- Smarties – 67,330 searches
- Terry’s Chocolate Orange – 62,720 searches
- Guylian – 61,530 searches
- Yorkie – 48,880 searches
- Turkish Delight – 48,250 searches
So, what do we make of the UK’s searched for eggs? It’s certainly an eclectic mix. That top search may surprise some of you – who knew we were such fans of hazelnut in this country. The egg in question is £11 – it’s made entirely of the signature hazelnut shell of a Ferrero Rocher, and contains 6 of the chocolates inside. Wow, this might be a new personal contender. We also can’t get enough of peanut butter chocolate, with the Reese’s easter egg coming in second. Peanut butter and chocolate is a winning combination after all so why not incorporate it at Easter.
People have also been searching for Oreo easter eggs. Disappointingly, this egg is pretty basic – it’s simply a Cadbury’s chocolate egg. But, it does come with two small eggs filled with oreo filling – delicious. Coming in at number 4 we have impressively high searches for a Daim easter egg – do they call it the Ikea effect?
Which cities are searching for vegan Easter Eggs the most?
- Brighton – 1,805 searches per 100,000 people
- Plymouth – 1,076 searches per 100,000 people
- Portsmouth – 1,025 searches per 100,000 people
- Belfast – 939 searches per 100,000 people
- Northampton – 847 searches per 100,000 people
- Bristol – 811 searches per 100,000 people
- Reading – 804 searches per 100,000 people
- Hull – 783 searches per 100,000 people
- Nottingham – 761 searches per 100,000 people
- Derby – 735 searches per 100,000 people
- Leicester – 686 searches per 100,000 people
- Stoke – 679 searches per 100,000 people
- Bradford – 646 searches per 100,000 people
- Coventry – 526 searches per 100,000 people
- Newcastle – 516 searches per 100,000 people
- Leeds – 512 searches per 100,000 people
- Sheffield – 494 searches per 100,000 people
- Glasgow – 397 searches per 100,000 people
- Manchester – 370 searches per 100,000 people
- Southampton – 320 searches per 100,000 people
- Liverpool – 238 searches per 100,000 people
- Cardiff – 225 searches per 100,000 people
- London – 215 searches per 100,000 people
- Birmingham – 205 searches per 100,000 people
- Edinburgh – 138 searches per 100,000 people
We didn’t want to neglect our sweet-toothed vegans so pulled together data from Ahrefs top 50 vegan easter eggs terms.
You won’t be surprised to learn that Brighton is searching the most for Vegan Easter Eggs – 67% more searches per capita than runner-up Plymouth. This aligns with the city’s crowning as most vegan-friendly city. It’s a strong turnout overall from the South, with Plymouth and Portsmouth taking second and third place for the eco-friendly purchases.
However, searches for Vegan Easter Eggs have been decreasing throughout the years – down 7% in 2023 compared to 2022, and down 31% compared to 2021. This makes sense; research from GWI reveals that the number of vegans has dropped by 15% in the UK in the last two years and Connecting the Dots cites growing eco-fatigue and the cost-of-living crisis as the top reasons for this decline.
As for the most popular vegan Easter eggs on the market, Nomo claimed the top spot, with 68,080 searches. Nomo pride themselves on creating ‘chocolate for everyone’, which is free from dairy, gluten, eggs and nuts.
Booja Booja was the second most searched for vegan Easter egg, with 21,540 searches. These hand-painted eggs, made in Kashmir, India, are filled with organic, vegan chocolate truffles – another delicious option for the plant-based chocoholics out there!
Which cities are searching for Guinness Easter Eggs?
- Belfast – 86 searches per 100,000 people
- Brighton – 45 searches per 100,000 people
- Hull – 38 searches per 100,000 people
- Portsmouth – 33 searches per 100,000 people
- Plymouth – 32 searches per 100,000 people
- Stoke – 29 searches per 100,000 people
- Derby – 28 searches per 100,000 people
- Northampton – 25 searches per 100,000 people
- Reading – 24 searches per 100,000 people
- Leicester – 22 searches per 100,000 people
- Bradford – 21 searches per 100,000 people
- Nottingham – 21 searches per 100,000 people
- Leeds – 17 searches per 100,000 people
- Sheffield – 17 searches per 100,000 people
- Coventry – 17 searches per 100,000 people
- Bristol – 16 searches per 100,000 people
- Newcastle – 15 searches per 100,000 people
- Manchester – 15 searches per 100,000 people
- Glasgow – 11 searches per 100,000 people
- Southampton – 10 searches per 100,000 people
- Cardiff – 9 searches per 100,000 people
- Birmingham – 7 searches per 100,000 people
- London – 7 searches per 100,000 people
- Liverpool – 6 searches per 100,000 people
- Edinburgh – 4 searches per 100,000 people
Belfast tops the charts for most interested in Guinness easter eggs – no surprises there! Belfast have been searching a huge 91% more than the runner up, Brighton, who also appear to love a pint, the rugby, or both.
I for one was immediately wondering if a Guinness easter egg actually contains Guinness? And the answer is yes! But do not worry, everyone can enjoy this treat; the alcohol by volume in the egg only works out as less than 1 percent. This easter egg is dark chocolate, shaped like a rugby ball, and the perfect gift for a Guinness fan.
Which cities are searching for pet-friendly Easter Eggs?
- Newcastle – 142 searches per 100,000 people
- Bristol – 140 searches per 100,000 people
- Bradford – 132 searches per 100,000 people
- Nottingham – 126 searches per 100,000 people
- Sheffield – 116 searches per 100,000 people
- Leeds – 93 searches per 100,000 people
- Manchester – 81 searches per 100,000 people
- Liverpool – 56 searches per 100,000 people
- Birmingham – 44 searches per 100,000 people
- London – 30 searches per 100,000 people
If you’re hoping to engage your pet in the festivities too, plenty of brands offer tasty and safe Easter treats for them to enjoy. Made using dairy alternatives like carob, more and more pet-friendly eggs are lining the shelves each year. So, which of us are most prone to spoiling our furry friends?
Well, Newcastle is most likely to celebrate Easter with their pets, with Bristol coming up shortly behind them and Bradford in third-place. The stats show a clear dominance from the North – maybe we just love our pets a bit more up here…
It also appears that we’re getting more generous towards our pets over time. 2023 data shows an increase in searches by a whopping 219% compared to 2020 stats.
What are the most popular cheese Easter Eggs?
While many of us can’t resist a chocolatey treat, those who prefer savoury flavours usually have to forgo this tradition. This is no longer the case, as major supermarkets are now selling easter eggs made entirely from cheese! They’re definitely a divisive one and may not be the treat you are looking for this Easter Sunday. But if you do pride yourself on being a bit of a cheese fanatic, which brands should you be on the lookout for?
- M&S – 7,940 searches
- Butlers – 2,980 searches
- Asda – 2,380 searches
- Blacksticks Blue – 1,650 searches
- Tesco – 1,290 searches
- Sainsbury’s – 1,020 searches
Unsurprisingly, the queen of UK supermarkets, Marks and Spencers, takes the top spot, receiving a huge 5,000 more searches than the runner-ups. Taking second place is Butlers; less of a household name, this brand manufactures farmhouse cheeses and offers a ‘cheese that identifies as an egg’. It’s made from Blacksticks, their famous blue cheese. You surely can’t go wrong opting for a company completely devoted to cheese.
Cedarwood Digital is an award-winning digital marketing agency, specialising in SEO, digital PR and PPC. If you’d like any help making an easter egg purchase, gathering search data, or enhancing your online visibility, please don’t hesitate to get in touch.
