A new Ferrero Easter Candy Survey reveals that the adult holiday reclamation trend Ferrero first identified at Halloween in 2024 — and confirmed was "evolving into a full cultural movement" by 2025 — has now officially hopped its way to Easter.
We all deserve an Easter basket
Two-thirds of North American adults (66%) say they deserve an Easter basket just as much as children do, nearly mirroring the 62% who said Halloween was as much for adults as for kids. And if there's one stat that proves the candy takeover is complete? More than 1 in 3 adults (36%) quietly admit to eating their children's Easter candy without telling them.
The survey of 1,000 North Americans shows that adult holiday indulgence is no longer a Halloween-specific phenomenon. It's a year-round cultural shift which now includes pastel baskets, chocolate bunnies, and competitive egg hunts.
In fact, seven in ten adults (70%) say Easter is the best time of year for both adults and kids to indulge in candy together, and adults are showing up with the same enthusiasm and the same candy-hoarding instincts they bring to October 31st.
Adults are embracing Easter like never before
Nearly half of adults (48%) say they are likely to host or attend an Easter brunch, party, or gathering geared toward grown-ups, showing that the holiday is no longer just a kids’ affair.
More than half (53%) are even willing to spend extra on a premium Easter basket, with the average adult splurging around $23 on a chocolate bunny or specialty treat. And it turns out that indulgence isn’t just for gift-giving—over one in four adults (28%) buy Easter candy specifically for themselves, embracing the sweets and celebrations that were once reserved for children.
The great Easter candy heist
Over a quarter (27%) have raced their kids to find Easter eggs, with nearly one in five (18%) confessing to cheating, and 17% admitting they’ve even intentionally spoiled the Easter Bunny for a child.
A third of adults (34%) plan to buy candy in bulk to stash for themselves or to create a separate adult Easter basket. While 56% can’t wait to start indulging before the holiday arrives, nearly two-thirds (64%) take advantage of post-Easter sales to stock up even more.
Easter candy consumption confessions
Dark chocolate treats (46%), peanut butter candy (48%), and chocolate eggs (44%) top adults' Easter basket wish lists — and 52% admit Easter candy tastes better than Halloween candy.
The celebration doesn't stop on Sunday: 64% plan to buy candy on sale the day after Easter, 59% say their haul lasts the full week, and 41% admit to taking Easter Monday off work
While 57% follow the near-universal rule of ears first, a defiant 6% start at the feet — proof that even chocolate bunny consumption is not without its rebels
"Last year we confirmed that 'Adultoween' had evolved from an emerging trend into a full cultural movement and now we're seeing that same energy carries through to Easter," said Chad Stubbs, Chief Marketing Officer, Ferrero North America. "Adults aren't just participating in holiday traditions anymore. They're competing in the egg hunt, building their own baskets, and laying claim to the candy. What's clear across every holiday we've studied is that adults have fully reclaimed their right to celebrate, indulge, and yes, occasionally raid the kids' stash. At Ferrero, we think that's something worth celebrating."
Survey Methodology
Findings are from a study conducted on behalf of Ferrero by Golin in partnership with Dynata (an independent research firm formerly Research Now/SSI), among 1,000 respondents in the United States and Canada from January 13-27, 2026.
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