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  • Average Brit polishes off at least one entire egg a WEEK before, and women are the biggest culprits 
  • Some even confess to cracking it directly onto their heads to get into it as quickly as possible 
  • One in ten admit they start tucking into Easter eggs over a MONTH before Easter Sunday 

Chocoholic Brits are a nation of impatient Easter egg-eaters – with almost half of shoppers saying they have scoffed an Easter egg they bought to give to someone else (43%), and over a third (37%) admitting to being unable to resist temptation and tucking in as soon as possible. 

That’s according to new research by supermarket Aldi*, which reveals women are the biggest culprits, typically taking a crack at an Easter egg an entire week before the big day. 

And, one in ten (11%) admit they start tucking into Easter Eggs over a MONTH before Easter Sunday, with a quarter of the UK planning on eating at least four. 7% even admitted to hiding their Easter eggs from family members.  

The new study by Aldi also reveals further insight into the UK’s etiquette when it comes to consuming their beloved Easter eggs, including the age-old debate of where to store your chocolate – cupboard or fridge. A quarter of Easter egg-eaters store theirs in the fridge, with people from Armagh, Northern Ireland (50%), Hereford (38%), Derry (33%), Inverness (29%) and Chester (29%) being the most likely to keep them cool.  

Some other findings include:  

  • A quarter (27%) impatiently smash their egg to pieces the second they get their hands on it  
  • Some (4%) even confess to cracking it directly onto their heads to get into it as quickly as possible 
  • One hungry respondent claimed they make no attempt to wait for their eggs by “putting it in my mouth whole” 
  • Some shoppers show a little more patience in their etiquette with 12% splitting their Easter offerings neatly in half, whilst 17% start with a small bite from the top  
  • A third of us can’t resist chocolate temptation ahead of Easter weekend 

Julie Ashfield, Managing Director of Buying at Aldi UK, said: “They say Easter is coming early this year, and that’s certainly the case with our shoppers, with millions of eggs already flying off the shelves. 

Exceptionally delicious products need not come with a high price tag, and this year our award-winning Easter chocolate range is Aldi’s biggest and most exciting yet.” 

Aldi has unveiled an array of Easter egg showstoppers for this year, with prices starting from just 99p. From innovative new additions such as the NEW Giant Galeggsy Egg epic in both size and flavour, to the egg-cellently smashable NEW Dairyfine PiñataEgg. Aldi has a chocolate creation to satisfy every sweet tooth and budget this Easter, no matter how you eat yours.   

Aldi shoppers can pick up Easter eggs in stores and via Click & Collect now.  


Notes to editors:   

*Mortar Research polled 3,283 Easter egg eating Brits between 15th-19th February 2024 as part of Aldi’s Easter Egg research.  

All participants were based in the UK. 

Research methodology was in line with MRS and GDPR guidelines.  

For more information, please contact the Aldi Press Office on:
T: 0207 479 0910 or