• 52% of parents confess to eating Easter eggs meant for their children, cracking approximately 10 days before the big day (26th March)

• Nationally, eating and replacing eggs could be costing families £436 million

• Aldi is launching an Easter Egg Lock Box to help families resist temptation this Easter

• Research also reveals Brits are set to purchase 381.5 million Easter Eggs this year, spending an estimated £3.21 billion

Aldi is helping chocoholic parents resist temptation after research revealed more than half (52%) admit to eating Easter eggs they bought for their children before Easter Sunday, then having to replace them in secret.

New research of 2,000 Brits reveals that guilty parents don’t just do it once. On average, they cave three times, repurchasing eggs twice after giving in to temptation.

With shoppers spending an average of £7.69 per egg, those ‘little nibbles’ quickly add up. Nationally, parents eating and replacing eggs could be costing families an estimated £436 million every year.

Self-control doesn’t last long in most households. On average, the first egg is eaten around 10 days before Easter Sunday, while one in five (21%) can’t even wait that long, cracking eggs open two to three weeks before.

And some parents are repeat offenders: 22% say they’ve eaten their child’s egg three or four times, while 11% confess to doing it five times or more. A whopping 45% admit they’ve bought a ‘back-up’ egg simply because they didn’t trust themselves not to eat the originals.

The aftermath isn’t always smooth. Among those who raided their child’s stash, 54% quietly replaced the egg before it was noticed, 11% caused a full-blown meltdown, and one in ten even blamed the Easter Bunny for forgetting.

And the reason behind the impulsive behaviour? More than half of Brits (52%) insist Easter egg chocolate tastes better than standard bars. Half (50%) say it’s the thin, satisfying crack of the shell, while for 43%, eggs inspire childhood nostalgia. One in five adults (22%) claim they wanted to ‘taste test’ the chocolate before gifting it to their children.

In response to the nation’s chocolate confessions, Aldi has unveiled a limited-edition Easter Egg Lock Box — a display-ready case with a combination lock to keep treats safe until Easter Sunday. Playful egg illustrations and the ‘to be unlocked on Easter Sunday’ message add a fun countdown twist.

Lucky shoppers can win a free box by entering the competition on Aldi’s Facebook page. The giveaway is open from 10th March until 17th March, with full details and T&Cs on the Aldi website.

Julie Ashfield, Chief Commercial Officer at Aldi UK, said: “Easter is a time for family, fun, and chocolate, but our research shows that many parents can’t resist eating their children’s treats and have to buy replacements. Our Easter Egg Lock Box provides a fun, light-hearted solution to protecting Easter egg stashes.”

The Aldi research also reveals:

• Brits are set to purchase a total of 382 million Easter eggs, spending £3.21 billion

• On average, the first Easter egg is eaten as early as 10:32am, with 13% of Brits cracking into theirs even earlier

• Easter Egg hunts are still very much a household tradition, with almost half (46%) claiming it is their favourite Easter tradition

Aldi’s budget-friendly Easter egg range is available in stores now with prices starting at just 99p including the NEW Choceur Disco Ball Egg (£3.99, 200g), NEW Specially Selected White Chocolate, Strawberry & Granola Egg (£4.99, 170g), Specially Selected Milk Chocolate Baby Bunny (99p, 50g), NEW Choceur Jammy Wheel Biscuit Egg (£8.99, 325g) and NEW Moser Roth Pistachio Layer Egg (£9.99, 240g).

To find out how to get an Easter Egg Lock Box and for full T&Cs, visit aldi.co.uk

-ENDS-

For further information, images or to request a sample, please contact the Aldi press team on: alditeam@clarioncomms.co.uk

020 7479 0910

www.facebook.com/AldiUK

www.twitter.com/AldiUK

http://www.instagram.com/AldiUk

Please contact the Aldi team at Clarion to confirm product details and availability prior to print.

Notes to editors:

*Consumer research conducted by OnePoll on behalf of Aldi. Total sample size: 2,000 UK adults. Fieldwork was carried out between 23rd February-2nd March 2026. The survey was conducted online and is nationally representative.

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