Childhood nostalgia, egg hunts, magical window displays… For French master chocolatiers, Easter is much more than a festive occasion; it is a crucial time of year, as strategic as it is delicious. But behind the praline rabbits and nougatine eggs lies an increasingly tense economic reality.
A true showcase of artisanal excellence, Easter is a time when brand image is as important as the cocoa paste itself. Monumental sculptures, themed eggs, signature recipes: artisan chocolatiers and major chocolate makers compete with each other in boldness and inventiveness to stand out from the crowd.
But this extravagance of creativity comes at a price at a time when cocoa is becoming a luxury product. Harvests have been particularly poor in Côte d’Ivoire and Ghana, two countries that account for two-thirds of the world’s cocoa bean production.
Not to mention that producing these unique pieces requires time, skilled labor, and high-quality raw materials—a luxury that is increasingly difficult to afford.
Easter is therefore no longer just a sweet celebration, it is a symbol of artisanal resilience. In a world saturated with standardized products, handmade, authentic, and committed chocolate deserves our support. Because behind every decorated egg lies a silent battle: that of quality against quantity, craftsmanship against assembly lines, passion against pressure.
Up to 20% of annual turnover
In 2024, sales made at Easter are expected to reach €331 million, and those made in December €711 million, according to a study by BPI France.
In workshops and shops across France, bells ring out mainly as a business alert. Indeed, the Easter period accounts for between 15 and 20% of annual turnover for many artisan chocolate makers. “It’s a season where everything is decided in a few weeks. We focus all our creativity, stock, communication, everything,” says a Parisian master chocolatier.
According to the chocolate union, in 2023, the French consumed more than 15,000 tons of chocolate for Easter, representing a market estimated at more than $325 million.
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Featured photo: © Rodion Kutsaiev/Unsplash+
