Easter is the ultimate season for those of us who live for the combination of bright pastel aesthetics and high-quality chocolate. For decades, the holiday has been defined by hollow milk chocolate rabbits and the satisfying crunch of sugar-coated malted eggs. However, recent data suggests that American taste buds are shifting toward a salty-sweet icon that does not even require a seasonal shape to win our hearts.
According to the latest delivery data from DoorDash, the most popular Easter candy in America is none other than Reese’s Pieces. It is a bit of a shocker for traditionalists who expect a themed shape to take the top spot. While these tiny peanut butter delights do not sport the usual spring lavender or mint green, their popularity during the holiday is skyrocketing.
Why Reese’s Pieces Own the Season
So, how did a candy mostly associated with movie theaters and E.T. become an Easter powerhouse? The answer likely lies in the logistics of the Great American Egg Hunt.
Reese’s Pieces are the perfect size for stuffing into plastic eggs. You can fit a generous handful into a single shell, giving you much more “bang for your buck” than a single large chocolate coin or a chunky marshmallow chick. Furthermore, the brand has leaned into the season by offering “carrot-shaped” bags filled with orange candies, making them a whimsical addition to any basket.
The Leaderboard of Sweets
The rest of the top ten list offers a fascinating look at our collective sugar cravings. Interestingly, the classic Reese’s Peanut Butter Bunny—a seasonal staple for many—only landed in seventh place. It seems the convenience of the “Pieces” format is currently outperforming the charm of the holiday novelty shapes.
Here is a look at the heavy hitters filling baskets this year:
Reese’s Pieces (The undisputed champion)
Reese’s Pieces (The undisputed champion)
Palmer Double Crisp Lil’ Crispy Bunny
Palmer Double Crisp Lil’ Crispy Bunny
M&M’s Easter Bunny Cane
M&M’s Easter Bunny Cane
Lindt Gold Bunny (A milk chocolate classic)
Lindt Gold Bunny (A milk chocolate classic)
Hershey’s Hershey-ets
Hershey’s Hershey-ets
Oreo Chocolate Sandwich Cookies (Easter Egg edition)
Oreo Chocolate Sandwich Cookies (Easter Egg edition)
Reese’s Peanut Butter Bunny
Reese’s Peanut Butter Bunny
Russell Stover Solid Bunny
Russell Stover Solid Bunny
Reese’s Peanut Butter Cream Egg
Reese’s Peanut Butter Cream Egg
M&M’s Pastel Milk Chocolate
M&M’s Pastel Milk Chocolate
Fascinating Regional Favorites
The data also unearthed some quirky regional preferences that prove candy love is a local affair. While the nation at large goes for peanut butter, New Mexico stands out as the only state where the sophisticated Lindt Dark Chocolate Gold Bunny is the top choice.
Meanwhile, Iowa has developed a mysterious obsession with Dr. Pepper-flavored Peeps. It is a bold flavor profile that has left many wondering how the Texas-born soda found its spiritual home in the Midwest during the spring. And for those who prefer the classics? Yellow remains the most popular color for traditional Peeps across the board.
Tips for Building the Ultimate Basket
If you are looking to win Easter this year, take a page out of the national playbook. Mix those high-volume “fillers” like Reese’s Pieces with a few show-stopping solid chocolate bunnies.
For a textured experience, pair the crunch of the M&M’s or Hershey-ets with the creamy center of a Russell Stover or Lindt treat. If you want to be the hero of the neighborhood egg hunt, stick to the bite-sized favorites that rattle perfectly inside a plastic egg.
Whether you are a die-hard fan of the peanut butter crunch or you prefer the slow melt of a dark chocolate rabbit, there has never been a better time to be a candy lover. The shelves are stocked, the data is in, and the sugar rush is officially calling.
