Ten to fourteen year olds will munch their way through an average of more than of two and a half kilos of chocolate each over the Easter Holiday, taking in nearly 13000 calories and 650 grams of fat – according to new research.The survey, by the mystery shopping and business intelligence specialists, Retail Active, says a typical 200gm Easter egg has 990 calories and 50 grams of fat – and youngsters eat an average of 13 of them – many in a chocolate-fuelled orgy first thing on Easter Sunday.
Retail Active’s managing director, Julian Chamberlain said: “We polled a sample of 2000 people and discovered that youngsters can receive as many as 13 Easter eggs each. Families with two adults in their forties and two children under 14 could have an amazing cumulative total of 30 Easter eggs in the household over the holiday.
“Seventy seven per cent of adults allow their children to tuck into their Easter egg binge first thing on Easter morning – before having any breakfast or even a drink.
“Only three per cent of the people polled said they look at the nutritional content of Easter eggs and this means that they may be unaware of the huge calorie and fat intake. The typical ten to fourteen year old will eat 2.6 kilos of chocolate, that’s 12,870 calories and 650 grams of fat.
“Seventy four per cent of parents and carers said their children eat at least three quarters of all the chocolate they receive before the end of the bank holiday.
“Only 26 per cent said they ration the chocolate over a longer period.
“Easter has a dramatic effect on dieters too – with seventy per cent saying they will suspend their regime to enjoy the seasonal chocolate fest.”
According to the findings the peak age for Easter eggs consumption is 10 to 14, with youngsters consuming an average of 13 each. Next is the 15 to 19 age group, weighing in with 11 each.
The 40 to 59 year olds and the over 75’s have the lowest consumption with an average of just one.
The poll discovered that just over half of adults treat Easter in a similar way to Christmas.
Julian Chamberlain said: “It’s a big family occasion, with the Easter Bunny playing a central role in the festivities for children of nine and under.
“Seven out of ten parents have adopted the American tradition of holding a “hunt the Easter Egg” events for their children.
“An overwhelming 88 per cent of consumers said attractive packaging was more important than nutritional content – even though they were aware that eating chocolate to excess may be bad for them.”
