While a significant majority of the United States leans toward chocolate during the spring season, New Yorkers have a distinct preference for the neon-colored marshmallow. In a breakdown of regional tastes, it appears the Empire State is bucking the national trend, favoring the chewy, chick-shaped treats over the traditional chocolate creme egg.
Recent sales data indicates that New York’s favorite Easter candy is the Peep, placing the state in a minority group of consumers who prefer marshmallow over chocolate. This preference aligns New York with a specific cluster of states, largely across the Sun Belt and the West Coast, creating a sharp geographic divide in how Americans celebrate the holiday through confectionery.
The findings come from an analysis of sales data provided by Target, which tracked consumer behavior across every state and the District of Columbia. The data, collected between March 16 and April 20, 2025, reveals a clear national preference: 61% of the U.S. Population prefers Cadbury Creme Eggs over Peeps.
This divide is not merely a matter of taste but of geography. The “chocolate camp” is dominated by 30 states, with a heavy concentration across the Midwest and the District of Columbia. Meanwhile, the “marshmallow camp” consists of 20 states, including New York, California, Florida, and Texas.
The Great Confectionery Divide
The tension between the Cadbury Creme Egg and the Peep represents more than just a choice of flavor; It’s a clash of textures and traditions. Cadbury, a brand with deep British roots, offers a rich, fondant-filled chocolate experience that has historically dominated the American Midwest. In contrast, Peeps—produced by the Just Born company based in Bethlehem, Pennsylvania—leverages a nostalgic, sugary appeal that resonates strongly in the Northeast and the Sun Belt.
The fact that New York falls into the Peeps category may be influenced by regional proximity to the manufacturer’s Pennsylvania headquarters, though the data shows the preference extends far beyond the Mid-Atlantic, stretching all the way to Washington and Hawaii.
For many consumers, these seasonal treats are less about the flavor and more about the ritual. The arrival of these specific candies on store shelves often serves as the first tangible signal that spring has arrived, triggering a surge in “seasonal shopping” behaviors that retailers track closely to optimize their inventory.
State-by-State Preferences
The distribution of candy preferences suggests a cultural split in the American palate. While the Midwest remains a fortress for Cadbury, the coasts and the South show a higher affinity for the marshmallow chick. This regionalism is a common phenomenon in American consumer data, where “taste clusters” often form around historical distribution networks or local cultural trends.
| Candy Preference | Number of States | Key Regions | Notable States |
|---|---|---|---|
| Cadbury Creme Eggs | 30 (+ DC) | Midwest, New England | Illinois, Ohio, Maine |
| Peeps | 20 | West Coast, Sun Belt, NY | California, Texas, New York |
For those in the Peeps-preferring states, the appeal often lies in the variety and the visual nature of the candy. Unlike the singular experience of a chocolate egg, Peeps have expanded their portfolio to include a wide array of colors and, more recently, experimental flavors designed to capture a younger, more adventurous demographic.
Expanding the Palate: New Flavors and Retail Exclusives
To maintain its edge in competitive markets like New York, the Peeps brand has moved beyond the traditional sugar-sweet marshmallow. In January, the company introduced three new flavored marshmallow chicks, signaling a shift toward more complex taste profiles.
The new lineup includes a Pop-Tarts Frosted Strawberry flavor, aimed at cross-brand nostalgia. Still, the most striking additions are the Chili Lime Mango and SunnyD flavors. To drive foot traffic to specific retailers, these flavors were released as exclusives: the Chili Lime Mango chicks are available only at Kroger, while the SunnyD flavor is sold exclusively at Target.
This strategy of “retail exclusivity” is a growing trend in the confectionery industry. By limiting specific flavors to one store, brands can create a sense of urgency and exclusivity, encouraging consumers to visit a specific retailer to complete their holiday shopping list.
The Logistics of the Easter Rush
As the holiday approaches, the battle for the checkout counter intensifies. Retailers often use aggressive pricing strategies to move high volumes of seasonal inventory before the holiday passes, at which point the value of these items drops precipitously.
Target has implemented a tiered discount structure to manage this flow. Through Saturday, March 21, the retailer offered a “buy one, obtain one 50% off” deal on select Easter candies. Following this, starting the week of Sunday, March 22, the promotion shifted to a “buy one, get one 25% off” offer.
These pricing shifts are designed to capture the “early bird” shoppers first and then taper off as the deadline for the holiday arrives, ensuring that shelves are cleared by the time the season ends.
As consumers prepare for the upcoming festivities, the data suggests that while the national appetite may lean toward chocolate, New Yorkers will continue to keep the marshmallow tradition alive. Whether driven by regional loyalty or a preference for the bold colors of the Peep, the Empire State remains a key outlier in the national candy landscape.
Industry analysts will likely monitor the performance of the new flavor exclusives to see if “savory-sweet” combinations like Chili Lime Mango can move the needle in states that traditionally prefer chocolate.
We want to hear from you: does New York’s preference for Peeps match your own household’s tradition, or are you part of the chocolate majority? Share your thoughts in the comments below.
