Every spring, parents and kids alike face the same seasonal debate: Peeps. Those iconic marshmallow chicks (and bunnies!) have become more than just a candy, they’re a tradition, a ritual, and for some, a polarizing topic at the Easter table.
New research from Curion, a leading U.S. consumer insights company, reveals exactly why Peeps continue to endure in homes across the country. In surveys of thousands of Americans, nearly half reported positive feelings toward Peeps, while a smaller—but vocal—segment admitted to disliking or even hating them. Lauren Dooley-Brand, Curion’s senior director of strategic product insights, notes, “Having passionate advocates on both sides keeps the brand in the cultural conversation year after year.”
For many families, Peeps aren’t just a sweet treat, they’re a cherished tradition. Curion found that nearly a third of consumers purchase Peeps for holiday rituals, while another 28 percent buy them as gifts or basket fillers. Nostalgia plays a role too, with 23 percent saying Peeps remind them of childhood celebrations.
Parents will be glad to know there’s no one “right” way to enjoy them. While most eat Peeps straight from the package, some families get creative—letting them harden, roasting them like marshmallows, adding them to s’mores, or even microwaving them for a gooey treat.
Curion’s research also uncovered why Peeps can be so polarizing: their soft, airy texture is a hit, but some find the sweetness overpowering and the vanilla flavor subtle. Still, this unique combination has helped Peeps carve out a special place among seasonal treats, giving families something fun—and sometimes funny—to debate each spring.
Whether you love them, hate them, or just indulge for the nostalgia, Peeps are likely to remain a staple of Easter celebrations for years to come.
