Are Peeps the Most Hated Easter Candy?

Americans have historically spent billions on Easter candy, and this year isn't expected to be any different. In just a few weeks, Easter baskets across the nation will be brimming with chocolates, jelly beans, and a certain brand of marshmallow candies beloved by some, but not all.

For almost 70 years, Peeps — those instantly recognizable marshmallow chicks and bunnies covered in sparkly sugar — have been an Easter basket mainstay. Candy company Just Born makes two billion Peeps each year at their Pennsylvania headquarters in preparation for Easter. That's over five million individual Peeps produced daily.

But these marshmallow candies are as divisive as they are ubiquitous. FinanceBuzz asked 1,000 U.S. adults to tell us their feelings about Peeps, rank their favorite Peeps flavors, and share what candies they hope make it into their Easter baskets this year.

Key findings

• Americans are divided on Peeps marshmallow candies: 25% love them, while 16% hate them. Everyone else falls somewhere in the middle of the love-hate spectrum.
• Peeps don't rank among the top three favorite Easter candies — that honor goes to Reese's peanut butter eggs (24%), Cadbury Creme Eggs (16%), and Chocolate bunnies (13%).
• Ever wonder what would happen if you microwave a Peep? You're not alone — almost one in three Americans have tried it.

Peeps: Love 'em or hate 'em?

Peeps were first introduced in 1953. Since then, these soft, sugary sweets have been found front and center in stores every year, ready for Easter baskets across the country.

Even if the typical shopper is not a candy enthusiast, they've likely tried a Peep at least once. Only 2% of our survey respondents never tried a Peep, while only 3% said they have no clue what Peeps are.

Peeps are a divisive candy — people either love them or can't stand them. When asked to rate their feelings about Peeps on a scale of 1 to 10, 25% of people gave Peeps a perfect "10" out of 10 rating. Conversely, 16% gave them a "0" rating, corresponding to "Ick, I hate them!"

Which Peeps flavor does America like best?

Peeps lovers are faced with a dilemma when buying the treats: chicks or bunnies? As it turns out, bunnies beat out chicks as America's favorite Peeps shape — 57% of those surveyed prefer bunnies, while 43% prefer chicks.

A true Peeps lover knows Peeps don't just come in their original flavor. Peeps come in a variety of crazy flavors, from birthday cake to sour watermelon. For 2026, Just Born introduced three new flavors for Easter, including a pair of collaborations with major names in the snack world:

• PEEPS® Pop-Tarts™ Frosted Strawberry Flavored Marshmallow Chicks
• PEEPS® SUNNYD® Flavored Marshmallow Chicks (Available only at Target)
• PEEPS® Chili Lime Mango Flavored Marshmallow Chicks (Available only at Kroger)

These new members of the lineup join beloved and unique varieties such as Classic PEEPS® Marshmallow Chicks and Bunnies, Peeps® Dr Pepper® Flavored Marshmallow Chicks, Peeps® jelly beans, and more.

So which flavors of Peeps are people most excited about?

Survey respondents were given seven different categories of Peeps flavors and, in each category, asked to choose the flavor they are most excited for. Then the winners of each category were pitted against one another. We asked each respondent to pick an ultimate winner from their category winners.

All told, nearly two dozen Peeps products were whittled down to the three people liked most.

Taking the top spot is a variation on the original marshmallow treat: Chocolate Covered Marshmallow Chicks were chosen as the most desired option by the highest percentage of respondents. Peeps Flavored Jelly Beans came in second, while Chocolate Pudding Bunnies captured the bronze.

Peeps in the wild (and in the microwave!)

While Peeps are obviously meant for eating, their role as a festive treat is not the only reason people love them. The marshmallows have carved out a niche as a source of experimentation for the young and the young at heart.

One of the most popular Peeps experiments is also one of the simplest. Our survey found that nearly one-third of people — 32% — have microwaved a Peep to see what happens.

If you've never microwaved a Peep, take a "peep" here at what happens when you do:

America's other favorite Easter treats

Peeps are some of the most controversial holiday treats on the market, and while holiday candy prices are on the rise, for many it just wouldn't feel the same to celebrate without their favorite sweet treat. For those who aren't on the Peeps bandwagon, there are still plenty of other delicious Easter treats to choose from. Before buying any, take a look at our study on how the prices of fan-favorite Easter candies have changed over the years.

By far, the most popular Easter treat is Reese's Milk Chocolate Peanut Butter Eggs — 24% named the peanut butter-and-chocolate treats as their favorite Easter candy. Interestingly enough, Reese's eggs have been around almost as long as Peeps. They were introduced in 1967, 14 years after the invention of Peeps.

Following Reese's eggs are Cadbury Creme Eggs (16%) and chocolate bunnies (13%). Peeps were the sixth favorite, behind jelly beans and Easter-themed M&Ms. So while Peeps may be an iconic Easter treat, it might be a good idea to stock your Easter baskets with more top-ranked chocolate treats unless you're certain the basket recipient is a true Peeps fanatic.

How to save on your Easter goodies

Regardless of whether you're planning to include Peeps in your Easter festivities, there are ways to celebrate that fit any budget:

• Get rewarded for shopping. Planning an Easter Sunday brunch? Make your wallet work for you, and use one of the best credit cards for buying groceries to earn cash back or other rewards when you shop.
• Use a top-rated cash back card. The Bank of America^® Customized Cash Rewards credit card is a great option to use as you stock up on all your Easter necessities. You can find more options on our list of the best cash back credit cards.
• Make space for it in your budget. While Easter candy may not be the most significant line item, it could prove expensive depending on how many baskets you hope to fill. Use one of the best budgeting apps to find other ways you could cut costs this spring.

Methodology

FinanceBuzz surveyed 1,000 U.S. adults ages 18 or older, who comprise a nationally representative sample, on March 7, 2022. The list of new Peeps products for Easter 2026 was updated March 4, 2026.

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