Aussies expected to buy 70 million Coles Hot Cross Buns by Easter Sunday Victoria’s crowned Hot Cross Bun capital, consuming the most buns and claiming top selling store
April 16, 2025 -- As Australians prepare to head to the polls, Coles customers have already cast their votes in a different kind of election – picking the best Hot Cross Bun in the country!
In a recent poll run by Coles1, shoppers voted for their favourite type of Hot Cross Bun, and with a variety of more than ten flavours to choose from, the results are in, and the nation has spoken.
The survey revealed Aussies are traditionalists at heart, with shoppers crowning Traditional Fruit as their favourite Hot Cross Bun flavour, followed closely by Apple and Cinnamon, and Chocolate Chip in second and third place, respectively.
By the time this Easter season ends, Coles is expecting to sell close to 70 million units of Coles Hot Cross Buns nationally –almost two and a half buns per capita. And in line with the popular vote, Traditional Fruit saw the strongest demand at the checkout as well, with approximately 40 per cent of all Hot Cross Buns sales during this season attributed to those including Fruit (Traditional Fruit 6pk, Traditional Fruit Mini 9pk, and Coles Finest Luxurious Fruit 4pk).
Coles General Manager Commercial, Bakery, Dairy & Frozen, Brad Gorman, believes such a strong response to Hot Cross Buns this season is driven by innovation and quality, with Coles being awarded first place in both “Best Traditional Hot Cross Bun” and “Best Chocolate Hot Cross Bun” categories in a recent blind test conducted by experts of consumer advocacy group CHOICE2.
In brief
Coles says its customer poll named Traditional Fruit the country’s favourite hot cross bun flavour, with Apple and Cinnamon and Chocolate Chip next. The company expects to sell close to 70 million hot cross buns nationally by Easter Sunday and says fruit varieties account for about 40 per cent of seasonal sales. Coles also reports that Victoria is expected to lead state sales, with close to 19 million buns, and that its Waurn Ponds bakery is the country’s top-selling store for the product. The company points to recent CHOICE blind-test awards for its traditional and chocolate buns, and highlights limited-edition varieties developed with Arnott’s. The poll ran from March 18 to March 24, 2025, and included 3,391 Coles customers, according to the release.
Key takeaways
- Traditional Fruit was the top choice in a Coles customer poll, ahead of Apple and Cinnamon and Chocolate Chip.
- Coles expects national sales to approach 70 million hot cross buns by Easter Sunday.
- The company says Victoria will lead state sales, while its Waurn Ponds bakery is the top-selling store.
- Coles says fruit varieties represent approximately 40 per cent of hot cross bun sales this season.
“Over the past years we’ve surprised customers with exciting new flavours, like our most recent creation with Arnott’s – the Wagon Wheel inspired edition and last years’ Iced VoVo inspired edition, both of which have seen tremendous success, frequently selling out in stores across the country.
“It's wonderful to see so many people enjoying our wide range, and we are proud to be a part of our customers' Easter celebrations," he said.
Leading states and stores
Victorians will claim the title of Hot Cross Bun capital for another year in 2025, as Coles is expecting the state to consume close to 19 million buns by the end of Easter celebrations. Additionally, Victoria is also the state with the top Hot Cross Bun selling store in Australia, with the Coles Bakery in Waurn Ponds selling close to 24,000 packs in the period.
Coles’ Bakery Manager in Waurn Ponds Darcy Wall said the store’s busiest day will be Easter Thursday where the team is ready to deliver up to 20,000 individual buns (the most in a single day). He shared the recipe to his team’s success during Easter. "Without doubt the secret ingredients to our store's success are care and teamwork. Our bakery team take great pride in delivering high-quality Hot Cross Buns that our customers love. Knowing that our buns are enjoyed by so many people is truly rewarding, and it motivates us to keep baking to the highest standard,” he said.
When divided per population by each state in the country, West Australians lead the Hot Cross Buns consumption tally this year, with almost 3.5 buns eaten per person.
- Western Australia: 4012 buns per person
- Queensland: 1602 buns per person
- South Australia and Northern Territory: 1432 buns per person
- Victoria: 8436 buns per person
- Tasmania: 6854 buns per person
- New South Wales and ACT:7384 buns per person
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Coles Media Line (03) 9829 5250 or [email protected] or [email protected]
1 Coles Circle poll between 18 March and 24 March 2025, sample size 3,391 Coles customers across Australia
2 Which Hot Cross Buns taste best?: CHOICE – March 2025
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At a glance
- Company
- Coles
- Location
- Australia
Key figures
- Expected national hot cross bun sales
- close to 70 million units
- Share of seasonal sales attributed to fruit varieties
- approximately 40 per cent
- Expected Victoria sales
- close to 19 million buns
- Waurn Ponds store sales
- close to 24,000 packs
- Maximum Easter Thursday output at Waurn Ponds
- up to 20,000 individual buns
- Coles customer poll sample
- 3,391
People
- Brad GormanColes General Manager Commercial, Bakery, Dairy & Frozen
- Darcy WallColes Bakery Manager in Waurn Ponds
Products and programs
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- Take a ride into flavour country with Coles’ new, limited-edition Arnott’s Wagon Wheels inspired hot cross buns
- Coles’ hot cross buns return with a sweet mission
