New research from international relief and development agency, World Vision, reveals that 52 per cent of the UK population, that's 25 million people, admit that buying Easter eggs is a waste of money - yet we will spend a massive £431 million on Easter presents this year.

A quarter of people (25 per cent) also admit they will be spending cash on unwanted presents and chocolate eggs for friends and family, meaning collectively we will knowingly give unwanted gifts in excess of £132 million this Easter.

The independent research of more than 1,900 UK adults was commissioned by the agency to coincide with the launch of the Alternative Gifts Spring catalogue from World Vision. The charity is encouraging people across the UK to consider buying their friends and family a unique gift that will not be wasted, reminding people that Easter is about more than chocolate. Each item purchased from the catalogue will go on to make a life-changing difference to real families and communities living in poverty around the world.

The Alternative Gifts Spring Catalogue includes Easter themed gifts, such as: 20 chicks for farming communities in Sri Lanka (£14); seeds, tools and training for families in Zambia helping them set up a sustainable farming business (£24); and a cradle for a newborn baby to be used in a new health centre in Makoka, Zambia (£31).

Other interesting findings from the research include:

A quarter of the population (25 per cent) admitting to receiving so many Easter eggs that they won't be able to eat them all.

Asked what respondents most associate with Easter, nearly half (47.3 per cent) said chocolate eggs, and only a quarter (25%) said Christianity.

This Easter, World Vision is asking people to think twice before buying friends and families Easter eggs they don't want and instead consider purchasing them an Alternative Gift to make a lasting, real and tangible difference to poor communities in developing countries. The 85 original and imaginative gifts in the on-line catalogue are priced from £5 to £5,761 and directly benefit 34 of World Vision's community projects across 16 developing countries in Asia, Eastern Europe, Africa and South America.

When you have chosen your gift either online or over the phone, you can then choose from a wide range of specially designed seasonal cards or can tailor a card and add your own message, which will be delivered to the person you have bought it for in the UK. The card will then explain how the gift you have bought for them will change the life of a family, community or child in a developing country.

All of World Vision's Alternative Gifts have been requested by communities in the almost 100 developing countries where World Vision works, so every gift is guaranteed to be wanted.

David Thompson, Marketing Manager at World Vision, said: "It's shocking to think that people will be spending up to £431 million on gifts for Easter this year, yet half the population don't even believe that Easter eggs are worthwhile. At World Vision, we're urging people in the UK to buy gifts for their friends and family from our Alternative Gift catalogue this Easter and help make a lasting change to people's lives in developing communities."

World Vision Alternative Gifts are available online via www.worldvisoin.org.uk/gifts