Easter Egg Shrinkflation Hits Hard as Prices Soar and Sizes Shrink
Consumers are facing a double blow this Easter season as shrinkflation takes a significant bite out of chocolate eggs. Research from consumer champion Which? reveals that popular branded Easter eggs have experienced price increases exceeding 40% in some instances, while simultaneously shrinking in size. This troubling trend means shoppers are paying more money for less product during what should be a festive celebration.
Supermarket Price Comparisons Reveal Stark Increases
Detailed analysis across major UK supermarkets shows concerning patterns. At Asda, the Galaxy milk chocolate extra large Easter egg now costs £5.97 for 210g, compared to £4.98 for a 252g egg last year. This represents a substantial 44% increase in price per 100g. Tesco is selling the identical egg at £7, marking a £1 increase from the previous year's price.
Further examples illustrate the widespread nature of this issue. The M&M's Crispy Easter egg at Asda has reduced from 192g to 156g this year while increasing in price by 49p to £3.97, resulting in a 40% price hike per gram. At Tesco, a Maltesers milk chocolate Easter egg has slimmed down from 231g to 194g but increased from £6 to £7, creating a 39% rise in unit price per 100g.
Morrisons demonstrates similar trends with a Cadbury Mini Eggs milk chocolate Easter egg moving from £4 for 193.5g last year to £5 for 181g this year, making it 34% more expensive per 100g. Even premium products like the Toblerone The Edgy Egg milk chocolate Easter egg with truffles have been affected, increasing from £14 for 298g last year to £15 for 256g this year, representing a 25% price increase per 100g.
Cocoa Supply Issues Drive Chocolate Cost Increases
The root cause of these price pressures traces back to West Africa, where poor harvests in Ghana and Côte d'Ivoire have significantly impacted global cocoa supplies. These two nations collectively produce more than half of the world's cocoa beans, making their harvest challenges particularly consequential for chocolate manufacturers worldwide.
While cocoa prices have retreated from their peak of over £9,000 per tonne at the end of 2024 to approximately £2,000 per tonne currently, the period between January 2024 and January 2026 saw cocoa costs consistently running at least double current levels. This sustained period of elevated prices has created lasting impacts throughout the chocolate supply chain.
Industry Response and Consumer Advice
Confectionery companies acknowledge they have absorbed some of the cocoa price increases, but the magnitude of the cost pressures has inevitably resulted in higher retail prices. A spokesperson for Mars Wrigley, which owns Galaxy, M&Ms, and Maltesers brands, explained: "We always aim to absorb rising costs wherever possible. However, ongoing pressures, including the well-documented rises in the cost of cocoa, mean we have had to make carefully considered changes. As with all our products, final pricing remains at the discretion of individual retailers."
Reena Sewraz, senior money and retail editor at Which?, expressed disappointment at the situation: "It's disappointing to see Easter treats aren't safe from shrinkflation. Manufacturers are quietly giving shoppers less for more, so it's no wonder people feel cheated." She offered practical advice for consumers: "To ensure you're getting a fair deal, always check the 'price per 100g' on the shelf-edge label rather than just the headline price. This is the only way to accurately compare different brands and sizes."
Supermarket Perspective and Broader Context
A Tesco spokesperson offered a different perspective on the pricing situation: "The prices quoted by Which? do not reflect the prices that the great majority of customers will pay for Easter eggs at Tesco. Four of the five products Which? highlighted are currently on Clubcard Price deals, with the Galaxy Milk Chocolate Easter Egg and the Maltesers Milk Chocolate Egg both currently half price at just £3.50."
Which? tracks approximately 25,000 products across major supermarkets, providing comprehensive data on pricing trends. Their research shows that while overall food and drink inflation slowed to 3.9% in February, chocolate costs have increased by 9.7%, driven primarily by ongoing global supply challenges. This disparity highlights how specific commodity issues can create disproportionate impacts on particular product categories, with chocolate being particularly vulnerable due to its dependence on West African cocoa production.
