Retailers Drive Up Easter Egg Prices While Reducing Sizes Leaving UK Buyers Frustrated

British shoppers are feeling the pinch this Easter as supermarkets quietly increase the cost of chocolate while reducing its size, a practice known as “shrinkflation.”

An investigation by consumer group Which? reveals that popular Easter treats from brands like Cadbury, M&Ms, Galaxy, Maltesers, and Toblerone now cost significantly more per gram than last year.

This year, the average price of chocolate in UK stores has jumped 9.7% in just 12 months, more than double the overall food and drink inflation rate of 3.9%.

Consumers are paying more for less chocolate, raising eyebrows and stretching household budgets.

Shrinking Easter Eggs, Rising Prices

The report highlights stark examples of shrinkflation.

At Asda, a Galaxy Milk Chocolate Extra Large Easter Egg dropped from 252g to 210g while the price rose from £4.98 to £5.97, representing a 44% increase per gram.

Tesco mirrored the shrinkage, increasing the same product from £6 to £7, a 40% rise per gram.

Other products fared similarly. M&M’s Crispy Easter Egg increased from £3.48 for 192g to £3.97 for 156g, a 40% jump per gram.

Maltesers Milk Chocolate Easter Egg at Tesco fell from 231g to 194g while its price grew from £6 to £7, a 39% per-gram hike.

Even smaller changes were evident at Morrisons, where the Cadbury Mini Eggs Milk Chocolate Easter Egg rose 34% per gram, and Toblerone’s Edgy Egg increased 25% per gram.

Some products maintained their price but still shrank in size.

Tesco’s Cadbury Dairy Milk and White Shell Egg stayed at £15 but fell from 372g to 360g, a 3% increase per gram.

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At Ocado, a Cadbury Assortment Minis Mix bag jumped from £4.20 to £6.79 while keeping the same weight, a staggering 62% per-gram increase.

Why Chocolate Costs Are Climbing

Retailers and manufacturers point to a severe global cocoa shortage, triggered by poor harvests, plant disease, and ageing trees in West Africa.

These supply issues, combined with high demand and rising energy and transportation costs, have driven prices upward.

Reena Sewraz, Which?’s retail editor, explained: “Manufacturers are quietly giving shoppers less for more, so it’s no wonder people feel cheated.

To get a fair deal, always check the price per 100g rather than just the headline price.”

How Shrinkflation Affects Grocery Inflation

Which? tracks roughly 25,000 products across eight UK supermarkets.

Their analysis shows that premium supermarket own-brand items experienced the highest inflation at 6.7%, budget own-brand items rose 4%, and branded products 2.8%.

Among chains, Waitrose recorded the highest inflation at 4.7%, while Aldi had the lowest at 2.9%.

Retailer Responses

Supermarkets and brands emphasize ongoing efforts to balance quality with rising costs:

• Mars Wrigley (Galaxy, M&Ms, Maltesers) highlighted efforts to absorb costs but cited unavoidable cocoa price increases.
• Morrisons stressed value, personalized offers, and loyalty programs to help customers save.
• Tesco pointed out that Clubcard deals cut prices significantly, with key Easter eggs currently available at half price.
• Sainsbury’s emphasized seasonal promotions, including Aldi Price Match offers and discounts on large Easter products.

Impact and Consequences

Shrinkflation impacts consumers’ purchasing power, leaving shoppers paying more for less while feeling misled by stable or slightly increased price tags.

Families budgeting for Easter treats may find their spending stretched further, particularly as chocolate remains a key seasonal item.

The trend also reflects broader pressures in the global food supply chain, signaling challenges for retailers in balancing affordability, quality, and profitability.

What’s Next?

Shoppers are likely to continue scrutinizing prices per 100g and comparing brands more closely.

Retailers may respond with promotions, loyalty discounts, or maintaining smaller sizes to keep costs manageable.

Awareness campaigns from consumer groups like Which? could also influence buying behavior, encouraging more informed decisions.

Summary

Easter 2026 shows a clear pattern of shrinkflation in chocolate products, with some items up to 44% more expensive per gram than the previous year.

Global cocoa shortages, rising energy costs, and transportation challenges have pushed prices higher, while supermarkets attempt to balance quality and value.

Consumers are advised to check unit prices to avoid overpaying.

Bulleted Takeaways

• Chocolate prices in UK stores rose 9.7% year-on-year, double overall food inflation.
• Major brands like Cadbury, M&Ms, Galaxy, Maltesers, and Toblerone have reduced product sizes while increasing prices.
• Galaxy Easter Eggs at Asda and Tesco saw price-per-gram increases of 44% and 40%, respectively.
• Which? recommends checking price per 100g to ensure genuine value.
• Aldi and Lidl remain the most budget-friendly supermarket options.
• Retailers cite cocoa shortages, high demand, and rising transport/energy costs as main drivers.
• Promotions and loyalty schemes, such as Tesco’s Clubcard Prices, can offset shrinkflation effects.