Easter egg ‘Shrinkflation’ means shoppers paying up to 44% more, Which? finds

Which? supermarket inflation tracker shows that while supermarket food inflation is 3.9%, chocolate prices have surged by 9.7%.
Shrinkflation is widespread in Easter treats, with many products now smaller and more expensive than last year
Across multiple examples, price-per-gram increases ranged from 25% to over 60%, showing a clear “double whammy” of higher prices and reduced product sizes.

Shoppers looking to celebrate Easter with traditional chocolate treats are being hit by a shrinkflation "double whammy" of rising prices and products getting smaller, according to new Which? analysis which found shoppers could be paying more for less this year.

The consumer champion tracks around 25,000 products across eight major UK supermarkets to provide a detailed, year-on-year look at how grocery prices are changing. By comparing average costs across 20 product categories, the analysis reveals specific inflation trends for individual retailers, product ranges, and specific items.

Which?'s supermarket food inflation tracker found that while overall food and drink inflation at the supermarket has slowed to 3.9 per cent, the cost of chocolate - driven by ongoing global supply issues - has surged by 9.7 per cent. Which? also found "Shrinkflation" - where a product reduces in size but maintains or increases its price - has become a prevalent trend in the seasonal aisle.

In one of the most striking examples, Which? found a Galaxy Milk Chocolate Extra Large Easter Egg at Asda, which went from £4.98 for 252g in 2025 to £5.97 for 210g in 2026 - a 44 per cent increase in the price per gram.

Meanwhile, at Tesco, Which? researchers found the same Galaxy Easter egg also shrank but was more expensive - going from £6 last year to £7 this year. While this is a smaller increase in price per gram, shoppers should bear in mind it is still cheaper to buy in Asda.

In another example from Asda, Which? found the M&M's Crispy Easter Egg went from £3.48 for 192g last year to £3.97 for 156g this year, a 40 per cent increase per gram.

In a similar vein, Which? found Maltesers Milk Chocolate Easter Egg at Tesco had not only shrunk in size from 231g to 194g but it had also gone up in price from £6 to £7 - an increase of 39 per cent per gram.

At Morrisons, Which? found Cadbury Mini Eggs Milk Chocolate Easter Egg went from £4 for 193.5g last year to £5 for 181g this year - a price hike of 34 per cent per gram.

Also at Morrisons, the Toblerone The Edgy Egg Milk Chocolate Easter Egg With Truffles was reduced from £14 for 298g last year to £15 for 256g this year - an increase of 25 per cent per gram.

In one case, even while the headline price appeared the same, the amount of chocolate inside had quietly gone down, leaving shoppers effectively paying more for less.

The Cadbury Dairy Milk & White Shell Egg at Tesco, for instance, remained at £15, yet the weight dropped from 372g to 360g. While the change may seem minor, it effectively still means shoppers are paying 3 per cent more per gram.

Some chocolate treats did not shrink, but the price increased significantly. Which? found that, at Ocado, the Cadbury Assortment Minis Mix Easter Egg Sharing Bag 232g went from £4.20 on average in 2025 to £6.79 in 2026 - an increase of 62 per cent.

At Morrisons, Which? found that M&M's Crispy Milk Chocolate Easter Mini Eggs 72g went from £1.50 last year to £2.30 on average this year - an increase of 53 per cent.

Which?'s supermarket food inflation tracker shows that when it came to overall inflation across ranges of groceries, supermarket own-label premium products had the highest rates of inflation at 6.7 per cent, more than budget own-brand items (4%) or branded items (2.8%).

When it came to the individual retailers, Waitrose had the highest rate of inflation at 4.7 per cent while Aldi had the lowest at 2.9 per cent.

The findings show that while inflation is dipping, some product categories such as chocolate are being disproportionately affected. Which? advises shoppers to look at the unit price (price per 100g or 100ml) to find the best deals.

Which? researchers also regularly find that discounters Aldi and Lidl are the cheapest supermarkets overall and are a good option for households looking to save money on their groceries.

Reena Sewraz, Which? Retail Editor, said:

“It’s disappointing to see Easter treats aren't safe from shrinkflation, with some products going up in price significantly, even though they’re smaller than last year. Manufacturers are quietly giving shoppers less for more, so it’s no wonder people feel cheated when they get less bang for their buck.

“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 to ensure you are bagging a genuine bargain.”

ENDS

Notes to editors:

Chocolate is rising in price quickly primarily due to a severe global cocoa shortage caused by poor harvests, disease, and ageing trees in West Africa. This supply crisis, combined with high demand, increased energy/transportation costs, and climate-related challenges, has caused retail prices to soar.

Research:

Which?’s supermarket inflation tracker looks at 20 popular categories of food and drink at eight supermarkets — Aldi, Asda, Lidl, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose.
It compares average prices across the same three-month and one-month periods year-on-year, including discounts but not multibuys or loyalty card offers. Figures are then weighted based on supermarket market share and the sales volume of each product category.
To see how these high levels of inflation are affecting specific products on supermarket shelves Which? also looks at a three-month average – in this case from December 2025–February 2026 – and compares it year on year.
The shrinkflation prices quoted are the base price (the non-promoted price) used last year and this year at each supermarket

Right of replies:

Which? approached all the supermarkets mentioned to ask if they wanted to comment on the pricing of the specific examples above. It also approached the manufacturers of the products which have shrunk in size.

A Sainsbury’s spokesperson said, “We know Easter is a time many come together which is why we are focused on giving customers brilliant value with trusted quality. Our delicious By Sainsbury’s Hot Cross Buns in our Aldi Price Match scheme are just 95p - over 12 per cent cheaper than last year.

“We’re continuing fantastic offers as the Easter break approaches with Nectar Prices, including 25 per cent off our extra-large Taste the Difference Easter Eggs and half price or better on By Sainsbury’s Whole Leg of Lamb, By Sainsbury’s Beef Joint and By Sainsbury’s Side of Salmon."

A spokesperson for Mars Wrigley, which owns the Galaxy, M&Ms and Maltesers brands, said, “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 to ensure shoppers can continue to enjoy their favourite Easter treats without any compromise on the quality or taste they expect from Mars. As with all our products, final pricing remains at the discretion of individual retailers.”

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