Easter treats are getting smaller, and shoppers are paying more for less. A new analysis reveals that a phenomenon known as shrinkflation is impacting popular chocolate Easter eggs, with brands reducing sizes while simultaneously increasing prices. The trend, driven in part by rising cocoa costs, is leaving consumers with less chocolate for their money, prompting calls for greater transparency in food labeling.
The research, conducted by consumer champion Which?, found significant price increases and size reductions across a range of Easter eggs from major brands like Galaxy, M&. M’s, Maltesers, and Toblerone. This isn’t simply a case of modest adjustments; in some instances, the price per 100g has risen by as much as 44%, while the weight of the eggs has decreased proportionally. The squeeze on household budgets is being felt acutely as families prepare for the spring holiday.
At Asda, the Galaxy milk chocolate extra large Easter egg now costs £5.97 for 210g, a substantial increase from the £4.98 price tag for a 252g egg last year. That represents a 44% increase in the price per 100g, according to Which?’s analysis. Tesco is selling the same egg for £7, a full £1 more than in 2025. Similar patterns are emerging across other brands and retailers. The M&M’s Crispy Easter egg at Asda has shrunk from 192g to 156g, with the price increasing from £3.48 to £3.97 – a 40% increase per gram.
The Shrinking Easter Egg: A Brand-by-Brand Breakdown
The impact of shrinkflation isn’t limited to Asda. Which? found that a Maltesers milk chocolate Easter egg at Tesco has slimmed down from 231g to 194g, while the price has risen from £6 to £7, resulting in a 39% increase in the unit price per 100g. At Morrisons, a Cadbury Mini Eggs milk chocolate Easter egg now costs £5 for 181g, compared to £4 for 193.5g last year – a 34% price increase per 100g. Even the larger, more premium Toblerone The Edgy Egg, with truffles, hasn’t escaped the trend, increasing in price from £14 for 298g to £15 for 256g at Morrisons, a 25% increase per 100g.
Reena Sewraz, senior money and retail editor at Which?, emphasized the importance of careful comparison shopping. “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,” she advised. “This is the only way to accurately compare different brands and sizes.”
Cocoa Costs and Global Supply Chains
The primary driver behind these changes is the rising cost of cocoa. Chocolate has develop into more expensive over the past several years due to poor harvests in West Africa, particularly in Ghana and Côte d’Ivoire, which together produce more than half of the world’s cocoa beans. While cocoa prices have recently fallen from a peak of over £9,000 a tonne at the end of 2024 to around £2,000 a tonne, they remain significantly higher than levels seen between January 2024 and January 2026, when they cost at least double the current rate.
Mars Wrigley, the parent company of Galaxy, M&Ms, and Maltesers, acknowledged the pressures but stated they are attempting to absorb some of the increased costs. A spokesperson for the company said, “We always aim to absorb rising costs wherever possible. Although, 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.”
Broader Inflationary Trends and Consumer Impact
The shrinking Easter eggs are symptomatic of a broader trend of food and drink inflation. While overall inflation slowed to 3.9% in February, the cost of chocolate specifically has risen by 9.7%, according to Which? data. This is attributed to ongoing global supply issues impacting the confectionery industry. The consumer group tracks 25,000 products across major supermarkets, providing a comprehensive view of price changes.
Sewraz expressed disappointment that Easter treats are not immune to shrinkflation, stating, “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.”
As Easter approaches, consumers are urged to be vigilant and compare prices carefully. Checking the price per 100g remains the most effective way to ensure you’re getting the best value for your money. The situation highlights the ongoing challenges faced by both consumers and manufacturers in navigating a complex and volatile global supply chain.
The next key indicator to watch will be cocoa prices in the coming months, as any further fluctuations will likely be reflected in the prices of chocolate products on supermarket shelves. Consumers can stay informed about price changes and product updates through Which?’s ongoing tracking of supermarket prices.
What are your thoughts on shrinkflation? Share your experiences and tips for finding the best deals this Easter in the comments below.
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