Easter egg ‘shrinkflation’ double whammy hits consumers as costs rise almost 50%
New research has revealed that shoppers are facing huge price increases on easter eggs as well as items shrinking in size this year.
This “double whammy” effect has resulted in up to a 44 percent increase in prices per gram for some products. Which consumer group? He warned that shoppers were paying more for less.
By tracking nearly 25,000 items in major UK supermarkets, the consumer champion found shrinkage “has become a common trend in seasonal aisles” at many retailers.
For example, the Galaxy Milk Chocolate Extra Large Easter Egg at Asda went from £4.98 for 252g in 2025 to £5.97 for 210g in 2026; This means a 44 percent increase in price per gram.
Meanwhile, the same Galaxy Easter egg went from £6 to £7 per gram at Tesco, a 40 per cent increase despite the same shrinkage.
Food inflation analysis From which one? It was revealed that although food inflation decreased from 4.5 percent in December to 3.6 percent in January, the cost of chocolate increased to 9.7 percent.
Chocolate makers said low crop yields on cocoa farms due to climate change were one reason for rising prices.
Which? Shoppers are advised to look at the unit price (price per 100g or 100ml) to find the most cost-effective deals. The researchers also found regular discount stores Aldi and Lidl to be good options for households looking to save money on weekly grocery shopping.
Reena Sewraz, Which One? The retail editor said: “It’s disappointing to see that Easter treats are not shrink-proof, with prices on some items rising significantly, albeit smaller, than last year. “Manufacturers are quietly giving shoppers less for more, so it’s no wonder people feel cheated when they get less value for their money.
“To make sure you’re getting a fair deal, always check the ‘price per 100 grams’ on the shelf-side label rather than just the headline price. This is the only way to accurately compare different brands and sizes to make sure you’re getting a real bargain.”
A spokesman for Mars Wrigley, which owns the Galaxy, M&Ms and Maltesers brands, said: “We always aim to offset rising costs wherever possible, but ongoing pressures, including 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 favorite Easter treats without any compromise on the quality or taste they expect from Mars.
“As with all our products, final pricing is at the discretion of individual retailers.”
A spokesman for Tesco said the prices were quoted by Which? Since Clubcard prices are not taken into account, they do not reflect the prices that most customers will pay.
A spokesperson added: “Through our unique combination of Aldi Price Match, Everyday Low Prices and Clubcard Prices, we focus on delivering great value to our customers whenever they choose to shop with us.”
Asda has been approached for comment.
