Easter shoppers are facing the sting of shrinkflation as popular chocolate eggs have both risen in price and shrunk in size, according to consumer group Which?. The price per 100g of some branded eggs has increased by over 40% compared to last year.
At Asda, the Galaxy milk chocolate extra large Easter egg now costs £5.97 for 210g, up from £4.98 for 252g in 2025 – a 44% rise per 100g. Tesco sells the same egg for £7, £1 more than last year. The M&M's Crispy Easter egg at Asda has shrunk from 192g to 156g, with the price rising 49p to £3.97, a 40% increase per gram.
At Tesco, the Maltesers milk chocolate Easter egg dropped from 231g to 194g while the price rose from £6 to £7, making it 39% more expensive per 100g. Morrisons saw the Cadbury Mini Eggs egg go from £4 for 193.5g to £5 for 181g, a 34% hike per 100g. The Toblerone The Edgy Egg at Morrisons rose from £14 for 298g to £15 for 256g, a 25% increase per 100g.
Chocolate prices have been driven up by poor cocoa harvests in West Africa, particularly Ghana and Côte d'Ivoire. While cocoa prices have fallen from a peak of over £9,000 per tonne in late 2024 to about £2,000 now, they remained high between January 2024 and January 2026. Confectionery firms say they absorbed some costs but passed on the rest.
Which? senior editor Reena Sewraz said: '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 advised checking the 'price per 100g' label to compare value. Mars Wrigley, owner of Galaxy, M&Ms and Maltesers, said final pricing is at retailers' discretion. Tesco noted that four of the five products highlighted are on Clubcard Price deals, with some eggs half price.
