Australian consumers are facing a significant reduction in their Easter chocolate haul this year, as new research exposes a troubling trend of shrinkflation combined with steep price increases. The consumer advocacy group Choice has conducted its annual price comparison, revealing that Cadbury's range of boxed, hollow chocolate Easter eggs has diminished in size for the second consecutive year while becoming substantially more expensive.
Shrinking Sizes and Soaring Costs
According to Choice journalist Liam Kennedy, Cadbury stands out as the primary offender in this year's Easter chocolate analysis. The investigation found that the cost of "pretty much all chocolate products" in the Easter egg category has risen, but Cadbury has implemented both price hikes and size reductions simultaneously.
The data shows a clear pattern of diminishing returns for consumers. In 2025, Cadbury's largest pack of hollow Easter eggs decreased from 408 grams to 374 grams while the price increased from $12.50 to $15. By 2026, the same product has shrunk further to just 340 grams and now costs $18. This represents a dramatic price increase of almost 73% per 100 grams compared to just two years ago.
"They've Doubled Down on the Tactic"
Kennedy expressed frustration at Cadbury's continued approach, stating: "We shone a light on Cadbury for doing this last year, and they've gone and done it again. They're not too worried about being called out for this – they've doubled down on the tactic."
Choice discovered that Cadbury's entire range of boxed, hollow Easter eggs has decreased in size by at least one egg. Kennedy explained that Cadbury's ubiquity across supermarket shelves makes their shrinkflation particularly noticeable to consumers and watchdog groups alike.
Manufacturer's Response and Cocoa Price Volatility
A spokesperson for Mondelēz International, Cadbury's parent company, defended the changes, citing global market pressures: "Like all chocolate makers, we are navigating significantly higher cocoa and input costs globally. While we've made carefully considered adjustments to some of our products... with packs adjusted to help manage cost increases while keeping products at key price points."
The company emphasized that individual 17-gram eggs remain the same size, though the overall package contents have been reduced. Mondelēz International pointed to record-high cocoa prices over the past two years as justification for their pricing strategy, noting that chocolate has become "much more expensive to produce."
Broader Economic Factors at Play
Kennedy acknowledged the volatility in cocoa markets but noted an important recent development: "Over the past nine months, cocoa prices have fallen significantly. In February, prices declined to a level not seen since 2023." However, he clarified that the cocoa used for this year's Easter egg production would have been purchased well before this price decline.
The journalist highlighted that cocoa represents just one component of Easter egg pricing, with rising transportation costs and other economic factors contributing to the overall increase. Kennedy cautioned consumers: "The experts aren't promising there's going to be... a drop in prices next Easter."
Consumer Frustration and Shopping Advice
Choice maintains an ongoing schedule of product reviews, including Easter treats, which provides them with years of comparative pricing data. The organization also encourages its members to report instances of shrinkflation they encounter on supermarket shelves.
"It's something that people are very frustrated about," Kennedy remarked, reflecting widespread consumer discontent with the shrinking sizes and rising prices of holiday treats.
In response to consumer concerns, the Mondelēz International spokesperson offered practical advice: "Consumers are encouraged to shop around to find the best value. There are great specials in-store." This recommendation comes as Australian families prepare for Easter celebrations with potentially smaller chocolate baskets and higher receipts than in previous years.
