Christmas chocolate tubs have shrunk by up to a third over the past decade while prices per kilogram have soared, according to new research from credit card experts Zable. The firm analysed changes in tub sizes and cost per kilogram of popular festive chocolate tubs between 2016 and 2026.
Quality Street sees biggest price rise
Quality Street recorded the biggest changes over the 10-year period. The standard tub of the Nestlé favourite decreased from 750g in 2016 to 550g in 2026, a reduction of around 27 percent. Its price per kg rose from £5.30 to around £12.73, marking the largest price increase of all tubs included in the analysis, which also featured Roses, Celebrations and Heroes.
Quality Street has faced other recent changes. This month, Nestlé confirmed it would discontinue its cardboard tubs that had been trialled at Tesco stores, with no reason provided for the decision. In 2022, the brand's iconic shiny foil wrappers were changed to wax paper in a bid to be more environmentally friendly, a move that initially proved controversial with devoted fans.
Celebrations shrinks most
Celebrations suffered the biggest reduction in size, with tub weights dropping from 750g to 500g, a decrease of around 33 percent on average. Prices soared from £6.70 to £14, a total difference of 109 percent, placing Celebrations second for the biggest increase in cost per kg.
Heroes, owned by Cadbury, came in third. Despite rising by £8.43 from £12.40 in 2016 to £20.83 in 2026, tub sizes decreased by 26 percent, while the cost per kg increased by 68 percent.
Roses sees smallest reduction
Roses fans will note their favourite saw the smallest reduction in tub size, with the research finding only a 12 percent decrease between 2016 and 2026. In 2016, they cost £12.50, while today they are priced at around £17.24, an increase in cost per kg of 38 percent on average.
The reduction in Christmas chocolate tub sizes is one example of "shrinkflation," the term used when companies reduce the weight or volume of a product yet either maintain or increase its cost. The research also highlighted cost changes of Christmas dinner, drinks and decorations, with the full analysis available on the Zable website.
