A comprehensive analysis of 260 Easter eggs from seven major UK supermarkets has revealed significant variations in value, with shrinkflation leaving shoppers paying up to 73 per cent more per 100g for some eggs compared to a couple of years ago. Rising cocoa costs and supply chain pressures have led manufacturers to reduce chocolate content while maintaining similar packaging sizes.
The study, covering Tesco, Sainsbury's, Waitrose, Asda, Aldi, Lidl and M&S, assessed weight, price, price per 100g, and accompanying extras. Discount retailers emerged as clear winners, offering branded eggs at notably lower prices. Among the best-value options were a Bounty egg at a low price point, a compact Maltesers egg, and a Terry's Chocolate Orange egg that provided a generous 200g total weight with a full pack of mini eggs for £4.50.
Mid-range performers included a Cadbury egg with Marvellous Creations Jelly Popping Candy, which offered better value than many familiar branded alternatives. However, several eggs underperformed at the same £4.50 price point, including an M&M's egg with a Crispy Bunny extra that felt more like filler, and a Maltesers Teasers egg with low overall weight relative to competitors pushing 200g.
The research highlighted that where shoppers buy can significantly impact cost. For example, the Cadbury Mini Eggs Egg (181g) ranged from £3.97 at Asda (£2.19 per 100g) to £5.50 at Waitrose (£3.04 per 100g), a nearly 40 per cent price swing for the same product. The findings underscore the importance of comparing both product and retailer to avoid paying a premium for packaging and branding.
