Easter Chocolate Shrinkflation Crisis Hits UK Shoppers
British consumers are confronting a harsh reality this Easter season as chocolate products undergo significant 'shrinkflation' across major supermarket chains. An investigation by consumer group Which? has revealed that shoppers are paying substantially more for less, with chocolate prices surging 9.7 percent in just one year – more than double the overall food and drink inflation rate of 3.9 percent.
The Shrinking Easter Basket
The investigation uncovered dramatic examples of shrinkflation affecting popular brands including Cadbury, M&Ms, Galaxy, Maltesers and Toblerone. Retailers and manufacturers attribute these price increases to a severe global cocoa shortage driven by poor harvests, disease and ageing trees in West Africa, compounded by high demand and rising energy and transportation costs.
The most striking case identified was the Galaxy Milk Chocolate Extra Large Easter Egg at Asda, which increased from £4.98 for 252g in 2025 to £5.97 for 210g in 2026 – representing a staggering 44 percent rise in price per gram. The same product at Tesco also shrank by the same amount while becoming pricier, rising from £6 to £7 for a 40 percent per gram increase, though it remains cheaper than Asda's offering.
Across-the-Board Increases
Multiple examples illustrate the widespread nature of this trend:
- The M&M's Crispy Easter Egg rose from £3.48 for 192g last year to £3.97 for 156g this year – a 40 percent increase in price per gram
- A Maltesers Milk Chocolate Easter Egg at Tesco shrunk from 231g to 194g while increasing in price from £6 to £7, representing a 39 percent per gram hike
- At Morrisons, the Cadbury Mini Eggs Milk Chocolate Easter Egg went from £4 for 193.5g last year to £5 for 181g this year – a 34 percent per gram rise
- The Toblerone The Edgy Egg Milk Chocolate Easter Egg With Truffles at Morrisons increased from £14 for 298g last year to £15 for 256g in 2026 – up 25 percent per gram
Even products maintaining their weight saw dramatic price increases. At Ocado, the Cadbury Assortment Minis Mix Easter Egg Sharing Bag stayed at 232g but jumped from £4.20 in 2025 to £6.79 in 2026 – a 62 percent increase. Similarly, M&M's Crispy Milk Chocolate Easter Mini Eggs at Morrisons remained at 72g but rose from £1.50 last year to £2.30 this year – a 53 percent increase.
Consumer Advice and Industry Response
Which? retail editor Reena Sewraz told the Daily Mail: 'It's disappointing to see Easter treats aren't safe from shrinkflation, with some products going up in price significantly, even though they're smaller than last year. Manufacturers are quietly giving shoppers less for more, so it's no wonder people feel cheated when they get less bang for their buck.'
Sewraz advised consumers: 'To ensure you're getting a fair deal, always check the 'price per 100g' on the shelf edge label rather than just the headline price. This is the only way to accurately compare different brands and sizes to ensure you are bagging a genuine bargain.'
The consumer group tracks approximately 25,000 products across eight major UK supermarkets to provide detailed year-on-year analysis of grocery price changes. Their research confirms that shrinkflation has become a concerning trend in seasonal aisles.
Broader Supermarket Inflation Trends
Which?'s broader analysis reveals that supermarket own-label premium products experienced the highest inflation rates at 6.7 percent, above budget own-brand items at 4 percent and branded items at 2.8 percent. Among retailers, Waitrose recorded the highest inflation rate at 4.7 percent while Aldi had the lowest at 2.9 percent.
The organization noted that researchers regularly find Aldi and Lidl to be the cheapest supermarkets overall, representing good options for cost-conscious shoppers. Their inflation tracker examines 20 popular categories of food and drink across Aldi, Asda, Lidl, Morrisons, Ocado, Sainsbury's, Tesco and Waitrose, comparing average prices across three-month and one-month periods year-on-year.
Manufacturer and Retailer Perspectives
A spokesperson for Mars Wrigley, which owns the Galaxy, M&Ms and Maltesers brands, explained: 'We always aim to absorb rising costs wherever possible. However, ongoing pressures, including the 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 favourite Easter treats without any compromise on the quality or taste they expect from Mars. As with all our products, final pricing remains at the discretion of individual retailers.'
Morrisons responded with a statement emphasizing their commitment to value: 'Morrisons remains committed to providing good, honest value and we're working hard to keep our prices down and competitive so our customers can spend less while still enjoying the quality Morrisons is famous for.' The retailer highlighted additional benefits through their More Card loyalty program and café promotions.
Sainsbury's pointed to their value-focused initiatives: 'We know Easter is a time many come together which is why we are focused on giving customers brilliant value with trusted quality. Our delicious By Sainsbury's Hot Cross Buns in our Aldi Price Match scheme are just 95p - over 12 percent cheaper than last year.' They also highlighted ongoing Nectar Price offers on Easter products.
The investigation methodology examined non-promoted 'base prices' from December 2025 to February 2026 compared year-on-year, excluding multibuys and loyalty card offers. Figures were weighted based on market share and sales volume of each category to provide accurate inflation measurements.
