Shrinkflation is once again reshaping the Easter confectionery category, as suppliers and retailers respond to sustained cocoa cost volatility with a combination of price increases and reduced pack sizes.

New analysis from Which? highlights the extent of the shift across major grocers, with several leading branded Easter eggs delivering double-digit increases in price per 100g year on year.

At Asda, the Galaxy milk chocolate extra large Easter egg is now priced at £5.97 for 210g, compared with £4.98 for a 252g product in 2025, equating to a 44 per cent increase in the unit price.

Tesco has moved the same line to £7, up £1 year on year.

Similar dynamics are playing out across the category. The M&M’s Crispy Easter egg at Asda has reduced from 192g to 156g while increasing in price to £3.97, resulting in a 40 per cent rise in price per gram.

Tesco’s Maltesers Easter egg has declined from 231g to 194g while increasing in price from £6 to £7, pushing the unit price up by 39 per cent. At Morrisons, the Cadbury Mini Eggs Easter egg has risen from £4 for 193.5g to £5 for 181g, representing a 34 per cent increase per 100g.

Premium lines are not immune. Morrisons’ Toblerone “Edgy Egg” has moved from £14 for 298g to £15 for 256g, marking a 25 per cent increase in price per 100g.

The data only furthers the ongoing pressure on the confectionery category, where input cost inflation (particularly in cocoa) continues to reshape pricing strategies. While cocoa prices have eased from their late-2024 peak of more than £9,000 per tonne, they remained elevated throughout 2024 and 2025, more than double current levels for a sustained period.

This prolonged cost pressure has forced suppliers to balance margin protection with consumer price sensitivity, with shrinkflation emerging as a key lever alongside direct price increases.

Which?’s broader tracking of 25,000 supermarket products shows that while overall food and drink inflation slowed to 3.9 per cent in February, chocolate remains a standout inflationary category, with prices up 9.7 per cent year on year.

A spokesperson for Mars Wrigley said the business has absorbed cost increases where possible but acknowledged the scale of cocoa inflation has required “carefully considered changes”, with final pricing decisions sitting with retailers.

For grocery leaders, the findings highlight the continued tension between maintaining price perception and protecting margins in a category that is both highly seasonal and emotionally driven.

While shrinkflation offers a route to mitigate shelf-price increases, it also carries reputational risk if perceived value deteriorates too sharply.

As a result, clear communication, strong promotional strategies, and careful management of price architecture will be critical in maintaining shopper trust.

Reena Sewraz, senior money and retail editor at Which?, said consumers are increasingly aware of the practice, reinforcing the importance of transparency at shelf level.

The data points to a category that remains under structural pressure, with limited short-term relief expected. For retailers and suppliers alike, the challenge will be balancing cost recovery with long-term loyalty in one of grocery’s most visible seasonal battlegrounds.

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