Are Easter Eggs Getting Smaller in the UK?

Easter eggs in the UK are getting smaller while prices increase, a trend known as shrinkflation. Some popular eggs now cost over 40% more per 100g, meaning shoppers are paying more but getting less in 2026.

Why You’re Paying More for Less Chocolate This Easter

Food inflation and the cost of living crisis have been going on for a while now, and even though we keep hearing that inflation is slowing, it doesn't always feel that way when you are doing your weekly shop.

I have noticed it myself. Things that used to feel like small treats, like Easter eggs, now feel noticeably more expensive, and not just by a few pence either.

What is easy to miss is that it is not just the price going up. In many cases, the product itself is getting smaller at the same time.

That combination is known as shrinkflation, and it is exactly what is happening to many Easter eggs this year, according to new research from consumer group Which? 

Chocolate prices alone have risen by around 9.7%, well above general food inflation, and those extra costs are feeding directly into the prices we are seeing on the shelves.

What shrinkflation actually looks like in real life

Shrinkflation sounds like one of those buzzwords, but in reality, it is very simple.

You go to buy the same product you bought last year. The box looks almost identical. The branding has not changed. The price might even look similar at first glance.

But when you check the weight, it is smaller. And when you check the price per 100g, you realise you are paying significantly more.

Which? found several big-name Easter eggs where this has happened:

• Galaxy Easter eggs dropping from 252g to 210g while increasing in price

• Maltesers eggs shrinking from 231g to 194g and also becoming more expensive

• Cadbury Mini Eggs eggs reducing in size and increasing in price at the same time

• Toblerone Easter eggs losing over 40g while costing more

  
  

In some cases, the real increase in price per 100g is around 40% or more!

That is the bit most people miss: it's not just inflation; it is inflation, plus you get less product too, so a double whammy for shoppers.

It’s not just Easter eggs, it’s happening across the shop

Easter eggs are getting the attention because they are seasonal and easy to compare year to year, but the same pattern is happening across everyday food.

Which? found big increases in items like cheese, fish, and packaged foods, with some rising by over 100% in a year 

Fish prices alone are up around 9.3%, and even premium supermarket own-brand ranges are rising faster than standard branded products 

So while Easter eggs highlight the issue, the bigger picture is that your overall food bill is still under pressure.

Why is this happening?

A lot of it comes down to global supply issues, especially with cocoa.

Poor cocoa harvests and supply chain pressures have pushed up chocolate prices, forcing manufacturers to make adjustments to keep products on shelves.

Some of that shows up as higher prices. Some of it shows up in smaller sizes. From a business point of view, shrinking the product is often less noticeable than increasing the price, which is why it happens so often.

How to avoid overpaying for Easter eggs

You cannot stop shrinkflation, but you can avoid getting caught out by it. The easiest way is to ignore the headline price and look at the price per 100g instead. That tells you the real value of what you are buying.

It is also worth being cautious of anything labelled as “new”, as that can sometimes mean a change in size or recipe rather than an improvement.

Shopping around helps too!

• Research shows that supermarkets like Aldi tend to have lower overall inflation than others, so comparing prices across stores can make a difference

• Factor in loyalty card discounts/pricing. This time of year, many supermarkets will be offering cheaper eggs as long as you scan your loyalty card at the till.

  
  

  

• Use cashback services to claw back some of the costs of your shopping. Swapping to paying for your shop via a cashback gift card from cashback apps such as JamDoughnut, rather than just tapping your credit or debit card at the till, can result in decent savings over time. If buying online, use a conventional cashback site such as TopCashback, Quidco or Rakuten when shopping, or a subscription cashback service such as Complete Savings can really help; I got 12% cashback on my Tesco shop using Complete Savings this morning before writing this post!
  

• Don't overlook own-brand products. In many cases, they offer similar quality for a lower price per 100g.

What this means for your Easter spending

Easter eggs might not be something you buy every week, but they are a good example of what is happening more widely.

You are not just paying more because of inflation; you are often getting less at the same time, and that means small decisions matter more than they used to. Checking weights, comparing prices properly, and being willing to switch products can all add up over time.

It is not about cutting everything out. It is about making sure you are actually getting value for what you spend.

FAQs

Are Easter eggs getting smaller in the UK?

Yes. Research shows that several popular Easter eggs have shrunk in size while their prices have increased, resulting in worse overall value.

What is shrinkflation?

Shrinkflation is when a product becomes smaller, but the price stays the same or increases, so you end up paying more for less.

Why is chocolate so expensive right now?

Chocolate prices have risen due to global cocoa supply issues, including poor harvests and increased production costs.

How can I avoid shrinkflation?

Check the price per 100g, compare supermarkets, and be cautious of product changes labelled as “new”.

Which supermarkets are cheapest for Easter eggs?

Budget supermarkets like Aldi and Lidl are often among the cheapest, but it is still very much worth comparing individual products, especially when factoring in supermarket loyalty card offers that can wipe the floor with the discounters who can't always compete.