Easter Egg Shoppers Face Double Blow: Higher Prices and Smaller Sizes
Shoppers across the UK have been issued a stark warning as they prepare for Easter celebrations: popular chocolate eggs are not only costing more but are also shrinking in size. This phenomenon, known as shrinkflation, has hit supermarket shelves at Tesco, Morrisons, and Asda, with some branded products seeing price increases exceeding 40% per 100g while simultaneously reducing in weight.
Which? Research Reveals Alarming Trends
According to comprehensive research conducted by consumer champion Which?, the evidence of shrinkflation is undeniable. At Asda, the Galaxy milk chocolate extra large Easter egg now retails for £5.97 with a weight of 210g. This represents a significant change from last year's offering, which cost £4.98 for a larger 252g egg – resulting in a 44% increase in price per 100g.
Tesco is selling the identical Galaxy egg at an even higher price point of £7, marking a £1 increase from the previous year. The consumer organization's investigation uncovered multiple examples of this troubling trend across different brands and retailers.
Specific Examples of Shrinkflation
The research highlighted several concerning cases:
- The M&M's Crispy Easter egg has reduced from 192g to 156g this year while increasing in price by 49p to £3.97
- A Maltesers milk chocolate Easter egg at Tesco has dropped from 231g to 194g, yet the price has risen from £6 to £7
- At Morrisons, a Cadbury Mini Eggs milk chocolate Easter egg has gone from £4 for 193.5g last year to £5 for 181g this year
- A Morrisons Toblerone The Edgy Egg milk chocolate Easter egg with truffles previously cost £14 for 298g but now sells for £15 with only 256g
Manufacturer and Retailer Responses
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. As with all our products, final pricing remains at the discretion of individual retailers."
Tesco responded to the findings by stating: "The prices quoted by Which? do not reflect the prices that the great majority of customers will pay for Easter eggs at Tesco. Four of the five products Which? highlighted are currently on Clubcard Price deals, with the Galaxy Milk Chocolate Easter Egg and the Maltesers Milk Chocolate Egg both currently half price at just £3.50."
Consumer Advice from Experts
Reena Sewraz, the senior money and retail editor at Which?, expressed disappointment at the findings: "It's disappointing to see Easter treats aren't safe from shrinkflation. Manufacturers are quietly giving shoppers less for more, so it's no wonder people feel cheated."
She offered practical advice for 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."
This Easter shopping season presents a clear challenge for consumers who must navigate both price increases and product shrinkage. The research underscores the importance of careful comparison shopping and attention to unit pricing rather than simply looking at package prices.
