Prices of Easter chocolates have increased by more than 12% in the past year while sizes continue to shrink, consumer watchdog Which? has found.

Easter is the best time of year for chocolate-lovers with so many eggs and sweet treats to choose from made by the likes of Cadbury, Nestle and Mars, and all available in local supermarkets including Tesco, Asda and Waitrose.

But some popular Easter eggs have been hit by soaring prices or shrinkflation as global cocoa prices have reached a historic high in 2024, according to Which?.

Cadbury, earlier this year, revealed to shoppers it had been forced to make a "last resort" decision to increase the price of some of its chocolates in the lead-up to Easter 2024.

It appears they are not the only ones, with Which? reporting a wide range of Easter chocolates have been affected by price hikes and shrinkflation.

Which Easter eggs have increased the most in price in 2024?

Chocolate costs 12.6% more than this time last year, according to consumer watchdog Which?, and some Easter treats have increased by more.

This is a much sharper rise than the 5.6% average inflation of food and drink across all supermarkets.

Some of the Easter Chocolates that have increased in price the most in the past year, according to Which?, are: 

  • Maltesers Truffles Luxury Easter Egg (286g): from £8 to £13 at Waitrose - up 62.5%
  • Lindt Five Gold Bunny Milk Chocolate (50g): from £2 to £3.11 at Asda - up 55.6%
  • Lindt Lindor Milk Chocolate Egg Plus Milk Mini Eggs (215g): from £6.50 to £10 at Tesco - up 53.8%
  • Ferrero Rocher Golden Easter Egg (250g): from £10 to £15 at Tesco - up 50%
  • Kinder Surprise Giant Egg (220g): from £10 to £15 at Tesco - up 50%
  • Maltesers Mini Bunnies White Chocolate Bag (58g): from £1 to £1.50 at Tesco - up 50%
  • Terrys Chocolate Orange Mini Eggs (80g): from £1 to £1.50 at Tesco - up 50%
  • Thorntons Milk Chocolate Dinosaur/Unicorn Egg (151g): from £3 to £4.50 at Tesco - up 50% 
  • Cadbury Mini Eggs Large Pouch (1kg): from £8.86 to £12.95 at Ocado - up 46.2%

These prices are based on averages from February 2023 and 2024, and include regular discounts but not multibuys or loyalty prices.

Why are chocolate prices rising?

The reason for the rise in price of these Easter chocolates is to do with global cocoa prices, Which? explains. 

The consumer watchdog said: "Global cocoa prices have soared to a record high due to dry weather in West Africa, with prices roughly doubling in a year. 

"Last month, US chocolate maker Hershey said its earnings would likely be hit, and Mondelez, which makes Cadbury chocolate, said the rising cost of both cocoa and sugar was a challenge.

"West Africa produces around 70% of the world's cocoa, a key ingredient in chocolate highly sensitive to weather changes."

Exmouth Journal: Has your favourite Easter Egg been affected by price rises or shrinkflation?Has your favourite Easter Egg been affected by price rises or shrinkflation? (Image: PA)

Which Easter eggs are shrinking?

While Easter chocolate prices are on the rise, some of them are decreasing in size, according to Which?.

"Known as 'shrinkflation', this enables manufacturers to cut their production costs by using fewer ingredients, which - in times of high inflation - can help them limit the cost increases that get passed on to retailers and, in turn, consumers," Which? said.

There are no rules against shrinkflation, as long as the packaging is labelled with the correct size, weight and ingredients.

Some examples of Easter Eggs that have shrunk in size (weigh less) this year, revealed by Which?, are:

  • Mars Milk Chocolate large Easter egg - from 252g to 201g at Morrisons and Tesco
  • Smarties Orange Chocolate Easter egg - from 226g to 188g at Asda and Tesco
  • Terry's Chocolate Orange Easter egg with Mini Eggs - from 230g to 200g at Asda, Morrisons, Sainsbury's and Tesco
  • Twix Milk Chocolate Easter egg - from 246g to 200g at Tesco

"Not a decision we have taken lightly" - manufacturers defend chocolate price rise

Chocolate manufacturers and supermarkets were approached by Which? for comment about the price rises and shrinkflation.

Mars Wrigley UK - which is responsible for the likes of Twix, Malteser and Galaxy - said:  "We have been trying to find ways to absorb the rising costs of raw materials and operations, as we know the increase in the cost of living has impacted both consumers and businesses across the UK.

"Reducing the size of some of our products, whilst raising prices, is not a decision we have taken lightly but it is necessary for shoppers to still be able to enjoy their favourite Easter eggs without compromising on quality or taste."


While Nestlé - which makes the likes of Smarties and KitKats, added: "Like every manufacturer, we have been experiencing significant cost increases making it much more expensive to manufacture our products.

"We have been working to be more efficient and absorb increasing costs where possible.

"However, in order to maintain quality and taste, it has been necessary to make adjustments to the weight of some products.

"Retail pricing is always at the sole discretion of individual retailers.'