Are Easter eggs getting smaller and more expensive?

You might have noticed that some Easter eggs are a bit smaller and more expensive this year.

This is called 'shrinkflation' - which is when the size or amount of an item is reduced, but it costs the same price, or sometimes more money.

There are no rules against shrinking the size of a product whilst charging the same price as before, as long as the packaging has the right size, weight and ingredients listed on it.

A recent study by Which?, an organisation that offers advice on products and services in the UK, revealed that some popular Easter eggs have risen in price by 50% or more compared to last year.

This is partly because of the ongoing cost of living crisis, as well as climate change, which is affecting the areas where cocoa is grown.

Why are Easter eggs shrinking or costing more?

The main reason is that, on average, chocolate costs 12.6% more than this time last year.

One reason chocolate prices are higher is weather.

A key ingredient in the making of chocolate is cocoa, and West Africa produces around 70% of the world's cocoa.

But severe droughts have hit parts of West Africa since February this year.

Experts say that human-induced climate change has made the extreme heat 10 times more likely.

Temperatures have soared above 40C, breaking records in countries including the Ivory Coast and Ghana, leaving crops without enough water.

This means there is less cocoa available for chocolate companies to buy so the price goes higher because producers can sell to the company offering the best price.

Another impact on cocoa crops was El Niño - a natural change in weather patterns that happens every two-seven years in the tropical Pacific, that drives up global temperatures and can lead to extreme weather in some places.

A strong El Niño has been active since last June.

These extreme weather has impacted the amount of cocoa grown, meaning there is less produced than normal.

As with the drought in West Africa, the shortage means that some companies can charge more money for chocolate, because there is an increased demand - lots of people want it, but it is harder to get hold of.

UK choccy eggs shrink and cost more

Which? say they looked at the average price of chocolate eggs for the month of February in 2024 and compared these to February last year (2023), including regular discounts but not multibuys or loyalty prices.

The biggest increase in price they say was a chocolate egg from a supermarket chain that had increased from £8 to £13 - up 62.5%.

As well as increases in price Which? said that some eggs had shrunk in size but still cost the same, or even more money - citing a variety of well-know chocolate companies and their Easter eggs as examples.

What have chocolate makers said?

In February, Mondelez, the company that owns the Cadbury brand, and US chocolate maker Hershey, warned that rising cocoa prices could drive up the price of chocolate.

In response to Which? Mars Wrigley UK, which makes Twix, said: '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.'

Nestlé, which makes Smarties, said: '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.'