As the Easter season approaches, British consumers are faced with a bitter reality – their beloved chocolate treats are getting smaller, yet the prices are soaring. The price of chocolate confectionery, including Easter eggs, has increased sharply in the past few years, driven by a combination of factors.
The weight loss is largely attributed to the reduction in the number of mini packs or individual pieces included in the Easter egg packaging. For instance, the Maltesers XL egg has shrunk from 231g to 194g, with one fewer mini pack inside, leading to a 39% increase in the price per gram. Similarly, Cadbury’s Twirl eggs now contain only two individually wrapped Twirl fingers instead of two full bars, resulting in a 9.5% reduction in weight, while the price has risen by £1 to £7.
The Cadbury’s Mini Eggs family pack has also not been spared, with four fewer eggs in the pack, leading to a 4% reduction in size to 256g. However, the price at Tesco for those without a loyalty card has increased by 35%, from £4.85 to £6.20.
The Lindt gold bunnies, a popular Easter treat, have held their ground at 200g for the largest option, but the price has jumped by £3, from £5.50 to £8.50 at most retailers.
Manufacturers attribute these changes to the soaring costs of key ingredients, such as cocoa, sugar, energy, and labour. Cocoa prices have skyrocketed due to poor harvests in the main growing regions of Ghana and Côte d’Ivoire, driven by the ongoing climate crisis. As a result, companies have resorted to various tactics, including reducing the size or weight of their products and even lowering the cocoa content, in an effort to keep prices down for consumers.
A spokesperson for Mars Wrigley’s UK and Ireland business acknowledged the cost pressures faced by shoppers and stated that the company aims to absorb rising costs wherever possible. However, the ongoing pressure has led to “carefully considered changes” to product sizes, which they say are not taken lightly.
Similarly, Mondelēz International, the owner of Cadbury, stated that retailers are free to set their own prices, and the company has had to make “small weight reductions” to some of its Easter products as a last resort, due to the significantly higher input costs across its supply chain.
As the Easter season approaches, British consumers will have to navigate the challenge of finding their favourite chocolate treats, which may be smaller in size but higher in price. The industry’s efforts to maintain profitability have come at the expense of the traditional Easter indulgence, leaving many to ponder the true cost of their cherished chocolate delights.