It was not all about the Easter egg hunt these holidays, this year the hunt extended to the supermarket shelves, with shoppers searching for value amongst shrinking chocolate egg sizes.
Shrinkflation refers to the notable size and price difference of easter eggs compared to previous years, of which a major cause has been the cocoa shortages, which peaked during 2024.
Big brands across the market have been affected by shrinkflation, most notably Cadbury, with consumers now paying 73 percent more per 100 grams compared to 2024. Other brands such as Lindt and Nestle have seen similar shifts in their products.
In 2024 the Cadbury hollow eggs were in packs of 24, this decreased to 22 per pack in 2025 and to 20 per pack in 2026, whilst prices continued to increase.
Similarly the Nestle Kit Kat mini egg packets have decreased from 110 grams per packet in 2024, to 90 grams per packet in 2025, while the price remained the same. This was followed by a price hike on the same product in 2026.
Lloyds IGA office manager, Erin Napper said packaging and pricing has changed compared to past years, particularly in regards to the more popular easter eggs.
“I’ve noticed that there are less deals, like when they’re on sale,” Ms Napper said.
“Shopping for myself, I’ve certainly noticed that they are less inviting for deals for shoppers.
“Personally, I have avoided buying eggs this year. and plan to make my own. I’ve bought the egg moulds and chocolate.”
During 2024 cocoa prices skyrocketed due to shortages globally caused by poor weather conditions, bad harvest and swollen shoot virus (a crop infection that affects cocoa growing regions in west Africa).
These shortages are the reason Easter egg prices have risen over the last few years.
Although cocoa prices have started to drop, consumers are unlikely to see changes in price, as manufacturers are still using cocoa bought at the peak of the market.
In a press release from the Australian Industry Group, head of confectionary Tim Piper said the sector continues to be heavily impacted by the cocoa price increase.
“Global cocoa prices more than doubled during 2024, reaching record prices and much of the Easter ranges were made with cocoa purchased at high prices,” Mr Piper siad.
“Cocoa is the single largest ingredient cost in chocolate production so cost increases were unavoidable.”
Although cocoa prices are decreasing, supermarkets and major brands are still feeling the lasting effects of the 2024 shortages.
For many consumers Easter will look a little different this year as they weigh up whether tradition is worth the additional cost.
