Shoppers seeking Easter chocolate are facing a challenging situation with prices on the rise and egg sizes diminishing, according to a warning from consumer watchdog Which?. The group, monitoring approximately 25,000 products in major UK supermarkets to analyze grocery price trends, highlighted the possibility of customers paying more for less.
Which?’s analysis revealed that while overall food and beverage inflation at supermarkets has eased to 3.9% in the year up to February, chocolate prices have spiked by 9.7% annually, driven by global supply challenges. Moreover, Which? observed a prevalent pattern of products shrinking in size while maintaining or increasing prices, especially in seasonal sections.
The supermarket food inflation tracker also identified that premium own-label products experienced the highest inflation rate at 6.7%, surpassing budget and branded items. Which? recommended consumers check the unit price, such as cost per 100g or 100ml, for the best value deals.
In addition, Which? researchers noted that discount retailers Aldi and Lidl could offer significant savings for households on grocery expenses. Reena Sewraz, Which? retail editor, expressed disappointment over the trend of Easter products becoming pricier despite shrinking in size compared to previous years.
Manufacturers have been reducing product sizes while raising prices due to factors like a global cocoa shortage, poor harvests, high demand, escalating energy and transportation expenses, and climate-related issues, leading to retail price hikes.
Which? reached out to supermarkets and manufacturers for comments. A Sainsbury’s spokesperson emphasized providing customers with value and quality during the Easter period. Mars Wrigley, the owner of popular brands like Galaxy, M&Ms, and Maltesers, stated their efforts to absorb rising costs to maintain product quality and taste, attributing price adjustments to cocoa cost increases.
The discretion for final pricing remains with individual retailers, as highlighted by Mars Wrigley.