Aussie shoppers hit with double blow this Easter as chocolate shrinks and prices spike
Updated . First published
If your Easter shop feels more expensive this year, it's not just you noticing it.
A new look at supermarket shelves by CHOICE shows many of Australia's best-selling Easter chocolates have been pared back again – even as prices continue to climb.
It's a textbook case of shrinkflation, a form of hidden inflation where products are reduced in size without a corresponding drop in price.
And in some cases, the same products that were downsized last year have been cut for a second time.
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No you're not imagining it, Easter eggs are more expensive and smaller this year. Getty
One of the clearest examples comes from Cadbury Dairy Milk, where its boxed hollow eggs – the kind typically bought for Easter hunts – have been reduced across the board.
Every pack reviewed has either lost eggs, increased in price, or both.
An 18-pack sold last Easter has been replaced with a 15-pack that now costs more.
A 10-pack has dropped an egg and crept up in price, while a previous 9-pack discreetly became an 8-pack.
CHOICE has also revealed that the biggest box in the range is actually the one doing the most damage to your wallet.
After being slashed and repriced two years running, this pack is now 68g lighter and $5.50 pricier than in 2024. CHOICE
Since 2024, it has lost multiple eggs and increased by $5.50, which makes it 68 grams lighter overall.
When you break that down, shoppers are now paying about 73 per cent more per 100 grams than they were two years ago.
(Note: Cadbury Dairy Milk Chocolate Hollow Easter Eggs 20 pack is currently on special at Woolies for $12, down from $18)
To find the best value, Mondelēz International encourages consumers to shop around. Nine
Not every product has been reduced in size, though plenty have still become harder to justify at the checkout.
A Cadbury Dairy Milk deluxe egg that was flagged last year remains at 340 grams, but now sells for $23 – a $3 increase in 12 months.
According to data from Zyft, that pattern is playing out across the confectionery aisle.
Prices for Easter eggs and bunnies from major brands, including Lindt, have risen by as much as a third over the past year.
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Restored sizes, inflated prices
There are a few exceptions, though they still come with a catch.
Aldi has reversed one of its earlier size cuts, restoring its Dairy Fine mini eggs to their previous pack size.
Aldi restored its pack size only to slap a 33% markup on the tag. Aldi
However, the price has increased by about 33 per cent, meaning shoppers may be getting the original quantity back, but they're paying noticeably more for it.
What brands are saying
Manufacturers continue to point to rising costs across the supply chain – particularly cocoa – as the reason behind both smaller packs and higher prices.
A spokesperson from a Mondelēz International, Cadbury's parent company, told nine.com.au:
"Over the past two years, cocoa prices have reached record highs and remain above historical levels, making chocolate much more expensive to produce.
"This year, more than half of our Easter range is priced at $10 and under, with products starting from $1.80.
"While we've made carefully considered adjustments to some of our products, Hollow Eggs are available in four sizes with packs adjusted to help manage cost increases while keeping products at key price points. The individual 17g eggs remain the same size.
"Our priority remains ensuring Easter is accessible, while continuing to make chocolate Australians know and love right here in Australia.
"Consumers are encouraged to shop around to find the best value. There are great specials in-store."
Aldi has reportedly offered similar reasoning, saying it has reduced some products in response to rising commodity prices in order to keep shelf prices more consistent.
Cocoa prices are easing
The conversation invites a crucial caveat.
After surging sharply in early 2024 (at one point jumping close to 200 per cent) global cocoa prices have started to come down in recent weeks.
Improved weather conditions and stronger harvests in key growing regions have helped ease supply pressure.
Even so, experts say that won't translate into cheaper chocolate in the short term.
Pricing decisions for seasonal products like Easter eggs are typically locked in well ahead of time, creating a convenient lag between falling costs and what you actually pay at the checkout.
Some Easter egg quantity levels have been restored but the price has increased. Getty Images/iStockphoto
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