Australian consumer watchdog Choice has found many Easter treats are smaller, more expensive or, in some cases, both. Seasonal offerings this year from Cadbury, Nestlé and Aldi have all suffered from shrinkflation.
“This year your treats may taste more bitter than sweet once you discover your money probably isn’t getting you as much chocolate as it was last Easter,” said Choice journalist Liam Kennedy.
In March 2024, a bag of 24 hollow Easter eggs from Cadbury weighed 408g and cost $12.50. This year, a 22-egg bag weighs 374g and costs $15. “That means consumers are paying 31% more per 100g of chocolate than they did last year,” said Kennedy. Meanwhile, a large-sized hollow chocolate egg from Cadbury has fallen by 60g – from 400g to 340g – but costs the same at $20.
Budget supermarket chain Aldi has also downsized its chocolate offering. A packet of Dairy Fine Milk mini eggs that weighed 400g in 2024 has winnowed to 300g, while the price remained at $5.99.
Nestlé’s KitKat-flavoured mini eggs, formerly 110g, have lost 30 grams of volume since last year, but its $3.99 price tag has not changed.
Kennedy said that Choice kept track of shrinkflation by comparing supermarket catalogues year to year. Often, Choice members will tip the watchdog off about their favourite products decreasing in the size. Because cocoa prices have increased significantly over the past year, that gave Choice a reason to mark Easter chocolate as a category to watch closely.
A Cadbury spokesperson told Guardian Australia that cocoa prices had reached unprecedented levels, quadrupling since 2022, and that input costs had increased across the supply chain. “In response to these cost challenges, we have made some difficult decisions regarding pack sizes and pricing,” they said.
Cadbury confirmed its Dairy Milk Easter egg gift box and hollow hunting eggs pack had “been adjusted in size as part of our ongoing efforts to navigate cost pressures while ensuring quality, choice and value for our consumers”.
“We understand that affordability is top of mind for many families this Easter, and we are working hard to ensure there are options for everyone to enjoy their favourite Easter treats,” the spokesperson said.
A Nestlé spokesperson also cited rising cost pressures. “As part of this, we have streamlined our global production of KitKat Mini Eggs to a new factory, which means we have changed to a 90g bag,” they said.
Nestlé said that while it provided a “recommended retail price, the price shoppers pay is ultimately determined by the retailer”.
Kennedy said that downsizing a product was a subtle way for manufacturers to preserve their margins without increasing price. “The reason we want to bring it to consumers’ attention is that it’s a type of inflation they may not notice.”
Kennedy said that consumers wary of shrinkflation should look out for “subtle and not so subtle” changes to product packaging. “We often see when a product has been shrinkflated, it’s designed as new and improved.”
If a consumer wants to avoid paying the same or more for less of the same product, he suggested comparing unit prices with other options available on supermarket shelves.
Aldi has been contacted for comment.
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