The cost of Easterconfectionery in supermarkets has actually fallen year on year on a per kg basis – despite widespread reports of rocketing chocolate prices.
A snapshot of all Easter-themed confectionery on sale at Tesco, Morrisons, Asda, Sainsbury’s, Waitrose, Aldi and Lidl 10 days ahead of Easter reveals prices are 4.9% lower per kilo lower on average this year than last [Assosia 26 March 2026 vs 10 April 2025].
In the absence of multibuy offers – now banned by HFSS rules – retailers are leveraging loyalty and pricepromotions to keep down the price of Easter treats.
This year, 794 of the 1,158 (67.6%) lines available are on promotion, compared with 611 of 1,210 (50.5%) lines over Easter 2025. Last year included 104 lines on multibuy – a promotional mechanic outlawed in October under rules to stop volume-based deals on HFSS products.
“Retailers are working hard to keep prices down for consumers this Easter and will be running a variety of promotions,” said Andrew Opie, director of food and sustainability at the British Retail Consortium. “Strong competition also means customers will continue to get the best value over the period.”
However, when loyalty card prices are discounted and only prices available to all shoppers are compared, Easter confectionery prices have climbed 4.2% per kilo.
There are also many examples of Easter chocolates that have seen significant price hikes year on year, even accounting for loyalty price discounts. A 100g sharing bar of Milkybar Mini Eggs White Chocolate, for instance, was available on loyalty pricing last year for £1 in Morrisons. It now costs £1.50 with a loyalty card, an increase of 50% per kg.
After Eight Dark Mint Chocolate Premium Easter Egg 400g was available in Tesco last year on a Clubcard promotion of £8. This year, it is £10.50 with Clubcard, a rise of 31.3%.
Maltesers Milk Chocolate Bunny Multipack 5x29g was not on promotion this year or last in Morrisons, but has risen from £2.50 to £3.30, an uplift of 32%.
Some brands have also resorted to shrinking products. In January, The Grocer reported Maltesers had shrunk its “extra large” egg from 231g in 2025 to 194g this year, accompanied by a £1 increase in shelf-edge price in Tesco. Maltesers owner Mars Wrigley UK&I blamed increases in the cost of cocoa for the move.
Meanwhile, the weight of Galaxy Smooth Milk Chocolate Egg has fallen from 252g last year to 210g this year, also accompanied by a £1 increase in price in Tesco.
A Mars Wrigley UK&I spokeswoman said “ongoing pressures – including the well-documented increases in the cost of cocoa” meant the supplier had needed to make “carefully considered changes” to its range.
“These decisions ensure shoppers can continue to enjoy their favourite Easter treats without any compromise on the quality or taste they expect from Mars,” the spokeswoman said, adding final shelf pricing was “set at the discretion of individual retailers”.
A Nestlé spokeswoman said the supplier had seen “significant increases in the costs of cocoa, making it much more expensive to manufacture our products”.
“To maintain the same high quality, delicious products that consumers know and love, it has sometimes been necessary to make adjustments to the weight or price of some of our products,” the spokeswoman said. “Retail pricing is always at the discretion of individual retailers.”
A spokeswoman for Morrisons said the retailer was “committed to providing good, honest value” and “working hard to keep our prices down and competitive”.
Tesco said it was committed to keeping products affordable and that the products in question were competitively priced relative to other stockists.
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