Are Easter eggs getting worse value each year

[Phil]

A lot of people have noticed that Easter eggs feel smaller while prices keep going up.

You often get a big box with not much chocolate inside, and it doesn't always feel worth it.

Compared to buying normal chocolate bars, eggs can feel like poor value.

Are they actually getting worse or is it just perception?

[Craig]

Definitely less cocoa chocolate than before

[JustMartin]

You're paying for packaging more than anything

[Totally]

And more palm oil. Not nice anymore

[Tracey]

Better off buying normal chocolate instead

[Cole75]

Definitely less cocoa chocolate than before

Yeah I can see that now. Every time I think I understand it something else changes the picture slightly.

I will dig into that further

[SGHolly]

Yeah I can see that now. It is one of those topics where you realise the introductory explanation leaves out all the nuance.

Appreciate the detail

[Myles]

The initial reporting on this was all over the place. I find the financial angle of any big story is usually the most underreported part.

Curious to see how this develops

[Sigma]

The shrinkflation argument definitely has some merit. Some of the Easter eggs now feel like they are mostly cardboard engineering with a small chocolate bonus hidden inside. You open the box expecting a treasure chest and get a chocolate coin from a pirate who is cutting costs.

That said, there are still some decent ones around. The premium brands tend to focus more on quality, while supermarket ones seem to be competing for the biggest looking box rather than the best value.

[Eastern Brett]

The packaging is probably half the problem. A huge box makes people think they are getting more, but once the plastic tray comes out it is like finding out the mansion in the advert was just a very convincing shed.

Chocolate prices have gone up, wages and transport costs have changed, so some increases are understandable. The annoying part is when companies keep the same appearance while quietly reducing what is inside.

[Dom0]

Remember when Easter eggs were simple? Big shell, little surprise, job done. Now some of them have more layers of packaging than a new smartphone and the actual chocolate is almost an accessory.

There are still bargains if you look around though. Multipacks and end of season discounts can make a big difference, especially if buying for several people.

[Ronan76]

The value issue is real, but it is not just Easter eggs. Crisps, cereal, biscuits and plenty of other products have been shrinking while prices climb. The egg is just an easy target because the empty space inside is so obvious.

Consumers are getting better at noticing this stuff too. A few years ago people might just accept it, but now everyone is checking the grams on the label.

[Scholar95]

Some of the complaints are a little exaggerated though. Seasonal chocolate has always had a premium because you are paying for the shape and presentation as much as the ingredients.

Would still prefer a smaller box with a fair price rather than a giant package that is mostly air. The illusion of value is probably what annoys people most.

[StoneCold_Mike]

The funniest part is watching someone open a massive Easter egg box and everyone gathers around expecting a huge amount of chocolate. Then five minutes later there is just a tiny shell sitting there looking lonely.

A simple solution would be clearer sizing. Put the actual chocolate weight front and centre instead of relying on giant colourful boxes.

[Terry]

There is definitely a nostalgia factor too. People remember childhood Easter eggs seeming enormous, but part of that was probably being smaller and having lower expectations.

Still, companies should not rely on nostalgia forever. If customers feel they are being tricked, they will just buy a normal chocolate bar and skip the fancy packaging.