A new study has found that the majority of Brits believe the size of their Easter eggs have reduced in recent years – and that smaller eggs are no longer worth the cost
Brits are feeling the squeeze of ‘chocflation’ as Easter eggs seem to have shrunk in size while their prices continue to climb. A recent survey highlighted that 85% of people believe shrinkflation has noticeably affected the size of these much-anticipated annual chocolate treats, with a substantial 68% expressing their disappointment over the trend.
The study found that, on average, Brits are willing to spend £5.70 on a average branded Easter egg. However, many customers have recently chosen not to buy them at all, as they cited their frustrations over what they believe is poor value for money amid rising costs and shrinking portions.
Many consumers feel cheated by the deceptive packaging, which gives the illusion of larger eggs, as most turned out to be disappointingly small once they had opened them. Almost 90% expressed annoyance at this tactic, accusing brands of using packaging to ‘hide’ the ‘true’ size of the egg.
Easter Eggs are often bought as treats for loved ones, but half of those who have done so reported that the person they bought them for were underwhelmed by the size of the egg inside the box.
The research was commissioned by SMARTY Mobile, who have partnered with Pete Wicks to distribute enormous Easter Eggs to Brits. Sayed Hajamaideen at SMARTY Mobile, which is offering 80GB for £10, said: “Life shouldn’t come with sneaky charges. That’s why we keep things simple-no unexpected price hikes, just great value.”
She added: “To prove it, we’re giving out Easter eggs the way they should be: generous in size, because the only surprise at Easter should be the extra treats found in your egg.” They are handing out eggs 80% larger than a standard egg, to ensure no one is left disappointed.
Pete, in collaboration with the SIM only provider that avoids the annual price hikes seen by other brands this ‘awful April’, stated: “As the research shows, chocolate Easter eggs have been shrinking whilst prices have been increasing, so today we wanted to do our bit to give back to the British public.
“Did I need to be dressed as an Easter bunny to do this? No. But I am very happy to put a smile on people’s faces this Easter, who doesn’t want a free chocolate egg?”.
Out of 1,000 people polled, nine out of ten estimated that Easter eggs are generally smaller than they were just five years ago and 51% believe the chocolate is thinner than it used to be. As a result, a quarter of savvy shoppers are now frequently checking the weight of their egg before buying, to ensure it’s worth it.
In this case, 73% haven’t bothered buying an Easter egg because they simply thought it was too small for the price. The majority have instead then bought another form of confectionery product because they felt it offered better value than the egg they were originally intending on purchasing.
Beyond chocolate, those polled, via OnePoll, were also irritated by rising energy and water bills as well as council tax and mobile phone contracts.