The supermarket food and drink inflation tracker by Which? shows the price of chocolate has risen by 16.5% over the past year – far more than the overall price of supermarket food and drink, which is up 4.4%.
The consumer champion’s tracker looks at 20 popular categories of food and drink at eight supermarkets – Aldi, Asda, Lidl, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose. It compared average prices across the same three-month and one-month periods year-on-year, including discounts but not multi-buys or loyalty card offers.
Egg-stra price hikes for Easter eggs
Which? found that some Easter eggs have gone up by as much as 56% per 100g, year-on-year.
At Lidl, an 80g pouch of Terry’s chocolate orange mini eggs was 99p in the run-up to Easter in 2024. However, in 2025, it’s not only more expensive at £1.35, but it has also shrunk to 70g. This equates to a rise of 56% per 100g.
The product has also shrunk at other supermarkets, but the price rise per 100g was less – 51% at Asda, 37% at Sainsbury’s and 14% at Tesco.
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At Morrisons, a Cadbury Creme Egg 5 Pack Mixed Chocolate Box 200g had risen from £2.62 in the run-up to Easter 2024 to £4 this year. This equates to a 53% price increase per 100g year-on-year.
In Tesco, a Twix white chocolate Easter egg had increased from £5 to £6 in the run-up to Easter year-on-year, and had also shrunk from 316g to 258g, meaning the price per 100g had gone up by 47%.
For Morrisons, Nestlé’s Kit Kat Chunky milk chocolate Easter egg stayed at the same price in the run up to Easter year-on-year at £1.50 but reduced in size from 129g to 110g, making it 17% more expensive per 100g.
Non-Easter chocolate prices also rising
Which? found the biggest examples of inflation on non-Easter chocolate, including budget own-brand chocolate.
Examples included Stamford Street Co. Milk Chocolate 100g at Sainsbury’s, which went up from an average of 50p to an average of £1.03, equating to a 108% year-on-year rise.
At Asda, a 200g bar of Fruit & Nut Milk Chocolate went from £1.33 to £2.30, an increase of 73% year-on-year.
Inflation on biscuits as a category was up by 8.5%, according to the tracker. However, some biscuits had much higher rates of inflation, suggesting that chocolate biscuit prices are also being impacted by high wholesale costs on cocoa.
Supermarket inflation
When Which? looked at supermarket inflation across the board, Sainsbury’s had the highest inflation on the food and drink products included in the tracker – with prices up by an average of 5.6% year-on-year. Tesco was not far behind, with inflation at 5.3%. Waitrose had the lowest rate of inflation, at 1.8% year-on-year.
Reena Sewraz, Which?’s money and retail editor, said: “There’s no better way to enjoy the spring bank holiday than spending time with loved ones and indulging in a cracking assortment of Easter chocolate, but if you don’t want to pay more for less, it is worth shopping around.
“You can still get a good deal on your Easter chocolate by looking for special offers, comparing the price per gram, or if you can, hold out until Easter Sunday, when many of the eggs are likely to be reduced.”
Why has the price of chocolate gone up?
The price of chocolate has risen significantly due to a global cocoa shortage, primarily caused by poor weather conditions and crop diseases in West Africa, which has led to reduced yields and higher prices.
A Mars Wrigley UK spokesperson said: “We know that the cost of living is front and centre for families across the country, which is why we remain focused on providing great, high-quality snacks at the best possible value for money. We will always absorb pricing pressures where we can, but rising manufacturing costs – driven in part by well-documented increases in the cost of cocoa – have meant that we’ve had to adjust some of our product sizes to minimise changes to list price, ensuring our snacks continue to deliver great quality and affordable value for families this Easter.”
A Nestlé spokesperson said: “Like every manufacturer, we have seen significant increases in the cost of cocoa, making it much more expensive to manufacture our products.”
