Exchanging Easter eggs and tucking into a roast dinner are among the highlights of the spring holiday but Britons face paying more for this year’s celebrations after a sharp rise in the price of essentials such as chocolate, lamb and hot cross buns.
A leg of lamb joint now costs on average £13.94 a kilo in in supermarkets, which is 10%, or £1.31, more than last year, according to the price analysts Assosia. Over two years, the jump is nearly 27%, or approaching £3 more a kilo, based on the pre-promotion price across Tesco, Sainsbury’s, Asda and Morrisons.
The price of hot cross buns has also crept up, with supermarkets charging an average of £1.71 for a four-pack of premium “extra fruity” buns, which is 19p, or 12%, more than last year.
Tucking into chocolate eggs is an integral part of the annual festivities, and last year Britons spent more than £255m on Easter eggs, according to the data company Kantar. However, this year consumers are often being asked to pay more for a smaller egg.
When pack sizes are reduced and prices stay the same, or even go up, it is called “shrinkflation”. Some chocolate eggs from big names such as Cadbury and Mars have increased by more than 50% per 100g, according to research by the consumer champion Which?.
At Tesco, Which? found a Twix white chocolate Easter egg had increased from £5 to £6 in the run-up to Easter, and had also shrunk from 316g in 2024 to 258g, meaning the unit price (per 100g) had gone up by 47%.
Eagle-eyed shoppers have also spotted that a Terry’s Chocolate Orange has diminished in size, down from 157g to 145g. A Terry’s spokesperson blamed the decision on “sky-high cocoa prices due to massive cocoa shortages. We’ve put off making any changes for as long as we could, but … we’ve had to make adjustments to the weight of the balls,” they said.
Even Cadbury Mini Eggs now have a maxi price tag. At £1.80, an 80g pack costs 30p more than last year. In 2023 the average price was £1.25, according to the market research company Assosia. The increase is particularly noticeable on larger packs, with a family sharing bag hovering around the £5 mark.
“Shrinkflation is becoming more common as manufacturers try to offset rising production costs,” said Richard Price, a grocery analyst at Britsuperstore. “Brands often choose to reduce portion sizes to maintain affordability while keeping their pricing competitive. Unfortunately, this means consumers are getting less for their money.”
The most recent official cost of living data showed UK food prices rose 3.1% in the 12 months to February but a breakdown revealed some big increases. The price of lamb and chocolate was up by 16%. Meanwhile, Easter baking ingredients such as butter and eggs climbed nearly 19% and 5% respectively.
Chocolate has become more expensive because of poor harvests in west Africa, in particular Ghana and Ivory Coast, where more than half of the world’s cocoa beans are harvested. After hitting an all-time high of £10,137 a tonne last year, cocoa bean market prices had then fallen back but have recently marched higher, reaching £6,200 a tonne in late March.
At the same time, putting a Sunday roast on the table has become pricier, with one recent survey suggesting the overall cost of the favourite meal had risen 22% in the past 12 months and 76% over five years. The report by the supply chain company Inverto said the cost of elements such as beef, potatoes and cabbage was up sharply since 2020.
The dinner’s centrepiece, lamb, has also risen in price, with supplies tight. The British Retail Consortium economist Harvir Dhillon pointed to shortages, with the number of lambs slaughtered falling in 2022 and 2023. “In addition to this, demand was fairly strong, with consumers slightly less price sensitive and able to spend more on more expensive meat options.”
The price of unsalted butter is nearly 28% up on this time last year at £6,250 a tonne, and goes some way to explaining higher prices on supermarket shelves. It is being driven up by several factors, including tight stocks and higher Irish butter prices. “The UK is a net importer of butter and heavily relies on Irish butter,” said Jose Saiz, a dairy market analyst at the research firm Expana. “Thus, expensive Irish butter prices have had a knock-on effect on UK prices.”
