Easter eggs are becoming increasingly expensive, with the clever effect of 'shrinkflation.'

Almost 9 out of 10 Italians report an increase in prices of typical Easter products, with chocolate eggs being perceived as not only more expensive but also smaller compared to the past. This is highlighted by a survey conducted by Udicon (Union for the Defense of Consumers) in collaboration with Istituto Piepoli, showing that the price increase is considered "strong" by the majority of Italians. However, what is most criticized is the reduction in product quantities at the same price. For 46% of respondents, the Easter eggs offered are now smaller, and for 85%, they are expensive. Almost all respondents, 84%, notice the effect of inflation, which translates into reduced quantities while maintaining prices and packaging, known as "shrinkflation" (a commercial strategy that keeps the price of a package unchanged but with less product, ed.). This phenomenon bothers consumers so much that it affects the purchasing choices of 3 out of 4 Italians. Respondents suggest that it would be better, or more correct, to keep the same quantity and raise prices.

On the increase in Easter eggs, the Codacons also intervenes, stating that the price hikes range from 6 to 10%. For the colombe, they are around 3%. "The increases are more contained than in the last two years, but this year buying a chocolate egg will still be more expensive," says Codacons. In supermarkets and grocery stores, net of offers and promotions, there are upward adjustments compared to last year ranging from +6% to reaching +10% for some brands. Per kilo, the price of a branded chocolate egg can indeed exceed 77 euros in 2026, compared to 70 euros last year. Depending on the size, brand, and chosen line (whether for adults or children), the cost of a chocolate egg sold in large retail chains ranges from 7 to 22 euros. For artisanal ones, the average price varies between 30 and 40 euros, while for gourmet eggs it can exceed 100 euros each. The situation is better for colombe: for classic ones, the price increases compared to last year are around +3%, with the average prices of industrial ones ranging between 5.40 and 15.90 euros. The filled ones, on the other hand, cost more: between 8.50 and 19.90 euros. The business of Easter eggs and colombe is worth over 600 million euros annually in Italy.

The increases in classic chocolate eggs are recorded despite the cocoa prices having significantly decreased: today the average price on the markets is about 3,300 dollars per ton, compared to the record of 12,000 dollars at the end of 2024, while in March 2025, a year ago, the prices were around 8,000 dollars per ton, with a depreciation of -58% in 12 months. However, the eggs and chocolate-based confectionery sold today in stores have been made with cocoa purchased earlier by food industries at prices significantly higher than today's, and producers still need to sell off the quantities of raw material acquired during the record prices: for this reason, despite the drop in cocoa prices, the retail prices of Easter eggs have not recorded any decrease.