Shrinkflation at Easter: smaller eggs but higher prices

Almost 9 out of 10 Italians report an increase in the prices of typical Easter products. Chocolate eggs, the symbol of this holiday, are smaller for 46% of Italians and for 85% they are expensive. It is the phenomenon of shrinkflation that is being noticed by many Italians who are also making a different purchasing choice. Shining a spotlight on the shrinkflation that reduces packaging to save costs is a survey by Udicon (Union for the Defence of Consumers) carried out with the Piepoli Institute in which it is shown that price increases are considered "strong" by the majority of Italians.

Another consumer association, the Codacons, is also measuring the price increase: in supermarkets and grocery shops, net of offers and promotions - it calculates - there are upward adjustments compared to last year ranging from +6% up to +10% for some brands. Per kilo, in fact, the price of an industrial brand chocolate egg can reach more than EUR 77 in 2026, compared to EUR 70 last year. The price of cocoa on the international markets dropped between 2024 and 2025, but this was not transferred to the price of the final goods. Things are going better for doves: for the classic ones, the price increases compared to last year are around +3%, with the average prices of industrial ones varying between 5.40 and 15.90 euro. Stuffed ones, on the other hand, cost more: between 8.50 and 19.90 euro. In any case, this is a business, that of Easter eggs and doves, worth more than 600 million euro annually in Italy.

On the other hand, the Udicon-Piepoli survey examines the phenomenon of shrinkflation, the reduction of quantity for the same price, which is perceived by 84% of respondents. A marketing choice that is punished. Three out of four Italians have changed their way of shopping (discounters, markets, brands). The change in consumption, Udicon explains, is a direct consequence of price increases and quantity reductions.

"These data tell of a reality that millions of families experience every day," explains Udicon's national president, Martina Donini. "It is not just a question of higher prices. It is a now generalised perception, which affects trust and the relationship between citizens and companies. Reducing quantities while maintaining the same price risks generating confusion and mistrust. Consumers need to be able to understand immediately what they are buying and how much they are paying.The fact that three out of four Italians have already changed their shopping habits shows how central the issue of purchasing power is in our country today. More and more families are looking for alternatives, comparing prices, changing brands or outlets. This is a signal that cannot be ignored and which calls for greater attention to consumer protection and information'.