UK supermarkets are locked in a competitive Easter egg price war this year, offering shoppers cheaper deals despite rising chocolate costs and ongoing concerns about shrinkflation.

With the cost of living still affecting many households, the seasonal battle between retailers has led to a number of popular Easter treats dropping in price compared with last year. The reductions come as a surprise to many consumers, particularly as chocolate prices overall have increased significantly due to higher global cocoa costs, which have risen by up to 14.2% in the last year.

Several well-known Easter favourites have seen small but noticeable price cuts. For example, Cadbury Creme Eggs are now selling for around 70p at some supermarkets, down from around 75p last year.

Multi-buy deals have also improved, with offers such as eight-packs of Creme Eggs being reduced to around £4.50, compared with £4.75 the previous Easter.

The Kinnerton Bluey Egg 50g was £1.48 in April 2025 but Asda now has it for £1.25, while the Milkybar White Chocolate Egg is £1.40, down from £1.48.

Andrew Opie from the British Retail Consortium said strong competition between retailers has kept prices low: “Fierce competition between retailers has helped to keep price rises in check over the past month, with promotions across various products, including seasonal chocolates.”

Sarah-Jane Outten, shopping expert at MyVoucherCodes, also said new Easter egg varieties sold over the past few years had bloated the market: “This is a nice little win for consumers, who have ended up with both more choice and lower prices.”

However, the price cuts come against the backdrop of a wider industry issue: shrinkflation.

Many chocolate products have gradually reduced in size while prices have stayed the same or increased. This is largely due to rising production costs, including higher cocoa prices and increased manufacturing expenses.

Despite this, the current supermarket price war means shoppers may still be able to pick up a sweet treat at a bargain price this Easter.