BRITS are irritated by ‘chocflation’ – where Easter eggs have shrunk in size yet cost more than ever.
According to a poll of 2,000 adults, 85 per cent believe shrinkflation has affected the size of the chocolate treats – with 68 per cent bothered by the change.
Half have bought an egg for a loved one – only for the recipient to be underwhelmed by the size of the egg inside the box.
While 85 per cent were irked by how brands ‘hide’ the size of an egg with the packaging, with 71 per cent feeling shortchanged by its size.
The research was commissioned by SMARTY Mobile, which has teamed up with Pete Wicks to hand out huge Easter Eggs, 80 per cent larger than a standard egg, to ensure no one is disappointed.
Pete, speaking in partnership with the SIM only provider, which avoids annual price hikes commonly seen by other brands in April, said: “As the research shows, chocolate Easter eggs have been shrinking whilst prices have been increasing, so today we wanted to do our bit to give back to the British public.
“Did I need to be dressed as an Easter bunny to do this? No.
“But I am very happy to put a smile on people’s faces this Easter, who doesn’t want a free chocolate egg?”
It also emerged 87 per cent estimate eggs are generally smaller than they were only five years ago – and as a result, 24 per cent are frequently checking the weight of their potential purchase.
And 51 per cent believe the chocolate is thinner than it used to be.
Yet, Brits are willing to spend an average of £5.70 on the average branded egg.
However, 73 per cent haven’t bothered buying an Easter egg because they simply thought it was too small for the price.
As a result, 62 per cent have bought another confectionery product entirely because they felt it offered better value than the traditional offerings.
While 79 per cent would be more likely to buy an egg if a brand made a point of making them bigger than they were in the past.
Beyond chocolate, those polled, via OnePoll, were also irritated by rising energy and water bills – as well as council tax and mobile phone contracts.
Sayed Hajamaideen at SMARTY Mobile, which is offering 80GB for £10, said: “Year after year, customers are hit with hidden price increases on everyday purchases, from household bills to even Easter eggs.
“Life shouldn’t come with sneaky charges.
“That’s why we keep things simple—no unexpected price hikes, just great value.
“And to prove it, we’re giving out Easter eggs the way they should be: generous in size, because the only surprise at Easter should be the extra treats found in your egg.”
