Brits are feeling the pinch of ‘chocflation’ as Easter eggs appear to have diminished in size but their prices seem to be growing. A recent survey reveals that a whopping 85% believe shrinkflation has impacted the size of these annual chocolate delights, with a significant 68% expressing dissatisfaction with the change and consequently some are refraining from buying them.

A survey of 1,000 people revealed that nine out of ten believe Easter Eggs are generally smaller than they were just five years ago and 51% think the chocolate is thinner than it used to be. Many customers feel cheated by the deceptive packaging, which gives the illusion of larger eggs. The majority saw this as brands using the packaging to ‘hide’ the real size of the egg.

The study discovered that Brits are prepared to shell out an average of £5.70 for a branded egg, but many have recently abstained due to perceived poor value for money caused by ‘shrinkflation’.

Easter Eggs are often bought as treats for loved ones, yet half of those who have done so reported that the recipient was underwhelmed by the size of the egg inside the box. Now, a quarter of savvy shoppers now frequently check the weight of their egg before buying to ensure it’s worth it.

Three quarters have actually refrained from buying an Easter egg because they simply thought it was too small for the price. The majority have instead opted for another confectionery product because they felt it offered better value than the Egg they initially intended to purchase.

The research was commissioned by SMARTY Mobile, who have partnered with Pete Wicks to distribute enormous Easter Eggs that are a staggering 80% larger than a standard egg, ensuring no one is left disappointed.

Pete, in collaboration with the SIM only provider that avoids the annual price hikes seen by other brands in April, stated: “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?”

Aside from chocolate, those surveyed, via OnePoll, were also frustrated 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, commented: “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.”