Retailer promotions help drive down Easter confectionery prices

Published on The Grocer

The cost of Easter confectionery in supermarkets has actually fallen year on year on a per kg basis – despite widespread reports of rocketing chocolate prices.

A snapshot of all Easter-themed confectionery on sale at Tesco, Morrisons, Asda, Sainsbury’s, Waitrose, Aldi & Lidl 10 days ahead of Easter reveal prices are 4.9% per kilo lower on average this year than last year [Assosia 26 March vs 10 April 2025].

In absence of multibuy offers – now banned by HFSS rules – retailers are leveraging loyalty and price promotions to keep down the price of Easter treats.

This year, 794 of the 1,158 (67.6%) lines available on promotion, compared with 611 of 1,210 (50.5%) lines over Easter 2025. Last year included 104 lines on multibuy – a promotional mechanic outlawed in October under rules to stop volume-based deals on on HFSS products.

Published on The Grocer, 31st March 2026.

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