Perhaps in these days preceding Easter you stopped in front of the chocolate egg display, looked at the price, and asked yourself: “But has it always cost this much?“The answer is no. This year there are significant increases in prices on Easter eggs, with average increases of 3.7% compared to last year but with peaks of up to 19% for some brands.
This is according to a new survey by Altroconsumo which analyzed the prices of Easter sweets in 20 shops between Milan and Rome and 10 online shops.
The brands that increased their prices the most
Not all brands behaved the same way. The heaviest price increases concern Dolfin (+19.37%), Witors (+16.96%), Walcor (+12.18%), Perugina (+10.47%) and Ferrero (+9.36%). A list that has a certain impact, especially considering that we are talking about some of the brands most purchased by Italians.
On the other hand, brands such as Novi, Balocco and Dolci Preziosi show stable or even decreasing prices. It is therefore worth looking around a bit before choosing Easter eggs.
Speaking in general, perhaps the most surprising data concerns the price per kilo: on average Easter eggs exceed 57 euros, but the range is enormous, from just over 8 euros to over 130 euros for certain products. A variation which, contrary to what one might think, depends very little on the quality of the chocolate. What really makes the difference are the surprise contained, the licenses of characters or TV series, and the format of the packaging.
On the format front, the logic is simple: the larger it is, the less you pay per kilo. The Kinder GranSorpresa, for example, goes from 93 euros per kilo in the 150g format to around 69 euros in the 320g format. The same goes for licenses: within the same brand, the versions with characters or gadgets cost significantly more than the “neutral” ones. The 150g Balocco eggs, for example, go from 38 euros per kilo without a license to 45 euros with a license, almost 20% more for having a doll inside.
And the doves?
For Easter doves the situation is different: the average increase stops at 1%, practically stable compared to 2025. Of course, here too the price differences are notable, from 4 euros per kilo for industrial products up to 50 euros for artisanal ones, but at least there are no double-digit price increases for eggs.
However, pay attention to the packaging: what seems like a similar price isn’t always the case. Special doves are often smaller than the classic ones, but the price displayed on the shelf can be misleading. Looking at the cost per kilo, the difference becomes evident and can reach up to 25% even within the same brand, simply by changing flavor or format.
How to save
First of all, it is best to compare the price per kilo and not just that of the package, because different formats of the same product can have very different costs. It is also better to evaluate whether the character’s license is really indispensable, or whether a “generic” egg would be fine anyway.
Those who are not particularly attached to the date, then, can simply wait: the real discounts always arrive after Easter, and it is no coincidence that a good portion of consumers interviewed by Altroconsumo declared that they buy chocolate eggs after the holidays are over. Finally, exploring lesser-known brands can reserve positive surprises, especially this year when some big names in the sector have significantly increased prices.
Despite everything, around one in three consumers expects to spend more than last year, almost always not by choice, but because prices leave no alternatives.
