Why your Christmas chocolate tubs are getting smaller

Do you ever feel that those big tubs of Christmas chocolates don’t go as far as they used to?

If so, you’re not imagining it.

Popular tubs like Quality Street, Celebrations, Roses and Heroes have got smaller.

But to make it worse, they’re getting more expensive - a phenomenon known as "shrinkflation".

So we’re paying more for less just to enjoy our favourite chocolatey treats this Christmas.

How much more are we paying?

Looking at the cost per 100g, the increases are pretty eye-watering.

Figures from the Energy and Climate Intelligence Unit (ECIU) show that Roses have gone up by 95% since 2021.

That’s followed by Celebrations (up 88%), Heroes (up 71%) and Quality Street (up 59%).

At the same time, the tubs themselves have reduced in size.

In the last four years, a pack of Celebrations has shrunk by 23%, and Roses are 17% smaller.

A tub of Quality Street, meanwhile, weighs 15% less, and Heroes have shrunk by 8%.

Why is chocolate shrinking?

The ECIU believes climate change is the main reason why chocolate lovers are paying more less.

“From chocolate to sugar to dairy, the ingredients in our festive favourites are being hit by extreme heat, floods and disease outbreaks across the world,” said food and farming analyst Chris Jaccarini.

“Climate change is making the family politics of who gets what from the big tub of chocolates that little bit more fraught this year, as boxes shrink and prices climb.”

How can I beat chocolate tub shrinkflation?

If you want to treat yourself to a tub of chocolates this Christmas, but want to make sure you’re getting the best value for money, there are a few steps you can take.

Check price per 100g/ml

Supermarkets list the price per 100g/ml on shelf labels, so you can compare by weight or volume - not just pack size - and see which item offers you the best value.

Try supermarket own brands

Supermarket alternatives often give you more for your money, without compromising on quality.

Use price comparison apps

Apps like Trolley or LatestDeals can show where to find the best deals on your favourite Christmas chocolate.