Easter egg sales have cracked and fallen by 12% under the pressure of rising prices and inflation.

They dropped by 600,000 in the build up to the holiday which amounts to a £200,000 slump in sales.

It left sales of the confectionery topping out at £11.3million, a 2% decrease from 2023 when sales totalled £11.5million.

Popularity of the chocolate eggs melted away across four major British supermarkets, according to new figures from retail data experts Reapp.

It comes as the average price of an egg in British supermarkets has leapt by 11% year on year going from £2.27 in 2023 to £2.52 today.

Consumers reluctant to shell out more for Easter eggs may have turned to less seasonal chocolate instead.

Overall, confectionery sales rose in the buildup to Easter by 2% year-on-year to £62million, despite the average selling price increasing by 10% (£1.77).

James Lamplugh, Reapp commercial director, said: "The evidence of dwindling Easter egg sales reflects a shift in consumer behaviour. With inflation and a more health-conscious Britain playing a big role in shaping the nation's baskets.

"With retailers having to satisfy HFSS legislation, Easter eggs are only being sold in dedicated seasonal isles meaning less visibility for the customer, it comes as no surprise to see fewer shoppers opting for Easter eggs this year.

"Our data demonstrates that as prices rise, shoppers are recalibrating their purchasing habits, favouring essential items over Easter eggs. It is crucial that retailers find the right balance through in-store promotions to incentivise sales."