Easter Egg Price Wars Result in Modest Discounts

A broken Icelandic easter egg and the candy inside it.

The price of Easter eggs has gone down in the last couple of weeks as stores compete with pricing strategies. The cheapest chocolate treats can be found in Bónus, Extra and Krónan, while the most expensive eggs are in 10-11, Iceland and Krambúðin, Vísir reports.

In Iceland, Easter eggs are topped with a figurine, most often a yellow chick, and filled with candy along with a piece of paper with a proverb written on it. They are a ubiquitous part of Easter festivities among Icelandic families.

Big difference between stores

The Icelandic Confederation of Labour (ASI) has reviewed the prices of Easter eggs and found that the lowest prices have gone done by a few percentage points. On March 8, Heimkaup lowered their prices, with Extra, Bónus and Króna following suit.

The three stores where prices remain unusually high are 10-11, where the Easter eggs cost on average a whopping 40% more than the lowest prices, and Iceland and Krambúðin with a 38% and 37% deviation respectively. The biggest difference was on the price of a small “lava egg” from candy company Góa, which cost ISK 140 [$1, €0.90] in Krónan, but ISK 249 [$1.81, €1.70] in 10-11.

Bónus leads the way

Bónus consistently had the lowest prices, according to ASI’s review. Of the 34 Easter eggs under review in Bónus, the store sold 28 of them at the lowest price. Extra sold 34 of their 48 eggs at the lowest price, while Heimkaup sold 32 of the 46 eggs reviewed at the lowest price.

Survey Finds Iceland Priciest for Shoppers

Nettó Hagkaup Bónus Iceland Fjarðarkaup

According to a recent price survey by the Confederation of Icelandic Labour (ASÍ), Iceland is the most expensive supermarket chain in the country. Fjarðarkaup increased prices the least between years, although it is still the cheapest to shop in Bónus.

19% year-on-year increase

According to a recent survey conducted by the Confederation of Icelandic Labour (ASÍ), Iceland ranks as the most expensive supermarket chain in the country. The study, which included eight different supermarkets, was a follow-up to a similar survey carried out in October of the previous year. It showed that Iceland had the highest prices overall and also saw the most significant year-over-year price increase, at over 19%.

Among the surveyed supermarkets, Bónus had the lowest price levels, consistently offering the least expensive products. Fjarðarkaup, meanwhile, registered the smallest annual price increase, averaging about 6.5%.

Heimkaup, which held the distinction of being the most expensive supermarket last year, limited its annual price increase to 8%, moving it to fourth place in the current ranking. Hagkaup and Kjörbúðin are now the second and third most expensive supermarkets, respectively. Following Bónus in affordability are Króna and Nettó, with Fjarðarkaup trailing closely behind as the fourth least expensive option.