The discussion centers around the phenomenon of 'shrinkflation,' where products become smaller while their prices increase, and highlights how Milka chocolate has reduced its size from 100 grams to 90 grams while simultaneously raising the price from €1.49 to €1.99. This price hike represents nearly a 50% increase, which has led to Milka being voted as the 'Packaging Cheat of the Year 2025' by consumers. The manufacturer, Mondelez, attributes this change to the sharply rising costs of raw materials, particularly cocoa.

In January 2025, cocoa prices reached record highs of over €10,000 per ton, primarily due to poor harvests in West Africa, which supplies approximately 60% of the world's cocoa. However, the cocoa market stabilized throughout the year, causing some fluctuations in prices. Despite consumers becoming aware of the price increases and product shrinkage, chocolate remains a popular choice, illustrating the strong demand and emotional connection people have with chocolate products.

The article also explores the implications of rising food prices on consumer behavior, suggesting that while people may express frustration over the costs, many still opt to purchase chocolate due to its comfort and indulgence factor. This trend raises questions about consumer resilience in the face of economic pressures and the balance between cost and satisfaction when it comes to beloved products like chocolate.