Families facing financial challenges are now dealing with a new trend called ‘shrinkflation’, according to consumer group Which?. Major brands have been reducing the size or quality of popular products, such as toothpaste, coffee, and heartburn medication, while maintaining the same price. Consumers have noticed this phenomenon in supermarkets recently.
For instance, Aquafresh toothpaste saw a reduction from £1.30 for 100ml to £2 for 75ml at Tesco, Sainsbury’s, and Ocado, resulting in a 105% price increase per 100ml. Similarly, Gaviscon Heartburn Liquid decreased from 600ml to 500ml at Sainsbury’s, yet the price remained at £14, representing a 20% rise per 100ml.
Which? also highlighted the case of Sainsbury’s Scottish Oats, which shrank from 1kg to 500g, with the price going up from £1.25 to £2.10, marking a 236% increase per 100g.
In addition, multipacks of KitKat Two-Finger Milk Chocolate Bars dropped from 21 bars to 18 at Ocado with a price increase from £3.60 to £5.50. The watchdog also warned consumers that chocolate tubs like Quality Street have downsized from 600g to 550g at Morrisons, while the price went up from £6 to £7.
Furthermore, multipacks of Cadbury’s Freddo and Fudge bars saw a reduction from five bars to four at various supermarkets, maintaining a price of £1.40.
Which? emphasized the need for supermarkets to be transparent about pricing, especially with unit pricing, to help consumers compare costs effectively and make informed decisions. Manufacturers like Mondelez International and Nestle explained that rising input costs, particularly for ingredients like cocoa and dairy, have led to adjustments in product sizes to cope with increased production expenses. The Food and Drink Federation echoed similar sentiments, citing significant cost increases across the industry due to various factors.
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