Consumers facing financial challenges are confronted with a new trend called ‘shrinkflation,’ according to consumer group Which?. Major brands have been observed reducing the size or quality of various products, such as toothpaste, coffee, and heartburn medicine, while maintaining the same prices. Shoppers have identified instances of shrinkflation in supermarkets, including reductions in the size of products without a corresponding decrease in price.
For example, Aquafresh Complete Care Original Toothpaste saw a decrease from 100ml to 75ml while the price increased from £1.30 to £2 at Tesco, Sainsbury’s, and Ocado, resulting in a 105% price hike per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles were reduced from 600ml to 500ml at Sainsbury’s, with the price remaining at £14, representing a 20% increase per 100ml.
Further investigations by Which? revealed that Sainsbury’s Scottish Oats packaging shrank from 1kg to 500g, with the price rising from £1.25 to £2.10, indicating a 236% increase per 100g. KitKat Two-Finger Milk Chocolate Bar multipacks were also affected, decreasing from 21 bars to 18, while the price at Ocado surged from £3.60 to £5.50.
Moreover, Quality Street chocolate tubs have been downsized from 600g to 550g at Morrisons, with the price rising from £6 to £7. Additionally, Cadbury’s multipacks of Freddo and Fudge bars were reduced from five bars to four at Morrisons, Ocado, and Tesco, maintaining the price at £1.40.
Retail editor Reena Sewraz from Which? expressed concerns about the impact of such changes on households already facing financial strains, particularly with the approaching holiday season. She emphasized the need for supermarkets to be transparent about pricing, ensuring clear and consistent unit pricing to facilitate easy comparison for consumers seeking the best value.
In response to the shrinking products, Mondelez International, the maker of Cadbury items, attributed the changes to rising input costs, especially for ingredients like cocoa and dairy. Similarly, Nestle, the manufacturer of KitKat, acknowledged the challenges posed by escalating cocoa prices and highlighted their efforts to maintain efficiency and absorb cost increases when possible. The Food and Drink Federation noted the significant rise in ingredient and energy costs, leading manufacturers to adjust products to balance quality and affordability for consumers.
