Many families facing financial challenges due to the rising cost of living are now dealing with a new trend called ‘shrinkflation,’ as reported by consumer group Which?.
Major brands have been observed reducing the size or quality of various popular products, such as toothpaste, coffee, and heartburn medicine, while maintaining the same price. Consumers shared instances of shrinkflation they noticed in supermarkets recently.
For example, Aquafresh Complete Care Original Toothpaste was priced at £1.30 for 100ml but was reduced to 75ml for £2 at retailers like Tesco, Sainsbury’s, and Ocado, resulting in a 105% price increase per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles decreased from 600ml to 500ml, with the price remaining at £14 at Sainsbury’s, reflecting a 20% rise per 100ml.
Which? also highlighted the case of Sainsbury’s Scottish Oats, which shrank from 1kg to 500g, yet the price surged from £1.25 to £2.10, indicating a 236% increase per 100g.
Additionally, multipacks of KitKat Two-Finger Milk Chocolate Bars saw a reduction from 21 bars to 18 at Ocado, with the price climbing from £3.60 to £5.50.
Consumers planning to purchase chocolate tubs for the upcoming festive season might notice smaller boxes this year. Quality Street chocolate tubs have been downsized from 600g to 550g, while the price for the reduced tub at Morrisons rose from £6 to £7.
Furthermore, Cadbury’s multipacks of Freddo and Fudge bars decreased from five bars to four at Morrisons, Ocado, and Tesco, although the price of £1.40 remained unchanged.
Commenting on this trend, Which? Retail editor Reena Sewraz emphasized the importance of transparency in pricing by supermarkets to help consumers make informed choices amidst financial pressures and upcoming expenses like Christmas.
Representatives from Mondelez International, the maker of Cadbury products, and Nestle, the maker of KitKat, acknowledged the challenges posed by rising input costs such as cocoa and energy, leading to adjustments in product sizes or recipes to manage expenses while offering value to consumers.
The Food and Drink Federation highlighted the significant cost increases faced by manufacturers, including steep rises in cocoa prices and other expenses like national insurance hikes, which have necessitated product modifications to maintain affordability for consumers.