A recent investigation by consumer group Which? reveals that families facing financial challenges are confronting a new trend known as ‘shrinkflation’.
Major brands have been observed reducing the size or quality of various products, such as toothpaste, coffee, and heartburn medication, while maintaining the same prices. Consumers were asked to share instances of shrinkflation in supermarkets over the past few months.
Examples included Aquafresh Complete Care Original Toothpaste, which transitioned from 100ml for £1.30 to 75ml for £2 at Tesco, Sainsbury’s, and Ocado, resulting in a significant price increase per 100ml. Additionally, reports indicated a reduction in the size of Gaviscon Heartburn and Indigestion Liquid from 600ml to 500ml at Sainsbury’s, while retaining the price at £14, representing a 20% rise per 100ml.
Further investigations by Which? uncovered that Sainsbury’s Scottish Oats decreased from 1kg to 500g, with the price climbing from £1.25 to £2.10, equating to a 236% increase per 100g.
In the confectionery aisle, KitKat Two-Finger Milk Chocolate Bar multipacks were found to shrink from 21 bars to 18 at Ocado, accompanied by a price hike from £3.60 to £5.50.
Consumers preparing for the holiday season may notice downsized chocolate tubs on the shelves. Quality Street chocolate tubs have been reduced from 600g to 550g, with the price of the smaller tub at Morrisons rising from £6 to £7.
Moreover, Cadbury’s multipacks of Freddo and Fudge bars decreased from five bars to four at Morrisons, Ocado, and Tesco, maintaining a price of £1.40.
Reena Sewraz, the Retail editor at Which?, expressed concern over the financial strain on households, emphasizing the importance of transparent pricing from supermarkets to assist consumers in making informed decisions.
Representatives from Mondelez International and Nestle cited increasing production costs, particularly in cocoa, as the driving force behind product size adjustments to mitigate economic pressures.
The Food and Drink Federation highlighted the significant rise in ingredient and energy costs for manufacturers, resulting in necessary product changes to balance affordability for consumers.
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