A recent report by consumer group Which? has highlighted a growing trend of ‘shrinkflation’ affecting families dealing with rising living costs. Major brands are scaling back the size or quality of various products, such as toothpaste, coffee, and heartburn medicine, while maintaining the same prices. Consumers have observed instances of shrinkflation in supermarkets, with examples like Aquafresh toothpaste reducing from £1.30 for 100ml to £2 for 75ml, representing a significant price hike per 100ml.
Further examples include Gaviscon liquid shrinking from 600ml to 500ml at the same price and Sainsbury’s Scottish Oats decreasing in size from 1kg to 500g while costing more. KitKat Two-Finger Milk Chocolate Bars have also seen a reduction in multipack quantity from 21 to 18 bars with a price increase at certain retailers.
Additionally, Quality Street chocolate tubs have shrunk from 600g to 550g at Morrisons, accompanied by a price hike. Similarly, Cadbury’s multipacks of Freddo and Fudge bars have been reduced from five bars to four at various supermarkets without a change in price.
Which? Retail editor Reena Sewraz emphasized the importance of transparency in pricing, urging supermarkets to ensure clear and consistent unit pricing to help consumers make informed choices. Manufacturers like Mondelez International and Nestle cited increased production costs, particularly for ingredients like cocoa, as the reason for product size adjustments.
The Food and Drink Federation highlighted the industry-wide challenges of rising ingredient and energy costs, leading to necessary product modifications to balance quality and affordability for consumers.
