Families facing financial challenges due to rising living costs are now encountering a new trend known as ‘shrinkflation,’ as highlighted by consumer watchdog 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 prices. Consumers have shared instances of shrinkflation they noticed in supermarkets recently.
For example, Aquafresh Complete Care Original Toothpaste was priced at £1.30 for 100ml but has now decreased to 75ml for £2 at Tesco, Sainsbury’s, and Ocado, representing a significant price increase per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles have shrunk from 600ml to 500ml, with no change in price at Sainsbury’s, resulting in a notable price surge per 100ml.
Further findings by Which? reveal that Sainsbury’s Scottish Oats packaging has been reduced from 1kg to 500g, with the price escalating from £1.25 to £2.10 per 100g, a substantial increase. Additionally, KitKat Two-Finger Milk Chocolate Bar multipacks have transitioned from 21 bars to 18 at Ocado, accompanied by a price hike from £3.60 to £5.50.
Shoppers preparing for the festive season should be aware of changes in chocolate tub sizes, with Quality Street tubs now reduced from 600g to 550g at Morrisons, while the price for the smaller tub has risen from £6 to £7. Moreover, Cadbury’s multipacks of Freddo and Fudge bars at Morrisons, Ocado, and Tesco have been downsized from five bars to four, maintaining a constant price of £1.40.
Reena Sewraz, the Retail editor at Which?, emphasized the importance of supermarkets being transparent about pricing to aid consumers in making informed decisions amidst financial constraints. She stressed the need for clear and consistent unit pricing to facilitate easy cost comparison across different product sizes and brands, ensuring shoppers receive the best value.
Representatives from Mondelez International and Nestle acknowledged the challenges posed by increased production costs, particularly in raw materials like cocoa, necessitating adjustments in product sizes or formulations to manage expenses. The Food and Drink Federation highlighted the overall rise in ingredient and energy costs, prompting manufacturers to adapt products to maintain affordability for consumers.