Families facing financial challenges are encountering a new trend known as ‘shrinkflation’, as reported by consumer watchdog Which?. Major brands have been observed reducing the size or quality of various popular products, such as toothpaste, coffee, and heartburn medication, while keeping the prices unchanged. Shoppers shared instances of shrinkflation they noticed in supermarkets recently.
For example, Aquafresh Complete Care Original Toothpaste saw a reduction from 100ml for £1.30 to 75ml for £2 at Tesco, Sainsbury’s, and Ocado, resulting in a 105% price increase per 100ml. Similarly, the size of Gaviscon Heartburn and Indigestion Liquid decreased from 600ml to 500ml at Sainsbury’s, with the price remaining at £14, marking a 20% rise per 100ml.
Moreover, Sainsbury’s Scottish Oats packaging shrunk from 1kg to 500g, accompanied by a price jump from £1.25 to £2.10, reflecting a 236% increase per 100g. KitKat Two-Finger Milk Chocolate Bar multipacks also saw a decrease from 21 bars to 18 at Ocado, with the price rising from £3.60 to £5.50.
During the upcoming festive season, consumers eyeing chocolate tubs may find lighter boxes on the shelves. Quality Street chocolate tubs have transitioned from 600g to 550g, with the price of the smaller tub at Morrisons rising from £6 to £7 this year.
Furthermore, multipacks of Cadbury’s Freddo and Fudge bars reduced from five bars to four at Morrisons, Ocado, and Tesco, maintaining the price at £1.40.
Which? Retail editor Reena Sewraz emphasized the importance of supermarkets being transparent about pricing to aid consumers in making informed decisions amidst financial strains and upcoming expenses like Christmas. Manufacturers attributed product size adjustments to rising input costs, citing increased expenses in ingredients like cocoa and dairy, as well as energy and transportation costs.
Notably, Mondelez International, the maker of Cadbury products, and Nestle, the manufacturer of KitKat, acknowledged the impact of cost escalations on their production processes, necessitating occasional recipe adjustments to maintain affordability for customers. The Food and Drink Federation highlighted the industry-wide challenges posed by soaring ingredient and operational costs, leading to product modifications to sustain competitive pricing for consumers.
