Consumers facing financial challenges are encountering a new trend called ‘shrinkflation,’ as highlighted by consumer group Which?. Major brands have been observed reducing the size or quality of various products, including toothpaste, coffee, and heartburn medication, while maintaining the same price. This practice, known as shrinkflation, has been noted by shoppers in supermarkets recently.
Examples of shrinkflation include Aquafresh Complete Care Original Toothpaste, which saw a decrease in size from 100ml to 75ml while the price increased from £1.30 to £2 at Tesco, Sainsbury’s, and Ocado. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles shrank from 600ml to 500ml, yet the price at Sainsbury’s remained at £14. Another instance found by Which? was Sainsbury’s Scottish Oats, which reduced from 1kg to 500g, with the price rising from £1.25 to £2.10.
Furthermore, KitKat Two-Finger Milk Chocolate Bar multipacks now contain 18 bars instead of the previous 21, with a price increase from £3.60 to £5.50 at Ocado. Quality Street chocolate tubs have also decreased from 600g to 550g at Morrisons, while the price has gone up from £6 to £7.
Additionally, Cadbury’s multipacks of Freddo and Fudge bars have been reduced from five bars to four at Morrisons, Ocado, and Tesco, maintaining a price of £1.40.
The consumer watchdog, Which?, emphasized the importance of supermarkets being transparent about pricing to help customers make informed decisions. Manufacturers cited rising input costs, particularly for ingredients like cocoa and dairy, as a reason for product size adjustments. Companies like Mondelez International and Nestle acknowledged the challenges of absorbing increased production costs while striving to maintain affordability for consumers.
The Food and Drink Federation pointed out that cocoa prices reached a 45-year high, contributing to higher manufacturing costs for food products. Rising costs across various aspects of production have compelled manufacturers to make changes to product sizes or compositions to balance quality and affordability for consumers.
