Families facing financial challenges due to rising living expenses are now encountering a new trend called ‘shrinkflation,’ as revealed by consumer group Which?. Major brands have started reducing the size or quality of popular products such as toothpaste, coffee, and heartburn medicine while maintaining the same prices. Consumers have highlighted instances of shrinkflation in supermarkets recently.
For example, Aquafresh Complete Care Original Toothpaste, previously priced at £1.30 for 100ml, is now sold at £2 for 75ml in Tesco, Sainsbury’s, and Ocado, marking a 105% increase per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles have shrunk from 600ml to 500ml, yet the price at Sainsbury’s remains at £14, resulting in a 20% rise per 100ml.
In addition, Sainsbury’s Scottish Oats have decreased from 1kg to 500g, with the price rising from £1.25 to £2.10, reflecting a 236% increase per 100g. KitKat Two-Finger Milk Chocolate Bar multipacks have also seen a reduction from 21 bars to 18, with the price at Ocado climbing from £3.60 to £5.50.
Moreover, Quality Street chocolate tubs have been downsized from 600g to 550g, with the price at Morrisons rising from £6 to £7. Cadbury’s multipacks of Freddo and Fudge bars have also decreased from five bars to four at Morrisons, Ocado, and Tesco, while maintaining the price at £1.40.
Retail editor Reena Sewraz from Which? expressed concern over the financial strain on households, especially with increasing food costs and the approaching holiday season. Supermarkets are urged to be transparent about pricing, ensuring clear and consistent unit pricing to aid consumers in comparing value across different products.
Manufacturers like Mondelez International and Nestle attribute the product size changes to higher input costs, particularly for ingredients like cocoa and dairy, as well as elevated energy and transportation costs. They highlight the challenges in maintaining product affordability amid cost escalations in the supply chain.
The Food and Drink Federation acknowledges the significant rise in cocoa prices and other cost factors, emphasizing that adjustments to product offerings are sometimes necessary for manufacturers to continue providing quality products at reasonable prices for consumers.