Families facing financial challenges are encountering a new trend called ‘shrinkflation’, as per findings from consumer watchdog Which?. Major brands have reportedly reduced the size or quality of popular items, such as toothpaste, coffee, and heartburn medicine, while maintaining the same prices. Consumers provided instances of shrinkflation observed in supermarkets recently.
For instance, Aquafresh Complete Care Original Toothpaste saw a decrease in quantity from 100ml to 75ml at Tesco, Sainsbury’s, and Ocado, with the price rising by 105% per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles shrunk from 600ml to 500ml, yet the price at Sainsbury’s remained at £14, marking a 20% increase per 100ml.
Moreover, Which? revealed that Sainsbury’s Scottish Oats packaging reduced from 1kg to 500g, with the price climbing from £1.25 to £2.10, representing a 236% rise per 100g. KitKat Two-Finger Milk Chocolate Bar multipacks decreased from 21 bars to 18 at Ocado, accompanied by a price hike from £3.60 to £5.50.
Shoppers eyeing chocolate tubs for the upcoming festive season may notice downsized boxes. Quality Street chocolate tubs slimmed down from 600g to 550g, while the cost of the smaller tub at Morrisons increased from £6 to £7 this year. Additionally, Cadbury’s multipacks of Freddo and Fudge bars decreased from five bars to four at Morrisons, Ocado, and Tesco, maintaining the price at £1.40.
Reena Sewraz, the Retail Editor at Which?, highlighted the financial strain on households due to rising food costs and impending holiday expenses. Sewraz emphasized the importance of supermarkets being transparent about pricing to help consumers make informed decisions and get the best value.
Manufacturers like Mondelez International and Nestle cited increased costs of ingredients like cocoa and dairy, alongside other expenses like energy and transport, as reasons for adjusting product sizes or recipes. The Food and Drink Federation noted the significant rise in cocoa prices and overall production costs, leading manufacturers to make necessary modifications to maintain affordability for consumers.