Families grappling with the rising cost of living are facing a new trend known as ‘shrinkflation’, according to consumer organization Which?. Major brands have been observed reducing the size or quality of popular products, such as toothpaste, coffee, and heartburn medicine. Consumers have highlighted instances of shrinkflation, where the product’s size or quantity decreases while the price remains unchanged, in supermarkets recently.
For example, Aquafresh Complete Care Original Toothpaste prices increased from £1.30 for 100ml to £2 for 75ml at Tesco, Sainsbury’s, and Ocado, representing a 105% price hike per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles shrank from 600ml to 500ml at Sainsbury’s but maintained a price of £14, indicating a 20% increase per 100ml.
Sainsbury’s Scottish Oats have also decreased from 1kg to 500g, with the price rising from £1.25 to £2.10, marking a 236% increase per 100g. Additionally, KitKat Two-Finger Milk Chocolate Bar multipacks now contain 18 bars instead of 21, with the price at Ocado increasing from £3.60 to £5.50.
Furthermore, Quality Street chocolate tubs have been reduced from 600g to 550g at Morrisons, while the price for the smaller tub has gone up from £6 to £7 this year. Additionally, Cadbury’s multipacks of Freddo and Fudge bars have decreased from five bars to four at Morrisons, Ocado, and Tesco, with the price remaining at £1.40.
Which? Retail editor Reena Sewraz expressed concerns about the financial strain on households due to rising food costs and impending holiday expenses. She emphasized the need for supermarkets to be transparent about pricing, ensuring clear and consistent unit pricing for easy comparison across different brands and packaging sizes to help consumers make informed decisions.
Manufacturers like Mondelez International and Nestle cited increasing input costs, particularly for ingredients like cocoa and dairy, as the reason for adjusting product sizes or recipes. The Food and Drink Federation highlighted the significant rise in cocoa prices and other cost escalations faced by manufacturers, necessitating adjustments to maintain affordability for consumers.