Families facing financial challenges due to the rising cost of living are now confronting a fresh trend known as ‘shrinkflation’, as highlighted by consumer group Which?. Major brands have begun reducing the size or quality of popular products, including toothpaste, coffee, and heartburn medicine. Consumers were surveyed to identify instances of shrinkflation in supermarkets, where product sizes are decreased while prices remain the same.
Examples included Aquafresh Complete Care Original Toothpaste, which saw a decrease from £1.30 for 100ml to £2 for 75ml at Tesco, Sainsbury’s, and Ocado, resulting in a 105% price increase per 100ml. Additionally, Gaviscon Heartburn and Indigestion Liquid bottles shrank from 600ml to 500ml, with the price holding steady at £14 in Sainsbury’s, equating to a 20% rise per 100ml.
Further observations by Which? revealed that Sainsbury’s Scottish Oats reduced from 1kg to 500g, with the price climbing from £1.25 to £2.10, marking a 236% increase per 100g. In another instance, KitKat Two-Finger Milk Chocolate Bar multipacks decreased from 21 bars to 18 at Ocado, with the price rising from £3.60 to £5.50.
Shoppers planning to purchase chocolate tubs for the upcoming festive season may find lighter boxes this year, with Quality Street chocolate tubs shrinking from 600g to 550g. At Morrisons, the price for the smaller tub increased from £6 to £7. Meanwhile, Cadbury’s multipacks of Freddo and Fudge bars dropped from five bars to four at Morrisons, Ocado, and Tesco, maintaining a price of £1.40.
Reena Sewraz, the Retail editor at Which?, expressed concern over the financial strain on households, urging supermarkets to be transparent about pricing to help consumers make informed decisions. Manufacturers cited increasing input costs, such as cocoa and dairy, as reasons for product size adjustments, emphasizing the challenges they face in maintaining affordability.
Both Mondelez International, the maker of Cadbury products, and Nestle, the maker of KitKat, acknowledged the impact of rising cocoa prices on production costs. The Food and Drink Federation also highlighted the broader industry trend of cost increases, including ingredients and energy expenses, which have led to adjustments in product offerings to balance quality and affordability.