Families facing financial challenges are encountering a new trend known as ‘shrinkflation’, as highlighted by the consumer group Which?. Major brands have been observed reducing the size or quality of popular products, such as toothpaste, coffee, and heartburn medicine, while maintaining the same prices. Consumers have shared instances of shrinkflation they have noticed in supermarkets recently.
For example, Aquafresh Complete Care Original Toothpaste was priced at £1.30 for 100ml but now costs £2 for 75ml at Tesco, Sainsbury’s, and Ocado, representing a significant price hike per 100ml. Similarly, Gaviscon Heartburn and Indigestion Liquid bottles decreased from 600ml to 500ml, yet the price remained at £14 in Sainsbury’s, resulting in a 20% increase per 100ml.
Further investigations by Which? revealed that Sainsbury’s Scottish Oats saw a reduction from 1kg to 500g, accompanied by a price surge from £1.25 to £2.10, marking a substantial increase per 100g.
In addition, KitKat Two-Finger Milk Chocolate Bar multipacks have been downsized from 21 bars to 18 at Ocado, with the price climbing from £3.60 to £5.50.
Shoppers preparing for the festive season may notice lighter chocolate tubs this year, with Quality Street tubs shrinking from 600g to 550g, while the price of the smaller tub at Morrisons rose from £6 to £7.
Moreover, 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.
Reena Sewraz, the Retail editor at Which?, emphasized the importance of supermarkets being transparent about their pricing to help consumers compare costs effectively across different products and sizes.
Mondelez International, the maker of Cadbury products, and Nestle, the manufacturer of KitKat, acknowledged the challenges posed by rising production costs, particularly in ingredients like cocoa and dairy. They highlighted the necessity of adjusting product sizes or recipes to manage these cost increases while striving to provide value to customers. The Food and Drink Federation also highlighted the significant cost escalations faced by manufacturers, impacting product offerings and pricing strategies.