Shrinkflation: why your favourite products are getting smaller

Have you noticed your favourite laundry detergent or chocolate bar disappearing quicker than usual? That’s shrinkflation at work!

Shrinkflation gets you less for your money. In the UK, it’s impacting items like crisps, sausages, toilet paper, chocolate bars and more, leaving families frustrated as their money doesn’t stretch as far​​​​.

Other countries are fighting back with clear labelling and consumer education.

But, why aren’t we doing the same in the UK?

It’s time to demand transparency and fairness​.

What is shrinkflation and its impact in the UK

Shrinkflation is the sneaky practice where products shrink in size while prices don’t change.

It’s like magic, but instead of pulling a rabbit out of a hat, your chocolate bar just vanishes.

This trick has hit many households in the UK, affecting items like chocolate bars, crisps, and even toilet paper.

Research shows that 65% of UK shoppers have noticed shrinkflation, especially on snacks​​​​.

It also leads to frustration, people get companies need to cut back their costs – we all do – but a bit of transparency wouldn’t hurt, right?

What is being done?

Around the world, some countries are taking action against the tactic and fighting back to help inform and protect consumers.

• France: The French government has made clear labelling on packages mandatory to alert shoppers about any reduction in product size​​. French supermarkets like Carrefour are even putting warning labels on downsized products, helping consumers avoid this sneaky trick​​. Displays need to be shown for two months.
• Germany: Consumer protection groups are monitoring and reporting shrinkflation cases, pushing for transparency from manufacturers, with reports of a new law that may be introduced.
• South Korea: Producers who don’t tell consumers that they’re shrinking products with notices on packages, websites, or at stores for three months after the change face a fine.

And the UK?

In the UK, the government hasn’t implemented any specific measures against shrinkflation, but they are talking about it.

However, there is growing consumer awareness and calls for greater transparency from manufacturers​​.

Brands caught out and how they’re responding

Several major brands and supermarkets have been caught shrinking-red-handed.

PG Tips Tasty Decaf Pyramid tea bags – shrank from 180 bags to 140 without a price drop

Lurpak Slightly Salted Butter – went from 225g to 180g at Morrisons and Sainsbury’s

Andrex Classic Clean Flushable Washlets Moist Toilet Tissue Wipes – from 40 to 36 in a pack at Asda, Sainsbury’s and Tesco

Heinz Baked Beans – reduced the number of beans in a tin, yet claimed it didn’t count as shrinkflation​​​​.

Other brands have done something called “skimpflation“, where they keep the product the same size and price, but reduce the ingredients:

Sainsbury’s Clotted Cream Rice Pudding – clotted cream replace with whipping cream

Morrisons Guacamole – from 80% avocado to 77%

Yeo Valley Spreadable Butter – from 54% butter to 50%

Brands often blame rising production costs for shrinkflation.

However, consumers feel short-changed and are calling for more transparency.

What can be done about shrinkflation?

Feeling short-changed?

Here’s how to fight back against shrinkflation:

• Check unit prices: Don’t be fooled by the price tag. Compare the cost per kilogram or litre.
• Look for offers: Snag special deals and bulk buys to make your money go further.
• Switch brands: Lesser-known brands often offer better value. Give them a try!
• Buy in bulk: Larger packs are usually more economical. Stock up and save.
• Speak up: Spot shrinkflation? Let the company know through social media or customer service. Make your voice heard!

By staying awake of what you buy and by making smart choices, you can dodge the shrinkflation trap and get the best value for your money.