Shrinkflation Sucks!

UK consumers are getting worse value for money as more and more products fall prey to shrinkflation.  Shrinkflation describes products that shrink in size or quantity but prices remain the same or even increase.  Customers often don’t notice this change immediately. Some products have even shrunk multiple times in the past few years.  And it’s not just groceries which are prone to shrinkflation. Many household goods, toiletries and cosmetics are also being shrunk.

How Quality Street Chocolates Shrunk Over The Years

The above picture shows how Quality Street chocolates have shrunk over the years. In the late 1970s to early 1980s, Quality Street chocolates were sold in 2.5kg tins, costing about £4.99.   This works out to about £30 today or around £1.20 per 100 grams of chocolates.  Nowadays. Quality Street is sold in 600g tubs, costing around £6 per tub.  This works out at £1 per 100g of chocolates.  So, although Quality Street has shrunk in size, it is actually of better value for money today than it was in the 1970s.

Some Examples of UK Shrinkflation

• Walkers Crisps—Walkers crisps packets have shrunk from 35 grams to 32.5 grams, while the price has remained unchanged.
• Cadbury Dairy Milk- One of the most cited examples is Cadbury, which reduced the size of its Dairy Milk bars from 200 grams to 180 grams without a corresponding drop in price.
• Listerine Fresh Burst Mouthwash – shrank from 600ml to 500ml, but the price rose by 20%
• PG Tips Pyramid decaf Tea Bags dropped from 180 count to 140.
• Lurpak butter dropped 20% in size from 250 grams to 200 grams
• Pringles crisps shrank from 200g to 185g
• Kettle Chips dropped from 150g to 130g, and the price rose!
• Egg Noodles – two of the major manufacturers have dropped the pack sizes from 5 nests to 4
• Magnums Ice Cream – shrank from a 4-pack to a 3-pack
• Heinz – reduced the amount of beans in a 415g tin from 51% to 50%, but prices across their ranges have soared.
• Hellmans mayonnaise – dropped from 800g to 600g

Why Does Shrinkflation Happen?

Shrinkflation is a response to rising production costs. Companies facing increased expenses for raw materials, labour, and transport often reduce product sizes to maintain profitability without directly increasing prices.

The Effect on Customers

Shrinkflation can impact consumers, particularly when times are tough. As everyday products decrease in size, households have to buy more frequently, effectively increasing their overall spending. This hurts lower-income families, who are more sensitive to price changes and have less money to spare.

When customers realize they are receiving less product for the same price, they may feel deceived, and switch to a different brand. Consumers won’t buy brands they don’t feel offer good value.

What The Manufacturers Say About Shrinkflation

While shrinkflation is often criticised, businesses say it is necessary. Faced with rising costs, companies must choose between raising prices, which can deter customers, or reducing product sizes, which may be less immediately apparent.

Regulation

Consumer groups have called for greater transparency from manufacturers. They argue that clear labelling indicating size reductions or price-per-unit measures should be mandatory to help consumers make decisions.

Consumers, on their part, are becoming more vigilant. Increased awareness of shrinkflation has led to more scrutiny of product sizes and prices, with many turning to social media to share frustrations.

What is the worst example of shrinkflation you have found?  Tell us in the comments below!