Shrinkflation Hits Household Staples: KitKats, Gaviscon, and More See Sizes Dwindle
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Consumers are facing a hidden form of inflation as manufacturers quietly reduce the size of popular products – a practice known as shrinkflation – while maintaining or even increasing prices.A new report from consumer group Which? reveals that everyday items, from confectionery to medicine, are shrinking, leaving families feeling the pinch as the cost of living continues to rise.
The Shrinking Shopping Basket
The Which? examination found a widespread trend across numerous brands. Examples include Aquafresh Complete Care Original toothpaste, which has decreased from 100ml for £1.30 to 75ml for £2.00. Other notable changes include:
- Gaviscon Original Tablets: Pack size reduced from 32 to 24 tablets for the same price of £9.99.
- Cadbury Dairy Milk Freddo Treasures: Weight reduced from 600g to 550g for a price increase from £6 to £7 at Morrisons.
- Freddo multipacks: Offer four bars for £1.40 at Morrisons, Ocado, and Tesco, a reduction from five bars for the same price.
Beyond Size: Ingredient Downgrades
The issue extends beyond simply smaller portions.Which? also received reports of manufacturers altering product formulations to cut costs.A particularly concerning example involves white KitKats, where the amount of cocoa butter has fallen below 20%, disqualifying them from being legally classified as white chocolate. This follows similar changes to Penguin and club bars, which have lost their status as chocolate biscuits due to a higher proportion of palm and shea oil compared to cocoa, as previously reported.
“Supermarkets need to be more upfront about price changes,” stated a retail analyst at Which?, “to help households already under immense financial pressure get better value.”
Industry Response: Blaming Rising Costs
Manufacturers attribute these changes to escalating costs throughout the supply chain. A spokesperson for Mondelez International, the maker of Cadbury products, explained that adjustments to product sizes are a “last resort” but are necessary due to “significantly higher input costs across our supply chain,” including energy expenses.
A representative from Nestle acknowledged “meaningful increases in the cost of coffee” and stated that occasional “adjustments” are needed “to maintain the same high quality and tasty taste that consumers know and love.” They also emphasized that “retail pricing is always at the discretion of individual retailers.”
A spokesperson for the Food and Drink Federation further pointed to government policies, including increases to national insurance for employers and a new packaging tax, as contributing factors.
fresh Food Costs Continue to Climb
The Which? report arrives as data indicates continued pressure on food prices. Fresh food costs were 4.3% higher in October then a year prior, according to figures released by the British Retail Consortium (BRC) and market researchers NIQ. While overall food inflation decreased slightly to 3.7% from 4.2% the previous month, the cost of essential groceries remains a significant concern for consumers.
Black Friday and the Chancellor’s Budget Loom
The slowdown in overall shop price inflation is attributed to “fierce competition among retailers” ahead of Black Friday sales. This year, the annual shopping event coincides with the Chancellor’s budget declaration on Wednesday, november 26th.
Helen Dickinson, chief executive of the BRC, urged Rachel Reeves to implement measures to “relieve some pressures” keeping prices high, noting that last year’s national insurance increase “directly contributed to rising inflation.” She warned that “adding further taxes on retail businesses would inevitably keep inflation higher for longer.”
The trend of shrinkflation underscores the complex economic challenges facing both consumers and businesses, highlighting the need for transparency and proactive solutions to mitigate the impact of rising costs.
