What is shrinkflation and why it matters now
Shrinkflation is the practice of reducing the size or quantity of a product while keeping the price the same or higher. For households already battling tight budgets, this behind-the-scenes tactic means you’re paying more per unit even when the sticker price hasn’t changed. Recent consumer watchdog reports highlight several high‑profile examples across everyday staples, from toothpaste to coffee and heartburn remedies, underscoring the growing impact on household budgets.
Examples that have raised concern
One of the most notable cases involves Aquafresh Complete Care original toothpaste. Buyers in several major retailers saw the tube shrink from 100ml priced at £1.30 to 75ml for £2—a dramatic increase in cost per 100ml. The shift drew a response from Haleon Great Britain and Ireland, the Aquafresh owner, who emphasized the need to balance price pressures with quality for families.
Gaviscon, a popular heartburn remedy, also reduced its bottle size from 600ml to 500ml while some retailers kept prices unchanged, effectively inflating the cost per millilitre. Nestlé’s Nescafé original instant coffee followed a similar pattern, trimming a 200g can to 190g at several major supermarkets, indicating a higher cost per 100g even as shoppers click through promotional banners. Nestlé attributed price realities to broader manufacturing cost increases and retailer discretion on pricing.
Chocolate and biscuit brands were hit as well. Quality Street tubs slipped from 600g to 550g, with some stores raising prices, amplifying the per‑gram cost. Similarly, Club and Penguin biscuits, produced by McVitie’s, faced scrutiny for changes that lowered cocoa content in favor of palm and shea oils—an alteration that trade press flagged as diverging from traditional chocolate biscuit recipes.
Why brands shrink, and what it means for shoppers
Manufacturers say cost pressures—from raw materials like cocoa and energy to freight—force difficult decisions. The resulting shrinkage can be a way to contain price signals without triggering headline price hikes. However, it has real consequences for how households budget, particularly in a price environment already strained by inflation and the approach of the holidays.
Which? argues that changes to size or recipe should be clearly disclosed at the point of sale so consumers can make informed choices. Clear unit pricing—visible price per 100g, per 100ml, or per unit—helps shoppers compare value across brands and packaging sizes, reducing the risk of paying more for less.
What shoppers can do to protect their budgets
Experts recommend a few practical steps: check unit prices in-store and online, compare pack sizes across brands, and stay alert for packaging changes that aren’t immediately obvious on shelf labels. When in doubt, shoppers can ask store staff for the unit price and any changes that have occurred. Retailers retaining transparent unit pricing and consistent display formats can make it easier to identify the best value at a glance.
Beyond the checkout: broader market signals
Recent shop price data from the British Retail Consortium shows a softening inflation rate overall in October, helped by lower sugar prices and early Black Friday promotions. Yet food inflation remains stubborn, particularly for fresh items, while ambient goods and non‑food sectors experienced notable discounting. The shifting mix of promotions and price strategies means consumers should stay vigilant about value across the board, not just in staples.
Bottom line
Shrinkflation is reshaping how households manage grocery budgets. While some brands justify changes as responses to rising costs, transparency is key. Shoppers benefit when retailers highlight unit pricing and clearly disclose any tweaks to size or recipe, empowering people to weigh value against the price they pay at the till.
