Shrinkflation Tightens the Household Budget
Across the UK, households are feeling the squeeze as brands quietly reduce the size or quality of everyday staples while prices stay the same. Consumer watchdog Which? has catalogued a string of shrinkflation examples—from toothpaste and coffee to heartburn medicine—indicating a coordinated effort to cut costs without prompting immediate price hikes at the till.
Notable Examples Raise the Alarm
One of the most cited cases is Aquafresh complete care original toothpaste. The product shifted from 100ml priced at about £1.30 to 75ml at £2 in major supermarkets, effectively a 105% increase per 100ml. Haleon, owner of Aquafresh, acknowledged cost pressures while affirming a commitment to high-quality, affordable products for families.
Gaviscon heartburn and indigestion liquid followed a similar pattern, shrinking from 600ml to 500ml while Sainsbury’s kept the price steady at £14, representing a 20% rise per 100ml. The brand did not respond to comment requests.
Instant coffee also fell victim to shrinkflation; Nescafé original went from 200g to 190g at several retailers, amounting to about a 5% price per 100g increase. Nestlé cited widespread cost pressures affecting manufacturing costs and noted that retailers decide final pricing.
Chocolate products, a staple for many households, saw reductions in size as cocoa prices climbed. Quality Street tubs dropped from 600g to 550g, with Morrisons increasing prices from £6 to £7—a 27% per-100g rise. Other biscuits, such as Club and Penguin, were highlighted for changes in composition toward more palm oil and shea oil and less cocoa, a shift earlier reported by industry press.
Why Shoppers Should Care
Which? argues that transparency is crucial. Changes to size or recipe should be clearly disclosed so consumers can compare value accurately. The watchdog’s retail editor, Reena Sewraz, emphasized that households are already under pressure as Christmas approaches, and that a clear focus on unit pricing helps shoppers identify true value across brands and packaging sizes.
Rising prices are not confined to groceries. The broader inflation picture offers a glimmer of relief: UK shop price inflation slowed to 1% in October, driven by lower sugar prices and early Black Friday promotions. Yet ambient goods, including processed foods and chocolate, benefited from discounting and competition, while fresh food inflation remained stubbornly high due to farming costs and supply dynamics.
What Retailers and Regulators Can Do
Industry observers say retailers must improve price transparency, ensuring unit pricing is prominent, legible, and consistent both in-store and online. This helps consumers easily compare the cost per 100g, per litre, or per unit across products and sizes, supporting smarter budgeting decisions.
For households navigating tighter budgets, a proactive approach to shrinkflation involves checking unit prices and calculating whether a change in size actually saves money in the long run. Consumers can also scrutinize packaging and ingredient lists for quality shifts, as some products reblend formulas or substitute ingredients amid cost pressures.
Looking Ahead
While some say inflation might be cooling, shrinkflation remains a subtle but potent challenge to consumer welfare. As retailers respond to market conditions, clear communication about product changes will be essential to maintaining trust and ensuring shoppers feel confident they’re receiving value for money.
