If you’ve recently reached for your favourite chocolate or butter only to find the packet a little lighter than before, you’re not imagining things. After Quality Street, Kerrygold is the latest brand to face criticism over shrinkflation, a tactic increasingly used by companies across industries as production costs rise.
What is shrinkflation?
Shrinkflation occurs when a product reduces in size, quantity, or weight while maintaining the same price. In simple terms, you’re paying the same amount of money for less product.
This isn’t just limited to food items. Household goods, personal care products, and beverages have also been quietly affected.
Companies know customers are more likely to notice price increases, so instead they may reduce the size of products while keeping prices the same. In many cases, the changes are small enough to go unnoticed at first glance.
Shrinkflation hurts your finances
On the surface, shrinkflation might seem harmless. After all, the price hasn’t changed. But if a 500g pack of butter drops to 450g without the price adjusting, your effective cost per gram has increased.
Over time, and across multiple products, this can quietly reduce your purchasing power. In effect, shrinkflation is a form of hidden inflation.
Shrinkflation can also make budgeting more difficult. If you’re tracking your weekly grocery spend, your usual budget may no longer cover the same quantity of goods, leading to subtle but consistent overspending.
How to spot shrinkflation
Compare packaging weight
Always check the grams, litres, or units listed on the packaging, especially if the product design looks the same.
Monitor portion size changes
Paying attention to net weights and portion sizes can help you identify changes and compare which products offer better value.
Keep an eye on price per unit
Many supermarkets now include unit pricing on shelf labels, making it easier to compare products and spot changes in value.
Notice packaging tricks
Manufacturers sometimes redesign packaging to make products appear fuller or larger, even when the quantity inside has been reduced.
How to reduce the impact of shrinkflation
Buy in bulk
Larger packs can sometimes provide better value and may be less likely to shrink in size.
Switch brands
Some brands keep sizes consistent to maintain customer trust and loyalty.
Track unit prices
Focus on the cost per gram or millilitre rather than the overall sticker price.
Plan purchases
Shopping with a list can help reduce impulse buys and make it easier to compare value across products.
Stay informed
Consumers often share examples of shrinkflation online, whether through blogs, forums, or social media. The more informed you are, the easier it is to spot changes and make smarter purchasing decisions.
Shrinkflation is a subtle but real pressure on household finances. While the price on the shelf may stay the same, smaller product sizes can add up over time and leave consumers paying more for less.
By checking labels, comparing unit prices, and staying alert to packaging changes, you can reduce the impact of shrinkflation and make sure you’re getting the value you expect.
If you have any thoughts on this topic, or any other consumer issues you would like us to cover, feel free to get in touch with us at support@resolver.co.ukÂ
