“Shrinkflation”: Are your products getting smaller?

Savvy shoppers have long complained of smaller package sizes, but now official figures confirm that over 2,500 consumer products have fallen victim to “shrinkflation”.

As many as 2,529 products have shrunk in size but are being sold for the same price, says the Office for National Statistics (ONS).

From toilet rolls to coffee and fruit juice, a range of consumer goods are affected.

For manufacturers, the change is often put down to the costs of ingredients and manufacturing.

Andrex, whose toilet paper rolls have shrunk from 280 to 221 sheets, justified the change by saying the quality had improved.

“Reducing the roll by a number of sheets has helped us make this multi-million-pound investment in product performance possible,” a spokesperson said.

Chocolate and confectionary is also a hard-hit category, with packets of Maltesers shrinking from 121g to 103g, and Toblerone changing its shape to create an overall shrinkage of 12%.

Toblerone’s manufacturers, Mondelez, said larger spaces between the product’s iconic triangles was “to keep the products affordable”, after experiencing higher costs for numerous ingredients.

Retailers often struggle to avoid off-putting price hikes, but new package sizes have faced criticism.

Mark Jones, a food and drink solicitor at law firm Gordons, said, “Suppliers and retailers do not want to raise the ‘on the shelf’ price, but both have had to adapt to increasing commodity prices.

“Shrinking the size of the products being sold, whether that is toilet paper, chocolate or cleaning products, is just another way of pushing through a price increase, but in a subtler way.”

Whether your business makes, distributes or sells consumer goods, you can protect your product liabilities and business operations with dedicated insurance. Talk to Tarian today to find out more.