British consumers are facing a hidden price hike as manufacturers quietly shrink popular household products while keeping prices the same, according to a startling new investigation by consumer champion Which?
The Shrinkflation Hit List
Research has uncovered that dozens of everyday essentials have undergone significant size reductions, effectively forcing shoppers to pay more for less during the ongoing cost of living crisis.
Some of the most notable shrinkflation offenders include:
- Cadbury Dairy Milk - Shrunk from 110g to 90g while maintaining the same price point
- Andrex Classic Clean Toilet Roll - Reduced from 240 to 221 sheets per roll
- Colgate toothpaste - Tube size decreased from 100ml to 75ml
- Doritos - Share bag weight dropped from 180g to 150g
Why Shrinkflation Hurts Household Budgets
This stealthy practice means families are effectively paying higher unit prices without realising it, making already stretched budgets work even harder. With inflation remaining stubbornly high, these hidden increases add significant pressure to weekly shopping bills.
Industry Response and Consumer Advice
Manufacturers typically cite rising production costs and supply chain pressures as reasons for reducing sizes rather than increasing prices. However, consumer advocates argue this lack of transparency leaves shoppers in the dark about the true cost of their purchases.
"Consumers are being played for fools," said one industry analyst. "When prices go up, people notice. When packages shrink, it's much harder to spot unless you're paying very close attention."
How to Fight Back Against Shrinkflation
- Always check unit pricing on shelf labels rather than just package prices
- Compare sizes across different brands and retailers
- Consider switching to supermarket own brands that may offer better value
- Report suspicious size reductions to consumer protection agencies
As the cost of living crisis continues to bite, awareness of shrinkflation tactics becomes increasingly crucial for British households trying to make ends meet.
