As we navigate the aisles of our local supermarkets, we trust that the products we've grown accustomed to will remain consistent in quality and quantity. However, a recent discovery by a vigilant data scientist, Adam Williamson, has revealed a subtle yet significant change in one of our pantry staples that may have slipped past the average consumer's radar.

Williamson, known as the Price Check Guy on TikTok, has brought to light a curious case of 'shrinkflation' involving Woolworths-brand 'tuna in oil.' According to his findings, the tuna content in these cans has decreased from 70 per cent to 65 per cent since 2022. This 5 per cent reduction might seem minor, but it raises questions about the transparency and value we're getting from our everyday purchases.


Upon inquiry, Woolworths explained that the change was made to enhance the product's taste, following customer feedback. They stated, 'To ensure the most delicious taste possible for customers, Woolworths reviews ingredients used in our own brand products from time to time. In 2023, following feedback, we improved our tuna range, providing a better mix of oil and tuna meat, and it's proved very popular with customers ever since.'


However, Williamson's investigation didn't stop at the percentage of tuna. He also noticed a switch in the type of oil used, from a blend of sunflower and olive oil to less expensive vegetable oils. This substitution is understood to be a measure for securing supply chains, but it also suggests a cost-saving move by the supermarket.


The practice of shrinkflation, where the size or quantity of a product is reduced while the price remains the same, is not new. Williamson's project initially focused on tracking price changes in major supermarkets but expanded as his audience began to notice and report shrinkflation in various items. From chocolate bars to fruit spreads, the phenomenon appears to be more widespread than many consumers realise.

Using his skills as a data scientist, Williamson developed an algorithm that automatically checks how the percentage of key ingredients in products changes over time. His findings have highlighted numerous products where the content of the main ingredient has been reduced, sometimes to just above 50 per cent.

Williamson's work is particularly important for seniors, who often have fixed incomes and rely on consistent pricing and product sizes to manage their budgets. The subtle nature of shrinkflation can make it challenging for shoppers to notice these changes, especially when they occur gradually over time.


The implications of shrinkflation extend beyond just getting less for your money. It can also affect the nutritional value of the food we consume. For example, a reduction in the tuna content of a can means less protein per serving, which is a crucial consideration for maintaining a healthy diet, particularly for older adults.

Williamson plans to make his findings more accessible to the public by releasing a weekly report on shrinkflation at both Woolworths and Coles. His efforts underscore the importance of consumer awareness and the need for transparency in the retail industry.

As members of the Seniors Discount Club, it's essential to stay informed about these changes and to voice our concerns to retailers. By doing so, we can hold supermarkets accountable and ensure that we continue to receive the value and quality we expect from our purchases.

Have you noticed any changes in the size or content of your favourite products? Share your experiences with us in the comments below, and let's keep the conversation going about how we can protect our interests as savvy shoppers.