Supermarkets are shrinking our food! Price comparison app reveals items that have shrunk in size but are still being sold at the same price
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We’ve all been there – we go to the supermarket to buy our favourite food only to find that it’s either out of stock or that the price has gone up.
But what if we told you that in some cases, the food itself has actually shrunk in size or weight despite its price being increased?
This is what Australian company Frugl — a comparison app that provides access to prices and specials across all major supermarkets — has discovered in their latest research.
They’ve found that some of our favourite foods have decreased in size or weight but their prices have stayed the same or increased. This is what’s known as “shrinkflation” and it’s something that all of us need to be aware of.
It was said that the numerous reports on "shrinkflation" cases in supermarkets have urged the company to investigate the claims.
Multiple reports on “shrinkflation” have prompted the price comparison app to investigate the claims. Credit: Getty Images.
Frugl Managing Director and CEO Sean Smith said: “Everyone has been concerned about the price increases of grocery products during the post-pandemic era, so we thought it would be interesting to see if retailers were using other tactics to offset rising production costs.”
“We had also noticed on our own trips to the supermarkets that some products seemed smaller in size so we decided to look into this further."
“It’s a tactic that has been around for years, but rarely acknowledged by the general public, as the average shopper isn’t closely looking at pack sizes.”
Mr Smith noted that with shoppers airing their frustration on "shrinkflated" goods on social media, manufacturers should be more upfront about the size and weight changes in their product packaging.
He advised: “For suppliers, it’s a smart move to reduce their unit production costs to increase or even protect profit margins during times of production cost increases, and it is commonly understood that shoppers are more price sensitive than product size sensitive.”
“What we’re seeing now however is that shoppers are becoming savvier and are realising what brands are doing.
“If this ‘shrinkflation’ trend continues into future production, brands either need to be more transparent about this change of value for consumers or utilise other tactics like changing product formats, such as the changes we’ve seen in chocolate bar size and shape.
“Otherwise there is a risk that customers who become frustrated about paying more for the same products will switch brands, or worse, the actual retailer.”
Shrinkflation can be a better alternative to combat inflation instead of raising the prices of goods according to Mr Smith. Credit: Getty Images.
Additionally, Mr Smith emphasised that while a lot of consumers think that the practice of "shrinkflation" is a "sneaky tactic" by companies to deceive their customers, it can be considered a better alternative for combating inflation compared to increasing the prices of goods.
He said: “I believe it’s a valid tactic in the face of rising costs."
“Shoppers can generally absorb slight reductions in product sizes, but may not be able to absorb the opposite, which is rising prices when general costs of living increases are putting pressure on them across the board."
“However shoppers are becoming more conscious consumers and generally want to support brands that respect them and value their business because there’s plenty of product alternatives to consider and brand loyalty is declining."
“Brands are doing what they can to cut down on production costs, given the recent economic climate we’re facing, but they need to be transparent about these changes and understand the potential impacts.”
Using comparison apps like Frugl can aid you with your budget tracking needs in your next grocery shopping, according to Mr Smith.
“Australians are now more switched on to what’s happening at the supermarket and are actively trying to battle the rising cost of living,” he explained.
“Frugl has ‘shopping list’ functions where customers can add products and track prices across a number of supermarket retailers, but also keep a history of products they regularly purchase to keep track of any changes."
“This can give them leverage to understand their weekly shop and how they can beat rising prices and the shrinkflation trend by choosing products at the best prices from different retailers.”
So, what are the products that experienced "shrinkflation"?
Frugl has provided a list of some supermarket favourites that have decreased in size.
Items that have reduced in size while retaining their original price:
- Mars Bar, $2: Previous size 53g; New size 47g. This is an 11 per cent decrease.
- Helga’s Wraps Traditional White, $5: Previous size 560g, 8-pack; New size 508g, 8-pack. This is a 9 per cent decrease.
- Arnott’s Tina Wafers, $3.05: Previous size 250g; New size 200g. This is a 20 per cent decrease.
- Oreo Cookies Original, $2: Previous size 137g; New size 133g. This is a 3 per cent decrease.
- Aqua Pure Fruit Splash Tropical Water, $2.65: Previous size 1.25L; New size 1L. This is a 20 per cent decrease.
- Infuzions Prawn Crackers BBQ Rib Flavour, $3.50: Previous size 100g; New size 90g. This is a 10 per cent decrease.
- Doritos Nachos Cheese Dip, $2.50: Previous size 300g; New size 280g. This is a 7 per cent decrease.
Items that have decreased in size and increased in price:
- Bega Peanut Butter
Old price $5.70; New price $5.90. This is a 20c increase.
- Bhuja Nut Mix
Old price $3.85; New price $4. This is a 15c increase.
- Finish Quantum Ultimate Pro Dishwasher Tablets Lemon
Old price $38; New price $40. This is a $2 increase.
- Cheetos Cheese Bacon Balls
Old price $2; New price $2.20. This is a 20c increase.
- Jumpy’s Multipack Chicken Chips
Old price $3.20; New price $3.50. This is a 30c increase.
- Twisties Chicken
Old price $2.00; New price $2.20. This is a 20c increase.
- Burger Rings
Old price $2.00; New price $2.20. This is a 20c increase.
We here at the SDC are doing our best to provide you with fresh information on the best deals and recommend tips for effective shopping. We recommend checking out the SDC's Money Saving Hacks for grocery shopping and other budget tips.
What are your thoughts on shrinkflation? Do you think it's a rip off if brands start selling smaller items at a higher price?
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