How to beat chocolate shrinkflation

The festive season is in full swing and it’s time to have a few cheeky Quality Streets and get the kids’ selection boxes wrapped.

But when you tuck into your Christmas chocolate, you might find three issues.

• it doesn’t seem to go as far as it used to
• it’s not as chocolatey as it once was
• it costs more this year

Well, in each case, you’re not imagining it.

You’re seeing two retail phenomena collide:

• shrinkflation - a product getting smaller over time, but the price staying the same
• skimpflation - a manufacturer using cheaper ingredients and reducing the quality of an item, but not cutting the price

Why is chocolate shrinking?

Chocolate’s getting more expensive because of the rising costs of ingredients like cocoa and dairy products.

And in response, some food companies have changed their products’ recipes so they’re cheaper to produce.

To be classed as milk chocolate in the UK, a product must have cocoa solids and 20% milk solids

But just last week, we found out that Toffee Crisp and Blue Riband bars have fallen below this threshold, so Nestle must now describe them as “being "encased in a smooth milk chocolate flavour coating", rather than covered in milk chocolate.

Similarly, McVitie's recently had to start labelling its Penguin and Club bars as "chocolate flavour".

And to help keep their costs down, manufacturers are also reducing the weight of their products and putting fewer items in multipacks.

Cadbury’s, for example, recently changed its Brunch Bar multipacks so they have four bars instead of five, yet it kept the price at around £1.50.

And that came shortly after the weight of each Brunch Bar dropped from 32g to 28g.

Shops and manufacturers ‘should be more open’

Consumer group Which? has urged supermarkets and manufacturers to be upfront when they’re shrinking products or downgrading ingredients.

Speaking to BBC News, retail editor Reena Sewraz said: “Customers may not love the news.

“But [then] at least they don’t feel misled”.

She added that at a time when customers are looking to get the best value from what they buy, this practice can feel "especially sneaky".

What can I do to beat shrinkflation?

While we can’t control what food producers do, there are a few ways to keep more money in your pocket when prices and pack sizes are changing:

Check price per 100g/ml

Supermarkets list the price per 100g/ml on shelf labels, so you can compare by weight or volume - not just pack size - and see which item offers you the best value.

Try supermarket own brands

Supermarket alternatives often give you more for your money, without compromising on quality.

Use price comparison apps

Apps like Trolley or LatestDeals can show where to find the best deals on everyday items.

Buy in bulk (if it makes sense)

Larger packs can often work out cheaper in the long run, but only if you use them before they expire.

Stick to your list

Supermarkets want to tempt you into spending money, so write a shopping list and stick to it.

By being disciplined with your spending, you can avoid sneaky upsells, impulse buys and wasting your hard-earned money on items you don’t need or won’t use.