Shrinkflation strikes again: here’s how to fight back

Have you noticed your groceries looking a little smaller lately? You’re not imagining things. The products we buy in supermarkets and elsewhere really are shrinking, and yet the prices often stay the same, or, worse still, go up.

According to a new investigation by consumer group Which?, shoppers across the UK have spotted a fresh wave of shrinkflation, where brands quietly reduce product sizes but keep the price unchanged.

It’s not great, knowing you’re getting less for your money, but the good news is, there are things you can do to fight back.

What the latest shrinkflation investigation found

Which? asked shoppers to share examples of products they have noticed have recently been downsized. Here are some of the biggest offenders:

• Aquafresh complete care original toothpaste – shrunk from 100ml (£1.30) to 75ml (£2) at Tesco, Sainsbury’s and Ocado, a 105% price rise per 100ml.
• Gaviscon heartburn and indigestion liquid – bottles went from 600ml to 500ml, yet stayed at £14 in Sainsbury’s, a 20% increase per 100ml.
• Sainsbury’s Scottish oats – cut in half, from 1kg to 500g, while the price rose from £1.25 to £2.10, a 236% rise per 100g.
• KitKat two-finger milk chocolate bar multipacks – reduced from 21 bars to 18, while prices at Ocado increased from £3.60 to £5.50.
• Quality Street chocolate tubs – slimmed down from 600g to 550g, yet the price jumped from £6 to £7 at Morrisons.
• Cadbury’s Freddo and fudge multipacks – dropped from five bars to four at several supermarkets, but the price remained at £1.40.

It’s frustrating, especially when you realise you’re paying more for less without any warning.

Why are products shrinking?

Manufacturers point to rising production costs as the reason behind these changes. Ingredients like cocoa and dairy have become more expensive, and other costs, such as energy and transport, remain high.

Brands claim they’ve absorbed as much of these costs as possible, but with inflation still biting, many are resorting to reducing pack sizes to stay profitable.

How to beat shrinkflation

While we can’t control what food producers do, we can shop smarter. Here are a few simple strategies to make your money go further:

Try supermarket own brands

Own-brand or ‘value’ ranges often provide similar quality at a fraction of the price. Don’t be afraid to experiment, you might find some pleasant surprises.

Check price per 100g/ml

Ignore the size of the packaging and focus on the price per unit, which is shown on supermarket shelf labels. It’s the most accurate way to compare value across different brands and pack sizes.

Use price comparison apps

Apps like Trolley or LatestDeals make it easy to see where everyday items are cheapest, helping you spot genuine bargains.

Buy in bulk, when it makes sense

Larger packs can offer better value, but only if you’ll use them before they expire. Bulk buying works best for non-perishables like rice, pasta or cleaning products.

Stick to your list

Supermarkets are designed to encourage impulse buys. Having a shopping list, and sticking to it, helps you avoid unnecessary spending.

Shrinkflation isn’t going away anytime soon, but by shopping smart and staying alert to price changes, you can make sure you’re getting the best possible value.