Shrinkflation part of the negotiation to see our favourite products on the shelves

The British public may be hoping to finally see a glimpse of the sun, but retailers have already turned their thoughts from BBQ’s to the Golden Quarter or Christmas sales period.

Tubs of chocolate are now a mainstay of our Christmas food shop with tubs piled high at supermarket entrances to tempt us from August. However, is it just wishful thinking that tubs were bigger when we were younger? No! Once again Shrinkflation strikes and this time it is our chocolates in its sights. This year some tubs are reported to be reduced from 600g to 550g. Shrinkflation is when we see pack sizes getting smaller but prices remain the same or even increase.

Over the last couple of years with the cost of living crisis we have all felt the effects of spiralling prices at the supermarket. Retailers and manufacturers have not been immune from rising costs and shrinkflation has been one tactic to try and manage this. There is a perception by the customer that the product is the same price, but a reduced pack size means that the product change is concealed and less immediately apparent.

Of course Shrinkflation does not just affect chocolate, we have seen packaging shrink across our weekly shop from tea, to crisps and biscuits. Shrinkflation is not just due to the retailer seeking profit margins but rather part of the complex negotiations between supplier and retailer to offer customers their preferred products. Cocoa, a key ingredient has seen a significant rise in prices (although this is slowing down) and therefore these costs get passed on to the retailer and then the customer.

However, with ever shrinking tubs of how Christmas favourites how long will it be before they shrink beyond all recognition?

Image credit: Sarah Barker, Celebrations for a celebration, CC BY-NC-ND 2.0