Shrinkflation: consumers pay more for less

Consumers are extremely annoyed by sneaky price increases. This is evident from the reports the Consumers' Association received on its helpline Honest. Of over 1,500 reports, 900 were about shrinkflation. In this case, there is less in a package, but the price does not drop with it. The Consumers' Association calls on manufacturers and supermarkets to be transparent about these disguised price increases.

Karvan Cévitam was mentioned most often on the hotline, almost 400 times. The contents of its syrup bottles went from 750 ml to 600 ml, while the price only decreased by €0.10. As a result, consumers are paying 22% more per 100 ml. A tub of Gouda's Glorie Volle Pond butter now only contains 500g instead of 600g. But the price rose from €1.85 to €2.49, a 62% price increase per 100g. And a bag of Hema Coffee Pads now only contains 40 pads instead of 46. While the price went up from €3.00 to €3.50, an increase of 34% per coffee pad.

For other products, the price remained the same, while the content was reduced. For example, a bag of Lay's Chips went from 225 grams to 200 grams, Verkade Nobo Sprits from 200 grams to 150 grams and Swiffer Floor Wipes from 40 to 34 wipes in a box. Shrinkflation does not only occur with A-brands, by the way. The Consumers' Association also received reports on private label products such as Albert Heijn, Jumbo, Lidl and Plus' snacks and tapas.

Unfair

Sandra Molenaar, director Consumer Association: 'We are asking the Consumer & Market Authority to test the working methods of producers and supermarkets against the Unfair Commercial Practices Act. If there is extra content in a pack, manufacturers do put it big on the packaging. So even with reduced content, manufacturers should put something on the packaging. Then consumers are at least warned.'

Responses from manufacturers

When asked why packaging is shrinking, manufacturers answer that they have to deal with rising energy, transport and raw material costs. To keep the products from increasing too much in price, they put less content in the packaging. Manufacturers also cited an updated recipe and combating waste as reasons for smaller contents.

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