Consumers think supermarkets should label ‘shrinkflation’ products


SUPERMARKETS should put labels on products to inform customers when they have shrunk in size/weight, 68% of respondents to a new study by Barclays have said.

The call comes as a higher proportion of consumers (76%) noticed examples of ‘shrinkflation’ in September than in August (71%), with chocolate (48%) remaining the most cited product impacted by this trend.

Of those participating in the study, nearly six in 10 (59%) said that they’ve noticed products have changed their packaging in order to disguise the produce inside is smaller or weighs less.

Esme Harwood, director at Barclays, said, “Eagle-eyed shoppers have spotted more examples of “surge pricing” and “shrinkflation”, and are becoming sceptical about the value of supermarket loyalty schemes. Consumers are also starting to pull back their spending in some non-essential areas, so that they can put more money aside for the festive season.”