Consumers ‘increasingly wary’ of new shrinkflation packaging trend


CONSUMERS are becoming ‘increasingly wary’ of certain items containing less of the actual product than suggested by the size of the packaging, a new report by Barclays has revealed.

A study by the bank found that seven in ten (70%) of consumers have noticed ‘slack filling’, which Barclays explained is a new ‘shrinkflation trend’ and sees items contain less of the actual product than suggested by the size of the packaging.

Of the products found to be slack filling, crisps was the most common (65%), followed by sweets and biscuits (43%), boxes of chocolate (42%), and washing detergent (21%).

Furthermore, over two fifths (41%) also reported that some Christmas food and drink products appear to be smaller or weigh less, despite costing the same or more than last year – namely boxes of chocolate (30%), cheese (14%), mince pies (12%), and Christmas pudding and cake (11%).

Esme Harwood, director at Barclays, said, “At the supermarket, value-for-money is still a priority, with consumers increasingly wary of ‘slack-filling’, when a product’s packaging hides unnecessary empty space inside. On a brighter note, supermarkets are also being given credit for trying to keep prices down, with one in three noticing price cuts on everyday items.”