A staggering nine in 10 Brits are infuriated by the phenomenon known as ‘shrinkflation’, where their beloved products have shrunk in size while the price remains unchanged.
A survey conducted among 2,000 adults revealed that 87 percent of respondents feel that the products they purchase have become smaller over the years. Among these respondents, 83 percent identified their favorite chocolates as the items most affected by shrinkflation.
The reduction in the size of Quality Street tins by up to 550 grams over the years has outraged 40 percent of adults. Additionally, 36 percent expressed their disappointment that standard Mars Bars are now 11.5 grams lighter compared to the 1980s.
Consumers are also dismayed to find that boxes of Jaffa Cakes now contain only 10 cakes instead of the usual 12, and Andrex toilet tissues have 21 fewer sheets per roll. As the Easter weekend approaches, 29 percent of respondents are still unable to accept the fact that Cadbury’s Creme Egg boxes now contain only five eggs instead of six.
A spokesperson for Lottoland’s Lotto x5, a game offering the chance to win £1 million for every £1 spent, commented on the issue: “Understandably, everyone wants value for money, and it seems with shrinkflation taking hold, we get less and less for the pound in our pocket.”
The survey revealed that 25 percent of adults feel they no longer receive value for money for their Terry’s Chocolate Orange, which has decreased in size from 175 grams to 157 grams. Furthermore, 37 percent of respondents were surprised by the reduction in weight of their tins of Roses, while one-fifth expressed disappointment over the 20 grams less in their Doritos sharing bags.
Brits have also noticed shrinkage in Birds Eye Fish Fingers, Maltesers, Sensodyne toothpaste, and Philadelphia, among other products. Of all the products, respondents expressed the most disappointment when their chocolate bars decreased in size (55 percent), followed by crisps (44 percent), and toilet rolls (38 percent).
Although 90 percent of adults consider it reasonable for products to cost less when they become smaller, 39 percent believe that they tend to become more expensive instead. One-third of Brits have boycotted a product entirely in protest of shrinkflation, and 70 percent admitted that they would remain more loyal to a brand that maintained the same product sizes, even if rival brands opted for smaller sizes.
Interestingly, 10 percent of the respondents have lodged complaints with shops or manufacturers due to their dissatisfaction with the size of a product. Since the beginning of the pandemic, over two-thirds of adults have been closely monitoring their spending, and 90 percent now prioritize value for money.
Regrettably, 72 percent of respondents feel that manufacturers offered much better value for money 30 years ago compared to today.
The spokesperson for Lottoland added, “Every penny counts at the moment, which is why Brits are doing their utmost to keep on top of their finances, right down to monitoring how much they are willing to spend on little luxuries.”
The products Brits are most saddened by due to shrinkage include:
- Quality Street – decreased from 1,200g in 2009 to 650g
- Tin of Roses – decreased from 1,100g in 2009 to 600g
- Mars Bar – reduced from 62.5g to 58g and further to 51g
- Bag of Maltesers – decreased from 121g to 93g
- Crème Egg – pack of 5 instead of 6
- Jaffa Cakes – reduced from 12 to 10 per packet
- Cadbury Heroes tub – decreased from 660g to 600g
- Cadbury’s multipacks – bars reduced to be under 200 calories each
- Toblerone bar – decreased from 400g to 360g
- Terry’s Chocolate Orange – decreased from 175g to 157g
- Birds Eye Fish Fingers – reduced from 12 to 10 per pack
- Doritos sharing bag – decreased from 200g to 180g
- Cadbury’s mini rolls – sold in packs of 10 instead of 12
- Andrex toilet rolls – decreased by 21 sheets per roll
- Aero mint – decreased from 120g to 100g
- M&Ms family bag – decreased from 165g to 140g
- Sensodyne Toothpaste – decreased from 100ml to 75ml
- Philadelphia – decreased from 200g to 180g
- Hovis bread – decreased from 800g to 750g
- Box of PG teabags – decreased from 250g to 232g
- Tetley Teabags – sold in packs of 88 instead of 100
- Coco Pops – large box decreased from 800g to 720g, small box from 550g to 510g
- Tropicana juice – decreased from 1.75L to 1.6L
- Surf washing powder – decreased from 25 washes to 23 washes
- Colman’s tartare sauce – decreased from 250ml to 150ml
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