British households are confronting a hidden financial squeeze on everyday essentials just weeks before Christmas, as new research exposes widespread 'shrinkflation' in supermarkets.
What is Shrinkflation and How is it Affecting Shoppers?
The consumer watchdog Which? has revealed that products including toothpaste, coffee, and heartburn medicine are quietly shrinking in size while their prices remain the same or even increase. This practice, known as shrinkflation, piles more pressure on families already struggling with the rising cost of living.
One of the most stark examples identified was Aquafresh complete care original toothpaste. The product shifted from costing £1.30 for a 100ml tube to £2 for a 75ml tube at major retailers like Tesco, Sainsbury’s and Ocado. This represents a shocking 105% price increase per 100ml, effectively doubling the cost for consumers.
How Are Companies and Supermarkets Responding?
When questioned about the changes, Haleon Great Britain and Ireland, the owner of the Aquafresh brand, stated they understand the financial pressures facing people in the UK. A spokesperson said, “Prices go up and down for a variety of reasons, and we always work hard for people to receive the highest quality products at the lowest price.”
Nestlé, another major manufacturer affected, pointed to rising production costs. A spokesperson explained, “We have seen significant increases in the cost of coffee, making it much more expensive to manufacture our products.” They also noted that final retail pricing is set by individual supermarkets.
Beyond toothpaste and coffee, the report also highlighted that chocolate and oats are among other products experiencing similar price rises through reduced pack sizes.
What Does This Mean for Christmas Shopping?
Reena Sewraz, Retail Editor at Which?, emphasised the timing of this issue. “Households are already under immense financial pressure with food bills inching up and the expense of Christmas looming on the horizon,” she said.
She called for greater transparency from supermarkets, urging them to ensure that unit pricing is prominent, legible and consistent both in-store and online. This would allow shoppers to easily compare costs and feel confident they are getting the best value for their money.
In a contrasting view, Helen Dickinson, the chief executive of the British Retail Consortium (BRC), pointed to “fierce competition among retailers and widespread discounting.” She noted that while food inflation remains high, it has eased for ambient goods, and discounts have appeared early in sectors like electricals and health and beauty ahead of Black Friday.
