Skip to main content

Shrinkflation: for better or for worse?

You are here

Are we being cheated as the size of product packaging shrinks and prices stay the same? Some would say yes, however our desire for healthier lifestyles, convenience and sustainability could say otherwise.

One of the main sectors affected by this ‘shrinkflation’ is the confectionery market. The downsizing of Dairy Milk, Snickers, Crème Egg packs and Quality street and Roses tins, has not been taken lightly.

Inflation in food costs initially triggered a downsizing trend back in 2012 as brands claimed their ingredients had increased in price. And, whilst we don’t agree that consumers should be tricked into buying products of a reduced size for the same price through special offer promotions, relaunches or claiming to contain ‘less fat’, it might not be all bad…

Consumers can equate quality with quantity but multipack and added extra packs aren’t necessarily all they’re made out to be. Multipacks can actually be one of the main culprits for shrinking individual products. Take confectionery again as an example where various bars and bags are actually smaller within multipacks; in some cases bars are up to a quarter lighter.

However, the good news is that smaller pack formats can have their perks.  They are usually easier to use, have increased functionality such as ready-to-eat or serve out-of-home capabilities, not to mention providing portion control; a function needed within the confectionery sector where temptation comes all to easily. Another great benefit of smaller pack sizes is for children.  With obesity rates rising and parent’s worried about their children’s health, smaller portion sizes can actually be a blessing in disguise.

Ultimately, it looks like the downsizing trend is one that is here to stay. So, rather than focusing on the negative, why not look to the positive effects smaller packs could have on our lives though the way of convenience and health benefits.

Add new comment

Plain text

  • No HTML tags allowed.
  • Lines and paragraphs break automatically.