Supermarket products getting smaller but the prices stay the same

Consumer association Which? published a report on Wednesday that reveals supermarket products are shrinking in size, but still cost the same.

Which? research has revealed the latest products that aren’t what they used to be after it asked its readers to report back on the products they had spotted that are smaller than they used to be. These include items such as the size of fruit juice cartons and the number of sheets on a loo roll. According to Which?, certain fruit juices had been sold in one litre cartons, but this measure was shrank to 850ml, despite the price staying at about GBP2.48. A pack of four toilet rolls was been reduced from 240 to 221 sheets, but was still priced the same at around GBP2.00.

Packs of coffee have also shrunk in size from 227g to 200g, despite costing approximately the same.

The association also used data from the independent shopping website mysupermarket to look further into smaller product sizes and found that diverse products such as toothpaste, chocolate biscuits and antibacterial wipes also featured on the list of shrinking products.

When asked by Which?, most manufacturers said that prices were set by supermarkets, but many refused to comment on whether shops were charged lower wholesale prices.

Which? editor Richard Headland was quoted by the BBC as saying: “Shrinking products can be a sneaky way of increasing prices. We want manufacturers and supermarkets to be upfront about shrinking products so consumers are not misled”.