Your favourite brands are scared of raising prices – but they’ll sting you another way
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You might find your box of Kleenex is missing a few tissues.
By Lauren Almeida
The spiralling cost of living crisis is affecting all aspects of British life, particularly at the supermarket. The average shopper will spend £380 more on groceries this year, according to the market research firm Kantar.
With inflation at a 40-year high of 9.1pc, it may come as a relief to shoppers to find that the prices of some of their favourite products have not changed.
But there is another way that brands are sneaking rising costs onto their customers – by simply reducing the size. This method of ‘shrinkflation’ has become increasingly common, as companies try to pass on the effects of supply chain disruptions and higher raw material costs – without the consumer noticing.
In the United States, consumers have reported that toilet rolls have shrunk, while ice cream – usually purchased by the gallon – has been melted down by several ounces.
In Britain, the food giant Nestlé cut the size of its Nesca...
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