As the festive season approaches, consumer watchdog Which? has been closely investigating the phenomenon of ‘shrinkflation’—a term that describes the practice of reducing the size or quantity of a product while maintaining or increasing its price. This trend has become particularly relevant as shoppers prepare for Christmas 2024, with rising costs impacting the traditional purchases of festive treats. In its latest research, Which? compared the size and prices of a range of popular holiday products from October 2023 to October 2024, revealing a concerning pattern that could lead consumers to pay more for less this holiday season.
The findings indicate that chocolate products seem to be the worst affected by shrinkflation, with several beloved festive treats experiencing notable reductions in size while their prices remain unchanged or rise. According to Which?, consumers looking for sweet indulgences this Christmas will have to be particularly vigilant about the chocolates they choose, as many of the iconic brands have reduced their product weights. In some cases, the price per 100 grams has increased substantially, which may leave wishing consumers appreciating how much less they’re actually getting for their money.
Among the notable examples, Cadbury’s Mini Snowballs, traditionally found in family-sized bags, have shrunk from a weight of 296 grams to just 270 grams—a decrease of approximately 9%. This change has resulted in a staggering price increase of 30% per 100 grams, raising eyebrows among consumers who may not have anticipated such a sharp rise. Another Cadbury product, the medium Santa selection box, has also seen a significant reduction in size, dropping from 145 grams to 125 grams, which marks a 14% decrease. What’s more troubling is the pricing—Morrisons has increased the price of this item per 100 grams by an astonishing 59%, although it remains stable at other retailers such as Sainsbury’s and Waitrose.
The Cadbury Buttons selection box has been similarly affected, with a weight reduction from 375 grams to 340 grams, resulting in a 9% decrease. Here, Sainsbury’s has again emerged as the retailer with the largest price increase per 100 grams, reflecting a growing trend in grocery pricing. Moreover, the popular Celebrations tub has shrunk from 600 grams to 550 grams—another 8% reduction with the largest increase per 100 grams occurring at Asda, though other supermarkets maintain similar pricing compared to previous years.
The classic Quality Street chocolates are not exempt from this phenomenon either. In this case, although the net weight of the entire 600-gram tub remains unchanged, specific varieties within the selection have been affected, with the purple hazelnut sweet shrinking by 12% and the orange one by 4%. This creates additional confusion for consumers who may assume they are purchasing the same quality product as before, only to discover discrepancies in their favorites.
Nestlé’s popular Dairy Box line has also come under scrutiny, with the ‘Winter Collection’ now featuring 36 chocolates instead of the previous 40—a different focus, with fewer varieties represented (dropping from 10 to 8 distinct chocolates). Interestingly, the price for this box has increased by £2 at Asda. Meanwhile, the smaller cartons of Dairy Box have seen a reduction from 20 to 16 chocolates, yet prices have remained unchanged. Even the classic collection from Nestlé is now down to 32 chocolates from 40, visibly indicating a shift in product availability and quantity that consumers are being forced to navigate during their seasonal shopping.
The underlying motivations for shrinkflation have gained significant attention as food price inflation became a prominent topic starting in 2022. Rising costs, sometimes attributed to environmental factors such as poor harvests in cocoa-producing regions of West Africa, have forced manufacturers to rethink their production and pricing strategies. In its latest report, Which? noted that chocolate prices have continued to increase, despite overall food inflation showing signs of slow decline. The average price of a bag of chocolates reportedly rose by 10% over the past year, while milk chocolate bars climbed by an average of 8%. This consistent uptick emphasizes the impact of inflationary pressures on traditional holiday indulgences and raises questions about consumer experience during the festive period.
In response to the ongoing discussions concerning shrinkflation, manufacturers have argued that they are doing their best to manage rising costs while maintaining product quality. A spokesperson for Nestlé, when addressing these changes, stated, “Like every manufacturer, we have experienced significant cost increases, making it much more expensive to manufacture our products. We have been working to be more efficient and absorb increasing costs where possible.” This approach often translates into changes in package size, which the company insists allows them to maintain the quality and flavor that consumers have come to expect.
Regarding the adjustments made to Quality Street chocolates, Nestlé noted, “The new sweets are slightly lighter, but the net weight of the tub remains the same. This means people are still getting the same amount of delicious Quality Street product they know and love—just in a slightly different format.” This statement points to the complexities within the confectionery market as companies navigate production costs while attempting to meet consumer expectations.
Mars Wrigley UK, the producer of Celebrations, echoed similar sentiments, stating recently, “We are actively looking at ways to absorb the rising costs of raw materials and operations, as we know the increase in the cost of living is impacting consumers and businesses across the UK.” The spokesperson acknowledged that reducing the size of products was not a decision taken lightly, suggesting it was necessary for consumers to continue enjoying their favorite treats without compromising quality or flavor. Additionally, Mars Wrigley has taken steps towards sustainability, reducing the size of their packaging and ensuring that this aligns with their environmental targets, thereby also addressing consumer concerns about waste and environmental impact.
The ramifications of shrinkflation are likely to resonate throughout shopping experiences as Christmas approaches. Consumers may find themselves encountering products that look the same at first glance but come with significantly less content. It will be crucial for shoppers to remain informed and discerning in their purchasing decisions to ensure they receive fair value while navigating these subtle yet impactful changes in the market. As prices fluctuate and sizes diminish, transparency in product delivery becomes paramount, and addressing the disconnect between perceived value and actual content will be essential for maintaining customer satisfaction.
Ultimately, the shifting landscape of festive treat offerings prompts broader questions regarding consumer behavior and expectations during the holiday season. As families come together to celebrate, the rituals of sharing chocolates and gifts will remain integral to many traditions. However, heightened awareness of how shrinkflation affects these experiences will likely shape purchasing decisions this year and into the future. By arming themselves with knowledge about what they are actually buying, consumers can better navigate the complexities of modern retail while still preserving the joy of holiday indulgences.