Research by Barclays suggests a new shrinkflation trend has caught the attention of supermarket shoppers seeking to maximise the value of their grocery spending.
In a consumer survey, 70% said they had noticed that certain items often contain less of the actual product than suggested by the size of the packaging – a trend otherwise known as ‘slack-filling’. Crisps (65%), sweets (43%), biscuits (43%), boxes of chocolate (42%) and washing detergent (21%) were the products most cited as being impacted by ‘slack-filling.
Meanwhile, 41% of people stated that some Christmas food and drink products appear to be smaller or weigh less despite costing the same or more than last year. This includes boxes of chocolate (30%), cheese (14%), mince pies (12%), and Christmas pudding and cake (both 11%).
However, the consumers surveyed also recognised that supermarkets are trying to combat inflation, with 36% saying they had noticed prices on some supermarket staples have fallen recently.
“At the supermarket, value-for-money is still a priority, with consumers increasingly wary of ‘slack-filling’, when a product’s packaging hides unnecessary empty space inside,” said Esme Harwood, Director at Barclays.
“On a brighter note, supermarkets are also being given credit for trying to keep prices down, with one in three noticing price cuts on everyday items.”
NAM Implications:
- Distant memories of having to show a client hidden video of consumers shaking the brand’s cardboard pack in search of a second mini-tube…
- …in order to convince the client that the disparity between the shrinking tube and size of outer container had exceeded credibility limits and was now damaging the brand.
