Have you noticed your cereal packet getting smaller, or even a packet of Easter buns feeling lighter, yet the price hasn't budged? You're not imagining it - shrinkflation is a thing, and advocacy group is spot calling a latest round of offenders.
According to Choice, shrinkflation is a "hidden form of inflation", where a product gets smaller but the price stays the same or goes up.
Among the products it's noticed such behaviour applied to include cereal, chips and cleaning products.
Choice gave businesses the opportunity to respond and some admitted to reducing the size and/or jacking up the price, attributing these decisions to rising costs and to simplify production.
Shrinkflation is not an illegal practice.
Alas, here is the list of products it's found to have gotten a bit slimmer, become a bit dearer, or both.
Cereals
Coles Mighty Grain
- Was 560g for $4.50 in October 2022, is 495g for the same price in March 2024.
Coles corn flakes
- Was 475g for $1.90 in October 2022, is 440g for $2.10 in March 2024.
Woolworths Max Charge
- Was 560g for $450 in September 2023, is 495g for $4.50 in March 2024
Hot Cross Buns
Community Co traditional and chocolate-flavoured hot cross buns
- Were 480g for $4 in February 2023, were 450g for $4.50 in February 2024
Chips
Woolworths original salted chips
- Were 200g for $2.30 in October 2023, are 175g for $2.30 in March 2024.
Red Rock Deli range of deli-style chips
- Were 150g in size in December 20201, are 135g in March 2024
Biscuits
McVities' Go Ahead range of "forest fruit"-flavoured biscuits
- Were 218g at $4.40 in June 2022, are 174g for $174g now.
McVities' digestive biscuits
- Were 400g at $4.40, now 355g at $4.40
Cleaning products
Jif Power & Shine Bathroom cleaner
- Was 700mL for $2.50 in May 2022, now 500mL for $4
Retailers' responses
Coles and Woolworths said to Choice that the chip and cereal suppliers requested those changes, and the supermarkets did not financially benefit.
Community Co owner Metcash said the capabilities of its new hot cross bun manufacturer dictated a reduction in pack size.
Red Rock Deli dip maker Obela said its products had downsized due to production cost, while Unilever (Jif Power & Shine Bathroom cleaner) didn't wish to comment, and United Biscuits (McVities) didn't respond to our queries.
