Shrinkflation: The products you buy are slowly shrinking - but not getting cheaper

The size of more than 2,500 different everyday items in the United Kingdom has decreased in the last five years, while prices have stayed the same or even risen, according to new research from the Office for National Statistics released on Monday.

McVitie's Digestives dark chocolate biscuits: decreased from 332g to 300g, a 10% reduction.

In 2012 an Andrex toilet roll that contained 240 sheets contained just 221 sheets in 2017, despite being sold for the same price.

However, the ONS said it had seen no evidence of a Brexit effect on the shrinking size of chocolate bars.

Dettol power and pure bathroom wipes. The prices of cocoa and sugar did indeed hit record highs in late 2014 and early 2015, but have since fallen back - suggesting that the prices of chocolate should start coming down now, much like the way the cost of fuel fluctuates depending on the crude oil price.


It said the figure included products which were sampled a couple of times.

The BBC quoted the ONS as saying: "Our analysis doesn't show a noticeable change following the referendum that would point to a Brexit effect".

Toblerone made the news late past year when its United States producer Mondelez International changed its distinctive mountain peak shape and made bars lighter because of rising ingredient costs. "Furthermore, others had been observing these shrinking pack sizes long before the European Union referendum, and several manufacturers have denied that this is a major factor".

Just a year ago, British consumers were outraged when Toblerone cut costs by spacing out the distinctive jagged peaks of its chocolate bars.

The ONS said it had found 2,529 cases of non-chocolate products reducing in size but remaining priced the same.


Some analysts have warned that the drop in the value of the pound, since the Brexit vote may have added pressure to costs.

The data also showed that household items like toilet rolls were coming in smaller packages.

He said: "Companies are now reaching a point where they must either reduce portions or make modest price increases to protect jobs".

Of the total number of products that have got smaller, some 2,000 are food items. "Food and drink is a relatively small proportion of this measure", the ONS said.



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