Shocked by shrinkflation: supermarket customer finds empty cake!

Shocked by shrinkflation: supermarket customer finds empty cake!

A supermarket customer recently caused a stir when he shared a photo of a cake from Australian supermarket chain Coles on Reddit. The picture showed that the cake in its plastic packaging only had half of the actual cake covered in frosting on the surface of the packaging, while the other end was left blank. The customer felt deceived by the packaging, which gave an incomplete representation of the product, and expressed his outrage.

This situation is part of a larger phenomenon known as “shrinkflation.” According to a report by Merkur.de, this is a hidden price increase in which providers reduce the content of a product while the packaging and price remain the same. The Hamburg consumer advice center explains that this practice is becoming a growing concern among consumers.

The phenomenon of shrinkflation

There was a record number of complaints about shrinkflation in the first half of 2023, according to an analysis by vzhh.de. The term is made up of the words “shrink” and “inflation”. The consumer advice center and Stiftung Warentest are increasingly documenting how many food and other products have been reduced in quantity in recent times while prices have risen.

Examples are numerous: Suchard cocoa powder was reduced from 500g to 400g and at the same time became 25% more expensive. Popular products such as Milka and Oreo popsicles have also been affected, where the number of pieces and weight have been reduced while prices have increased by 48% and 63% respectively. Other examples include shower gel and mouthwash, the prices and quantities of which have been significantly adjusted over the last few months.

Consumer reactions

The discussion about shrinkflation has also influenced consumer expectations in supermarkets. While some users on Reddit criticized the misleading packaging, others stated that the free space on the cake was intended for captions, highlighting the confusion caused by such practices.

The food inflation rate was 11% in July 2023 compared to the previous year, showing the pressures consumers are facing. However, the shrinkflation trend began in 2022 and has increased significantly in recent years. Although this practice is not illegal, many consumers perceive it as non-transparent and unfair. The consumer advice centers advise you to find out more about these “deceptive packages” and to pay attention to products that may offer less content for the same price.

More information about the topic and the affected products can be found in the September issue of the magazine test and on the websites of the Hamburg Consumer Center and Stiftung Warentest. The phenomenon of shrinkflation remains a current and controversial topic in supermarkets.