Grocery Shrinkflation Continues: Toothpaste, Coffee, and Heartburn Relief See Size Reductions

Consumers are facing yet another squeeze on household budgets as the practice of “shrinkflation” – reducing product sizes while maintaining prices – expands to everyday items like toothpaste, coffee, and over-the-counter medications.

A recent investigation revealed significant quantity cuts across several popular brands. Aquafresh complete care original toothpaste has increased 105% per 100ml, going from £1.30 for 100ml to £2 for 75ml at major retailers including Tesco, Sainsbury’s, and Ocado. Gaviscon heartburn and indigestion liquid has shrunk from 600ml to 500ml at Sainsbury’s, representing a 20% increase per 100ml. Even Nescafé original instant coffee has been reduced from 200g to 190g at Tesco, Morrisons, and Asda, a roughly 5% rise per 100g. This trend directly impacts consumers’ purchasing power, forcing them to spend more for the same amount of product.

Chocolate products are also affected, with Quality Street tubs decreasing from 600g to 550g and prices at Morrisons rising from £6 to £7 – a 27% increase per 100g, driven by rising cocoa prices. Furthermore, biscuits like Club and Penguin are no longer classified as “chocolate biscuits” due to a change in ingredients, now containing more palm and shea oil than cocoa. As consumer rights dictate, transparency in product changes is crucial for informed purchasing decisions. Haleon Great Britain and Ireland, the owner of Aquafresh, stated, “We understand that people across the UK are facing pressure on their finances. Prices go up and down for a variety of reasons, and we always work hard for people to receive the highest quality products at the lowest price so that the whole family can take care of their teeth.”

Despite these increases, overall UK shop price inflation slowed to 1% in October, down from 1.4% in September, according to the British Retail Consortium. This easing was partially attributed to falling sugar prices and early Black Friday discounts. However, fresh food inflation continues to climb, increasing to 4.3% from 4.1% due to higher production costs. Retailers are urged to improve unit pricing clarity to help shoppers compare value effectively, as detailed in recent reports on Which? investigations.

Officials anticipate continued monitoring of pricing trends and encourage retailers to prioritize transparency as households navigate ongoing financial pressures.