Image: VOLKER WEIHBOLD
The packaging looks the same as always, the price is the same – only the contents have become less. The hidden price increase – also called “shrinkflation” (composed of “shrink” and inflation) – is rarely noticed by consumers. Only the basic price changes – this usually refers to one kilo, 100 grams or one liter. In order to avoid surprises, consumer advocates advise always comparing this price for products instead of the actual product price. The basic price must be stated on the price tag for most foods.
It’s not just ice cream, yoghurt, chips and the like that are affected by this phenomenon. Also in drugstores: The VKI has currently tested toilet paper, for example. The price of a majority of the 23 products has increased, but the contents of the packaging have shrunk.
The Association for Consumer Information (VKI) offers a food check on its website. Consumers can report products that they feel deceived by to the VKI. There, the information is checked by a specialist department and the manufacturers are also given the opportunity to comment. The product checks are listed on the VKI website.
Prominent examples of “shrinkflation”:
- Mirabell Mozart Valley and Mozartkugeln: In October, the VKI reported that there was one less piece in each pack than before – for the same price. But you can’t tell from the packaging – it has remained the same size. In a statement in August 2023, the Mondelez company cited, among other things, “changing consumer needs and trends” as reasons for the changed filling quantity.
- Snack Fun Baby Pretzel from Hofer: The packaging size has not been changed, but the price has been increased and the filling quantity has been reduced. There are 25 grams less pretzels in a package. According to Hofer, this step was taken so that the product could continue to be “available through Austrian production”. (Opinion from August 2023)
- Spar nature pure organic broccoli: Here too, the price has remained the same, although it no longer contains 600 grams of broccoli, but 540 grams.
- Alpro yogurt from Danone: Danone made shrinkflation for vegan natural yogurt a little more transparent. The cup became smaller, but the price rose by almost 40 percent. In a statement in June, Danone cited price increases in both procurement and production.
- Eskimo Noggers: In July, the VKI published a food check in which the “Nogger” ice cream stick was criticized. Instead of six pieces of popsicles, there are only five pieces in the box, which remains the same size. The price has not changed. Similar to Danone, Unilever Germany also argued in response to the VKI’s request in June: Increased energy and raw material prices had made the changed packaging size and the higher price necessary.
- Haribo: Haribo has also reduced its pack size, as the VKI published in December 2022. Instead of 200 grams, there are now 175 grams in a pack – that’s eleven bears less. But the price doesn’t change.
- Also Pringles Original, Thea margarine and Knabbernossi Family Pack The Upper Austrian Chamber of Labor cites examples of shrinkflation.
Many manufacturers also state in their statements that they do not have a say in the final pricing. The dealer determines the final price. That’s why it’s worth comparing prices, say consumer advocates.
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