Have you recently noticed that the tissues you buy are smaller than before? Or that the guacamole you usually purchase isn’t as tasty as it used to be? Or that your favorite tomato pesto doesn’t have as much tomato flavor? You’re not imagining things. Shoppers are experiencing “skimpflation” – a subtle downgrade in the quality of certain products as prices rise and pack sizes shrink.
Due to the rising cost of ingredients, supermarkets and manufacturers have been quietly altering recipes and reducing product sizes to keep prices affordable. This practice is followed by other retailers as well. Some spreads have reduced the amount of olive oil they contain, and sauces have also seen a decrease in olive oil content without notifying consumers of the change. In addition, the cost of paper has led to a reduction in the size of tissues and kitchen roll sheets.
In many cases, these changes are not communicated to the consumer, so they only become aware of receiving less for their money when they get home. Guardian Money investigated this issue after a reader reported that the Aldi spread he purchased had only 10% olive oil, while it used to contain 21% olive oil. Similar examples were found with other products, such as Morrisons Guacamole, Aldi Pesto Rosso, Tesco Tissues, and Tesco Kitchen Towel. The reduction in key ingredients, such as olive oil, came alongside price increases or cuts in pack sizes.
Some supermarkets have stopped providing details that allow consumers to compare products before purchasing. Customers have noticed these changes only after buying the products. This practice can lead to consumers unknowingly paying more for less. The increase in the price of cooking oil and the crisis in Ukraine and Europe’s drought have impacted the cost of ingredients used in these products. This week’s inflation figures showed a 44.8% increase in the price of olive oil to consumers compared to the previous year.
Consumer group Which? expressed concerns about this issue, stating that shoppers are less likely to notice changes in ingredients compared to changes in the packaging or price. They advised consumers to carefully check labels and compare products to ensure they are getting the best deal.
Tesco explained that the reduction in the size of their kitchen rolls was accompanied by an increase in the number of sheets to reduce costs. They emphasized their commitment to offering customers great value amidst the pressures of inflation. Sainsbury’s stated that they regularly review and reformulate their products for various reasons. Aldi mentioned that they strive to offer products of the same quality as leading brands.
The head of olive oil producer Filippo Berio UK, Walter Zanre, revealed that his company has seen a decrease in demand from manufacturers due to recipe changes. He expects more downgrading of products in the future, as it takes time for recipes to be adapted and approved by retailers.
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