B2 – Upper Intermediate
During times of inflation, companies usually increase the price of their products, but some don’t. They choose to sell the product at the same price, but with less contents inside of their containers or packaging. This is colloquially known as “shrinkflation”.
This might sound like a normal thing for companies to do, but after the periods of inflation are over, companies typically don’t go back to their old ways.
To find out more, let’s watch this video about shrinkflation.
Discussion Questions:
- What are your thoughts on shrinkflation?
- In the long run, do you think that this practice would be a problem? If so, how could we spread awareness?
- Have you personally experienced shrinkflation? How did you feel about it?
- Are you meticulous/savvy when it comes to the products you buy? What are some things you do to make sure you are getting value for your money?
- Now that you have heard of this practice, would you be a bit more mindful about buying products, their prices and contents? Why or why not?
- What are other ways to help companies deal with inflation without passing the burden to their customers too much?
- How did companies you have worked for in the past try saving money?
12 replies on “Shrinkflation”
From my point of view, this has been occurring more frequently than we think. However, today it is more notable because it is more widespread, not only among brands but also among countries.
I feel that people tend to blame the government or companies instead of making buying decisions that can modify the market. Maybe one effective action could be to organize large consumer groups to acquire products and services at the best possible prices.
There is no doubt that we have all experienced shrinkflation in our lifetime. However, as I mentioned earlier, it has been a constant economic movement. Honestly, like most people, I avoid thinking about it.
I am not very demanding when I go shopping. That’s why I’m not a rich man.
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I believe that shrinkflation is an effort to hide inflation, and sub estimate the customers. Many times, companies re produced the old packaging some time later and re charge the price.
In the long run, for me will be a problem for the companies, because I think that the law eventually force them to put the price per kilo bigger than the price per package, and I hope so.
I have a Marketing degree, so I am so meticulous when it comes to the products, I buy looking for the price per kilo, but I think that is not so good. I think that the companies must assure that the people can enjoy the purchase process instead of have to study to buy your monthly purchase.
I think that the better way to deal with inflation is being transparent with your customers and try to save money other way. For example, a company can change the packaging for one less expensive or take advantage of some old material for packaging.
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I think it is a good way to save expenses for companies
The difference between the amount of product that was previously sold and the amount that is sold with the change in packaging should be openly announced as the buyer may feel cheated by the brand
I’ve seen it in today’s toblerone chocolate bars. The distance between the mountains of chocolate is now bigger, so there is much less chocolate in each bar. I felt cheated by the brand and I don’t buy anymore
When I go shopping I compare the product by the price per kilogram and not by the total price. With that I make sure I buy the best option
I am always attentive to the change of packaging of the products that I consume on a regular basis
Try to reduce other expenses that are related to the sale of the product, such as television commercials
Investing less money in employees, in salary and in the quality of office services
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What are your thoughts on shrinkflation?
In my opinion, I think is a good option to reduce production expenses when most of the raw material prices are increasing more than 20 or 30%. Also, it’s a good way to differentiate your products from competitors.
In the long run, do you think that this practice would be a problem? If so, how could we spread awareness?
Depending on competitors and also the features that your clients have. If your sector is consumer goods and your products are consumed by families, probably to reduce the amount of product, wouldn’t be the best option.
And if you want to make your consumer aware, a best practice is to change the packaging or create a new advertising campaign focusing on the benefits of the product more than the amount.
Have you personally experienced shrinkflation? How did you feel about it?
I usually don’t focus so much on the amount of the product that I buy. I mean, if I like the taste, the size is secondary. So, for a customer type like me, shrinkflation is a nice marketing strategy.
Are you meticulous/savvy when it comes to the products you buy? What are some things you do to make sure you are getting value for your money?
No, as I explain in the last question, I want to spend my money on products and services that I like more than things than give me the opportunity to save money.
Now that you have heard of this practice, would you be a bit more mindful about buying products, their prices and contents? Why or why not?
Of course, for me is more important the content, the taste, valors and lifestyle of the brand than the price.
What are other ways to help companies deal with inflation without passing the burden to their customers too much?
The companies have change the packaging, the quality of the product or service, the investment in Go to Market…
How do companies you have worked tried saving money in the past?
I always work for consulting companies (services sector), where business margins are high (EBITDA +55%) and fixed costs low (less than 15%). In this way, is more important to give a solution for the business problems, more than cost as a company.
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1. I think it is a common yet not so well seen practise that companies undertake when they feel they have no other alternative. In my opinion is a misleading technique for the consumers.
2. Yes, as consumers are getting more informed, they are not willing to accept any strategy from the habitual commercial brands. It would help if companies displayed clear information of the product in the packaging.
3. Yes, I have experienced it as even the bread we buy in the bakery weighs less than before. When I found out, I felt scammed.
4. When I go to the supermarket I am meticulous when choosing products of best quality. I try to get informed about them before going shopping and compare the absolute price of different products (per kilo or liter).
5. Yes. I try to make the most of my money, so I will pay attention to the quantity that contains the product I buy.
6. Another way to help companies deal with inflation without customers having to shoulder the burden would be that they cut in more superfluous aspects, as packaging.
7. A way of saving money could be offering parts of the service separately, so that clients only purchase for the product they need. By doing that, the company may save or get paid for services they were offering almost for free.
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1- I really didn’t know anything about shrinkflation till now and I’m very disappointed about it. I think companies are cheating us.
2- Of course, I think this can be a problem in the future. Because consumers are not going to believe in companies anymore. It would be better if companies gave us a good explanation.
3- Now that I’ve heard about shrinkflation and I know the concept, I realize I’ve experienced myself and I feel scammed.
4- I’m not meticulous when I do shopping. Usually, I’m always in a harry and I don’t pay attention on products’ weight. What I try for saving money is to do shopping at supermarkets I know are cheaper than others.
5- Of course, now I know about this practice I’ll try to take care about everything I buy.
6- I think a good way for saving money for companies it would be changing the packaging and asking people to reuse them.
7- Companies I’ve worked for in the past tried to save money decreasing the money the invert in their employees.
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