Toothpaste and coffee are among the latest products quietly shrinking in size while shoppers pay the same price, piling more pressure on household grocery budgets.
According to recent findings by consumer watchdog Which?, shrinkflation is rampant in supermarkets as brands cut back on quantity and quality in an effort to reduce their own costs.
One of the worst instances was Aquafresh complete care original toothpaste, which went from £1.30 for 100ml to £2 for 75ml, a 105 per cent increase per 100ml.
Gaviscon heartburn and indigestion liquid shrank from 600ml to 500ml, with Sainsbury’s keeping the price at £14, equivalent to a 20 per cent increase per 100ml, found Which?.
Nescafé original instant coffee was cut from 200g to 190g at Tesco, Morrisons and Asda – about a 5 per cent rise per 100g.
Which? said any changes, whether to product size or recipe, should be made clear so that shoppers can make informed choices.
According to Reena Sewraz, retail editor at the watchdog, households are already under immense financial pressure with food bills inching up and the expense of Christmas looming on the horizon.
"Supermarkets must be more upfront about their prices so that it’s easy to see what the best value is.
“This includes ensuring that their unit pricing is prominent, legible and consistent in-store and online to help customers easily compare costs across different brands and sizes of packaging; that way shoppers can be more confident they’re getting the best value," The Guardian quoted Sewraz as saying.
Haleon Great Britain and Ireland, which owns the Aquafresh brand, told the Guardian, “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.”