Nine in 10 Brits are furious about the curse of 'shrinkflation' - where their favourite products have shrunk for the same price

A study of 2,000 adults found 87 per cent feel products they buy seem smaller than they were years agoA study of 2,000 adults found 87 per cent feel products they buy seem smaller than they were years ago
A study of 2,000 adults found 87 per cent feel products they buy seem smaller than they were years ago
A study of 2,000 adults found 87 per cent feel products they buy seem smaller than they were years ago, with 83 per cent noticing the difference in their favourite chocolates the most.

As many as four in 10 adults are outraged at the reduction of a Quality Street tin by as many as 550 grams over the years.

While 36 per cent are upset that standard Mars Bars are 11.5 grams less than they were in the eighties.

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Shoppers are also horrified to buy boxes of Jaffa Cakes only to find 10 in the box instead of 12, and Andrex toilet tissues which are 21 sheets fewer per roll.

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And with Easter weekend looming, 29 per cent still can't get over the fact there are only five Cadbury's Creme Eggs in a box, instead of six.

A spokesperson for Lottoland’s Lotto x5, which offers the chance to win five jackpots of £1 million for every £1 spent, said: "Understandably, everyone wants value for money, and it seems with shrinkflation taking hold, we get less and less for the pound in our pocket.

“In most cases, we are being asked to pay the same if not more money for so many things, and yet what we’re actually getting is smaller all the time.

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“This research clearly shows that Brits aren’t happy about ‘shrinkflation’, and most of us just want the reassurance that our favourite purchases will stay exactly as they are.”

The poll found one quarter of adults feel they no longer get value for money for their Terry’s Chocolate Orange, which reduced in size from 175 grams to 157 grams.

While 37 per cent have done a double take when opening up their tin of Roses, and one fifth have been disappointed with the 20 grams reduction on their Doritos sharing bag.

Other products which Brits have been saddened to see shrink include Birds Eye Fish fingers, Maltesers, Sensodyne toothpaste and Philadelphia.

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And shoppers say they are always most disappointed to realise their chocolate has been downsized (55 per cent), followed by crisps (44 per cent) and toilet rolls (38 per cent).

Understandably, nine in 10 adults feel it is reasonable for products to cost less if they get smaller, but 39 per cent feel they tend to get more expensive.

One third of Brits has stopped buying a product altogether in protest of Shrinkflation, and seven in 10 admit they would stay more loyal to a brand that maintained its product sizes despite rival brands opting to go smaller.

More than two thirds of adults have been watching their pennies more closely than usual since the start of pandemic, and for 90 per cent value for money is now everything.

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But sadly, 72 per cent feel manufacturers were offering far better value for money some 30 years ago, than can be found today.

The spokesperson for Lottoland added: “Every penny counts at the moment, which is why Brits are doing their utmost to keep on top of their finances, right down to monitoring how much they are willing to spend on little luxuries.

“And for those who feel just as strongly about the value of lotto as they do about the size of a Toblerone, we can promise that Lotto x5 will never be more than a pound!”


1. Quality Street – weighed 1200g in 2009 now 650g

2. Tin of Roses – weighed 1100g in 2009 now 600g

3. Mars Bar – reduced from 62.5g to 58g then to 51g

4. Bag of Maltesers – shrunk from 121g to 93g

5. Crème Egg – pack of 5 instead of 6

6. Jaffa cakes – packet cut by 12 to 10

7. Cadbury Heroes tub – gone from 660g to 600g

8. Cadbury’s multipacks – bars reduced so all are under 200 calories

9. Toblerone bar – reduced bar size from 400g to 360g

10. Terry’s Chocolate Orange – reduced from 175g to 157g

11. Birds Eye fishfingers – cut pack from 12 to 10

12. Dorito’s sharing bag – reduced from 200g to 180g

13. Cadbury’s mini rolls – sold in packs of 10 not 12

14. Andrex toilet rolls – reduced each roll by 21 sheets

15. Aero mint – reduced from 120g to 100g

16. M&Ms family bag – shrunk from 165g to 140g

17. Sensodyne Toothpaste – 100ml to 75ml

18. Philadelphia – shrank from 200g to 180g

19. Hovis bread – 800g to 750g

20. Box of PG teabags – reduced from 250g to 232g

21. Tetley Teabags – sold in packs of 88 not 100

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22. Coco Pops – large box reduced from 800g to 720g, small 550g to 510g

23. Tropicana juice – reduced from 1.75L to 1.6L

24. Surf washing powder – does 23 washes instead of 25

25. Colman’s tartare sauce – reduced from 250ml to 150ml

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