Shrinkflation Hits Swedish Consumers: Packaging Shrinks, Prices Stay High
Shrinkflation forces smaller product sizes on Swedish consumers amidst unchanged prices.
Key Points
- • Shrinkflation leads to reduced packaging while prices stay the same or rise.
- • Consumers struggle to notice these changes due to similar packaging designs.
- • Industry leaders attribute shrinkflation to rising food prices and competition.
- • Calls for better comparison prices in stores as a consumer safeguard.
In Sweden, a rising trend of shrinkflation has resulted in smaller food packaging while prices remain unchanged or even increase. This situation has sparked concern among consumers, as they find it increasingly difficult to detect these changes due to similar packaging appearances. According to Ulf Mazur, CEO of Matpriskollen, many consumers are taken aback by the reduced sizes without noticeable price adjustments—like a 50-gram cut in gingerbread jars or 75 grams less in chocolate bags. Over the past two years, Matpriskollen has noted an increase in consumer inquiries about shrinkflation, indicating the phenomenon is more prevalent than before.
Karin Brynell, CEO of the Swedish Grocery Trade Association, suggests that rising food prices push manufacturers to shrink package sizes to remain competitive and avoid losing customers. She emphasizes the necessity for shoppers to pay attention to the legally required comparison prices displayed in stores to help navigate these changes. However, she points out the challenge consumers face in recalling previous prices, which can lead to confusion. Brynell has also expressed her disapproval of introducing special labels for shrinkflation-affected products, believing it may create more confusion for consumers already confronted by a range of product labels.