Shrinking products cost same or more, says Which?

Shrinking packet of biscuits Image copyright PA

A consumer group has revealed its latest list of shrinking supermarket items that still cost the same, or more.

Toilet roll, chocolate biscuits, orange juice and antibacterial wipes were all on the list of shrinking items reported by Which?.

The consumer group argued that making products smaller was a "sneaky way" of increasing prices.

It is further evidence of a trend towards shrinking products.

In January Unilever revealed that a number of ice creams it makes would be getting smaller.

'Sneaky' move

The latest list from Which? includes:

  • An Andrex pack of four toilet rolls has reduced from 240 to 221 sheets, yet the price has remained at about £2
  • McVitie's Digestives dark chocolate biscuits went down in weight from 332g to 300g, yet were sold for 10p more than previously at Tesco
  • Tropicana Creations Pure Premium Orange and Raspberry juice was one litre and decreased to 850ml, but the price was frozen at £2.48 in Asda
  • A packet of Dettol Power and Pure Bathroom Wipes had 32 wipes rather than the previous 36, but remained at £2 in Tesco and increased to £2.03 at Ocado

Most brands, responding to the Which? research, said it was up to supermarkets to set the price. However, they would not disclose if they had charged the stores a lower wholesale price.

"Shrinking products can be a sneaky way of increasing prices. We want manufacturers and supermarkets to be upfront about shrinking products so consumers are not misled," said Which? editor Richard Headland.

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