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when brands reduce quantities in packs

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When he enters a Carrefour or an Auchan, Arnaud is wary. This 49-year-old commercial director suspects that more and more products in his shopping basket are shrinking. “A year ago, the Sojasun yoghurts I bought were quite big. Today, they are the size of a large Swiss cheese,” wonders this Parisian. He easily lists the examples: Prince cakes, Twix chocolate bars, tubes of Colgate toothpaste… Twice a week, he goes to the supermarket and at each checkout, the observation remains the same:

“The more it goes, the more it shrinks, it’s crazy! »

Like Arnaud, more and more consumers denounce products that are smaller than before. And this is in line with the concern for purchasing power, in this period of rising prices. Over the past year, food and hygiene items have increased by 6.7%, according to a study by panelist IRI in July.

Even though it is difficult to observe this product reduction in packages, this phenomenon is a well-known marketing strategy, dubbed “shrinkflation” (from the English “shrink”, “reduce”, and from “inflation”, the increase in prices) or even the “ downsizing ” (the compression “). Also, faced with rising costs in their production chain, some brands are trying to get rid of the inflationary pill by reducing the quantity sold per product. Like reducing the number of crisps in a packet, or reducing the size of a shower gel, while

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