Supermarket shoppers are increasingly feeling short-changed at the checkout, according to new research by comparison site Finder, and the practice is changing the way Australians shop.

A Finder survey of 1,010 respondents revealed 74% – equivalent to 16.1 million people – have noticed products shrinking in size or weight while their prices remain unchanged over the past year.

The research revealed almost 1 in 3 Australians (32%) say they notice ‘shrinkflation’ on almost every grocery shop, while a further 42% have spotted it on specific products. 

Shopper concerns

Sarah Megginson, personal finance expert at Finder, said the majority of Australians feel they are getting less bang for their buck at the checkout.

“Cost-of-living pressures have made people much sharper at scrutinising their grocery bill, and shrinking product sizes are one of the things they’re starting to notice,” she said.

“Some brands are reducing the size, weight or quantity of items while leaving the price unchanged, which is a practice commonly known as ‘shrinkflation’.

“It’s a more subtle way for businesses to claw back rising costs, because most shoppers are watching the price tag, not the fine print on the label.

“In some cases, it’s even worse than that – the product gets smaller and the price goes up at the same time.”

Changing habits

The practice appears to be changing the way Australians shop, with 2 in 5 (40%) admitting they’ve switched to a different or home-brand product after noticing a favourite item had shrunk.

More than 1 in 5 (22%) say they have stopped buying certain products altogether, while more than a third (37%) continue buying the same products despite getting less for their money.

Ms Megginson said consumers were becoming increasingly aware of the trend, with many sharing examples online and questioning whether they’re still getting good value.

“The best defence against ‘shrinkflation’ is checking the unit price, not just the shelf price,” she said.

“Comparing the cost per 100g or 100ml lets you see exactly what you’re paying for a product, rather than being guided by a familiar box or a price you remember from last time.

“Combine that with comparing brands and keeping an eye out for specials, and you can recoup some of what shrinkflation is quietly costing you.”

Finder’s research also found 19% of Australians say they haven’t noticed ‘shrinkflation’, while 7% admit they don’t pay attention to product sizes.