Shrinkflation: Less Content Instead of Price Increases.
Shrinkflation is an often unnoticed, but in the medium term not harmless strategy of some brand manufacturers. Haribo and Intersnack are among them. The risk: brand trust is put at stake.
“Advertisers are facing a new situation in view of the energy crisis, record inflation, climate change and consumer skepticism. More than ever before, companies have to deal with the pricing of their products and the quantities and substances of their products. The new term this year is shrinkflation – a word creation from “to shrink” (shrink) and inflation. Manufacturers reduce the content of the product packaging or choose cheaper ingredients – at the same price.”
– Catrin Bialek in “Price Pressure – Inflation: The consumer climate is bad. This will change the marketing world.”, Horizon page 6, December 15, 2022, No. 50-52/2022
