Consumers are running out of patience with products quietly getting smaller, according to new research.
A poll of 1,000 adults in the UK conducted by Capgemini found that 61% consider the practice of selling “smaller pack sizes at the same price” to be “very unfair”, while a similar number (64%) would think it “very fair” for retailers to inform consumers about shrinkflation by brands.
The research is part of a global report by the consultancy, What Matters to Today’s Consumer 2026, which polled 12,000 consumers across 12 countries.
Globally, consumers were slightly more opposed to shrinkflation, as 64% described the practice as very unfair.
Capgemini UK head of retail Julian Burnett said: “What matters most is transparency. Our research shows that while many shoppers understand cost pressures, frequent, un-signalled shrinkage can feel like paying more for less, which can quickly erode trust. Nearly two thirds say they would rather accept a modest price increase than discover a smaller pack at the same price.
“Shrinkflation may protect margins in the short term, but when it isn’t clearly communicated it carries real reputational risk, particularly with consumers ready to call it out online. By contrast, brands that are open about pricing decisions are more likely to be rewarded. The recent approach taken by Ikea shows how transparent, value-led pricing can strengthen both demand and long-term loyalty.”
Carrefour began notifying customers when products sold in its stores decreased in size or weight without a corresponding drop in price in 2023, but UK supermarkets did not follow suit.
In November, Tony’s Chocoloney vowed not to shrink or reformulate its chocolate, responding instead to rising costs with price increases.
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