UK inflation may be easing, but many households still find their weekly shop getting more expensive. One key reason is something not captured in headline prices: shrinkflation, where manufacturers reduce pack sizes without reducing the price.
Shrinkflation has become more common thanks to the steep increase in the cost of living in recent years. A 2025 YouGov survey found that 80% of UK adults are “very” or “fairly” concerned about shrinkflation – up from 75% in 2023. But the same survey found that fewer consumers are changing habits to avoid it.
