Woolworths selling downsized Brut deodorant for more than double unit cost of old product

The new 50g Brut deodorant (right), which replaced the 75g product (left). The new version now costs $20 per 100g, more than twice that of the old product Photograph: Supplied

Australia’s biggest supermarket chain, Woolworths, is selling a significantly smaller stick of Brut deodorant for more than double the unit price of the old product, in an extreme example of “shrinkflation” that leaves shoppers paying more for common household products.

While not unlawful, the pricing decision rubs against heightened public criticism of strategies employed by supermarkets, which have consistently defended themselves against price gouging allegations during a cost-of-living crisis.