THE WHAT? Unilever and P&G-owned brands are scaling down their product sizes in order to avoid ramping up their prices still more, according to a report published by The Grocer.
THE DETAILS The Grocer reports that Simple soap is now sold in 100g bars, replacing the former 125g version, while shower gels are now sold in 450ml bottles, down 10 percent on the 500ml bottles sold prior to the cost-of-living crisis.
THE WHY? As consumers become increasingly price sensitive and ‘greedflation’ accusations are levelled at FMCG producers who continue to report healthy profits despite higher input costs, manufacturers have moved to a ‘shrinkflation’ strategy instead.