"Shrinkflation" in the supermarket: Discounters are probably increasingly relying on deceptive packaging
Created: 07/02/2022, 18:26
By: Anna Lorenz
In the course of the current explosion in costs, discounters and supermarkets are now increasingly relying on deceptive packaging for their own brands too.
The dealers see no alternative.
Munich – “The price stays the same”, this promise is definitely good advertising in view of the current economic situation in Germany.
In everyday life, citizens often feel the increased costs, so that a stable price situation is tempting, especially in the food sector.
But appearances are often deceptive: in the course of the so-called "shrinkflation", manufacturers reduce the content, but leave the product at the original price level.
Shrinkflation in the food industry: Same price with less content
The phenomenon of reducing the filling quantity of a commodity but keeping the price constant is known as shrinkflation.
This approach, which is made up of the English word “to shrink” and “inflation”, is often a nuisance for consumers.
Branded products in particular are criticized for often having packaging that has more air than content.
Now, however, this procedure can also be observed with the own brands of supermarkets and discounters.
Since the packaging is often not visually changed, the reference to a reduced filling quantity compared to the previous product is usually not noticeable.
The associated, hidden price increase often means an increase of 35 percent or more for the goods concerned.
Deceptive packages at Aldi, Penny and Co.: This is how the grocers are reacting to the hidden price increase
In order to counteract the procedure that makes it difficult for consumers to save and to maintain transparency for customers of food markets, the
advice center has now published a list of deceptive packaging.
Represented are among others Aldi, Rewe, Lidl, Netto and Penny.
The retailers sometimes claim that the affected products are "test items" or "one-off special bulk packs" that have nothing to do with the standard range.
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However, not a few grocers refer to the principle of "supply and demand" and the changed "competition".
“The sales price”, as Netto can probably be quoted as representative, had to be adjusted in line with the industry – “due to the rising price trend”.
The need for a price change, albeit reluctantly, is understandable.
However, the procedure of almost secretly reducing the filling quantities of the products does not seem fair to the consumer.