Downsizing / Shrinkflation

Here are products that have shrunken in size as a sneaky way for manufacturers to pass on a hidden price increase.

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Sparkle Paper Towels: “Giant” vs. “Big” Roll Reversal

Sparkle

Scanning the supermarket aisles last week, MrConsumer spotted a display of Sparkle paper towels. Some of the single roll packages were marked “Giant Roll” and some of them were marked “Big Roll.”

While the pattern on the towels was the same, and the price was the same, the UPC codes were different. Was one replacing the other?

A quick look at the fine print revealed the difference:

*MOUSE PRINT:

Sparkle

The question was which product was the new one?  As it turns out, the smaller “giant” roll is the new one with six fewer sheets, while the larger “big” roll is the old one.  Who would ever think that the “giant” roll was smaller than “big” roll?

Noting the incongruity between the size names and actual sizes, MrConsumer asked Georgia-Pacific, the maker of Sparkle, the following questions:

“What happened, and why the change, and why the change of name?”

They responded:

Thank you for contacting the Georgia-Pacific Consumer Response Center. Georgia-Pacific places tremendous importance on the feedback we receive from our consumers.

Periodically we change packaging due to marketing decisions, along with other trends in the marketplace. We certainly attempt to keep our packaging fresh and new. Thank you for being a loyal Sparkle Towel user. I certainly hope this information helps and have a great day!

Nothing like a non-answer.

Next time they downsize, maybe the new package will be called “Gargantuan”.

UPDATE: A physical count of the number of sheets on each roll revealed that BOTH had identical amounts — 92 sheets per roll — more than the label indicated. Go figure.

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Ice Cream Scoop: Major Brands Downsize Again

A few years ago, the major ice cream makers downsized their half gallon containers to 56 ounces. It took a while for many consumers to catch on to the change, and once they did, shoppers were not happy.

Now we are right in the middle of another downsizing by the ice cream industry. Check your grocer’s freezer case, and you are likely to find both the current 56 ounce container of ice cream along side the new size.

*MOUSE PRINT: Some manufacturers like Breyer’s are introducing containers that are 48 ounces, down a full eight ounces, and the price has remained the same.

Breyers

You will notice the change in package is very subtle. The new one is tapered more along the sides, but is the same height. When asked why the company downsized their product again, Breyer’s said:

“Breyers has always taken great pride in offering the highest quality products at reasonable and fair prices. Recently, the price of all of our ingredients, most of all the fresh cream we use in our products, has gone up dramatically. Manufacturing and transportation costs also have increased significantly with the surge in fuel oil prices. Because of these economic conditions and in order to remain competitive, Breyers® made the difficult decision to reduce the size of our basic pack to 48 ounces.”

Edy’s ice cream is also in the middle of downsizing their products as well.

*MOUSE PRINT: The original half gallon became 56 ounces, and now it is down again to 48 ounces — a full two cups less than the original size.

Edy's

The new container is shorter, but that is only obvious when you see them side by side. Only during the time of transition are you likely to see both in the freezer case together.

Like Breyer’s, Edy’s said they continue to experience increases in costs for energy, dairy, etc., and wanted to continue to offer their product at a “familiar price”. When I asked why they don’t call attention to the fact that the package now contains a cup less of ice cream, the company representative said the quantity is clearly marked on the product and there was no intent to deceive.

Both manufacturers kept the price the same, it appears, and the UPCs on the products did not change either.

As we have said many times, downsizing is sneaky way to pass on a price increase because the change is often not obvious, but you are getting less for your money.

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Country Crock 3-lb Margarine Tubs Stick It to Shoppers

There are certain things we take for granted when it comes to product sizes: a carton of eggs will have a dozen eggs; milk comes in quarts, half gallons, and gallons; and margarine and butter are sold by the pound.

Cross off margarine from that list. These two “3 pound” tubs of Country Crock margarine look identical:

Country Crock

However, checking the net weight statement reveals a surprise.

*MOUSE PRINT:

Country Crock nets

The three pound tub is now three ounces short. Mouse Print* asked the company why they downsized the product. They replied:

Unilever Foods takes great pride in offering the highest quality products at reasonable and fair prices, and we apologize for the inconvenience our recent packaging change has caused.

In order to maintain price, we have reduced the size of the container for several reasons:

– Increased costs of raw materials, including ingredients and packaging materials
– Transition to Trans Fat Free products
– Tamper resistant containers

[In a separate letter, the company added:] A redesign of the product line was undertaken which involved packaging changes that had an impact on the net fill weight of the products. Prior to implementation, the changes were thoroughly tested with consumers to ensure optimal consumer satisfaction.

Of course, I am sure consumers applauded the company for removing three ounces from the container and not calling that fact to their attention. This is how some sneaky manufacturers opt to pass on a hidden price increase by just shrinking the product a little, and keeping the price same.