How long can ‘shrinkflation’ continue?

In a week where McVitie’s announced that a box of Jaffa Cakes would contain 10 rather than 12 cakes, I wonder how much longer ‘shrinkflation can continue?

Bottles of Coca-Cola have changed from 2l to 1.75l, Toblerone has bigger gaps between chunks, segments of a chocolate orange are now concave. Just put the prices up and leave the size/volume/shape alone.

There is going to be a point at which a product cannot be shrunk down. What then? Should we hand over some money for some empty packaging? Ultimately the customer will decide to either purchase the product in its smaller form or switch to another product.

I was at one point buying a premium brand of orange juice in a 1.5l bottle. This would just about last me a week and all was well. Currently the same product is 900ml, this does not last the week unless I consume less per serving. I don’t want to shrink the serving so I either buy a second 900ml bottle increasing my overall spend or switch brands. I switched to another brand and once again have 1.5l to drink.

Recipes are going to become a problem at some point. Look in a cookery book and it will tell you to add a tin of something or 500g of something else. The recipes were written with items being sold in quantities and sizes that have remained the same for many many years. If I have to open a second package to make up the shortfall I am likely to increase waste if I have no other use for the excess.

Only time will tell. I’ll be on the lookout for the next thing to shrink, but at the same time I’ll be on the look out for alternative brands to switch to.