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UK shrinkflation and skimpflation watchdog

They made it smaller.
You paid the same.

Same price. Less product. We do the maths. We track how UK supermarket products quietly shrank or got cheaper to make, then show the hidden price rise you are really paying.

See the league tablesSpotted a shrink?

24 products tracked across 6 categories, every figure sourced.

PG Tips · Groceries
PG Tips Tasty Decaf
64/ 100
Then · 2023
£4.00 for 180 items
£0.02/item
Now · 2024
£5.09 for 140 items
£0.04/item
+64%
hidden price rise per item

Worst offenders

Ranked by Value Erosion Score. Higher means more value gone.

All tables
  1. 1
    PG TipsGroceries
    PG Tips Tasty Decaf
    +64% hidden price rise
    64/ 100
  2. 2
    Supermarket averageGroceries
    Eggs (per dozen)
    +35% price rise
    35/ 100
  3. 3
    Supermarket averageGroceries
    Pasteurised milk (per pint)
    +33% price rise
    33/ 100
  4. 4
    Supermarket averageGroceries
    Whole chicken (per kg)
    +29% price rise
    29/ 100
  5. 5
    TescoGroceries
    Tesco Tex Mex Chicken Enchiladas
    26% less chicken
    26/ 100
  6. 6
    LurpakGroceries
    Lurpak Slightly Salted
    +25% hidden price rise
    25/ 100
  7. 7
    Supermarket averageGroceries
    White sliced loaf (800g)
    +23% price rise
    23/ 100
  8. 8
    ListerineHousehold
    Listerine Fresh Burst
    +20% hidden price rise
    20/ 100

Browse by aisle

Chocolate4 trackedCrisps1 trackedBiscuits2 trackedSoft drinks1 trackedGroceries13 trackedHousehold3 tracked

Spotted in the wild

Recent tips from shoppers, verified before they appear here.

Add yours
Walkers · CrispsShrunk
Walkers (multipack)
6 bags5 bags
Tesco · Feb 2024
Pringles · CrispsShrunk
Pringles Original
200g185g
Sainsbury's · Jan 2024
Doritos · CrispsShrunk
Doritos Tangy Cheese
180g150g
Asda · Jan 2024

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