The Rise of Hidden Inflation in the United Kingdom

According to the Sedaye Sama News Agency, The Guardian has warned that the phenomenon of “hidden inflation” or “shrinkflation” is rising in the UK. In this practice, companies reduce the size or quantity of products while keeping prices unchanged — effectively increasing the real cost for consumers.

 This trend has now extended to everyday household items such as toothpaste, coffee, and heartburn medicine, where consumers pay the same amount but receive less product.

 According to a report by the UK consumer protection organization Which?, many major brands have reduced both the weight and the quality of their goods in an effort to cut costs, often without making these changes clear to shoppers.

 One notable example is Aquafresh toothpaste, which has been reduced from 100 ml to 75 ml while its price rose from £1.30 to £2 — more than doubling the price per 100 ml.

Similarly, Gaviscon heartburn medicine was downsized from 600 ml to 500 ml but continues to sell for £14 in large stores like Sainsbury’s. Instant Nescafé coffee has also decreased in weight from 200 g to 190 g, meaning customers now pay around 5 percent more for the same amount of coffee.

Which? stressed that any change in a product’s weight or composition should be clearly marked on its packaging so consumers can make informed choices. The organization also urged retailers to ensure fairer and more transparent pricing, particularly as households face severe financial pressure ahead of Christmas.