Shrinkflation, the practice of reducing the size of a product while the price remains the same or even increases, is still rife, consumer organisation Consumentenbond has found.

Last year the organisation received some 250 reports from consumers who noticed they were getting less for their money. That number is lower than in preceding years, possibly because many brands are on their second or third round of shrinkflation, Consumentenbond director Sandra Molenaar said.

“It may also be that consumers don’t notice the shrinkage. That wouldn’t surprise me because it’s a very gradual process, and the manufacturers very cannily only reduce the volume by very small quantities,” she said.

A packet of Maaslander cheese, for instance, went from 150 grammes to 140 grammes in 2024 but only after two earlier reductions from 200 grammes to 175 grammes and then again from 175 grammes to 140 grammes the year before. Meanwhile the price did not reflect the reduction, Molenaar said.

Other products, such as Ariel laundry capsules and Snack a Jack Barbecue rice cakes, also showed a step by step reduction.

In a reaction to the findings, manufacturers said they only advise on price and point the finger at the retailers who, they say, are ultimately responsible for determining the price of the product.

Some are also trying to justify shrinkflation by presenting it as “product improvement” meant to accommodate consumers.

“It’s all a lot of bull,” Molenaar said. “Why can’t they just be honest and clear about it. State clearly that the contents have been reduced in size or don’t change anything and up the price. Not a popular option, but an honest one,” she said.