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Did Ecover washing-up liquid, 1 litre bottle (UK) shrink?

Size FactsDid it shrink? Yes
Before1000 ml
After950 ml
−5.0%smaller
Price per 100 ml · observed+9.6%Shelf price £2.40 → £2.50, as recorded by the source.

Before you paid £0.24 per 100 ml; after, £0.26 per 100 ml: 9.6% more for the same amount.

How big a cut? The joint 46th-largest of 52 documented dish & cleaning cuts (tied with 1 other); a bigger cut than 6% of all 1,366 cases in the library. See the biggest cuts →

When
2019 · reported 23 Feb 2019
Country
United Kingdom
Brand
Ecover
Category
Dish & Cleaning
Source
which.co.uk

Source and evidence

Which? — Shrinking products: are we paying more for less? (23 Feb 2019) which.co.uk

Source fetched 2026-11-05. All 51 Which? cases.

The 1 litre bottle became 950 ml while the price went from £2.40 to £2.50 (24p to 26p per 100 ml). Ecover told Which? it had not changed the price or told shoppers, and pointed to its switch to 100% recycled plastic. Undated in the report, so dated to it.

Evidence
Typeconsumer organisation investigation (Which?, supermarket prices tracked 2016-2019 via MySupermarket)
Confidencehigh
Size cut alone, at the old price+5.3%

Check the math in the calculator or compare old and new unit prices.

Against official inflation: ONS CPI (UK) “cleaning and maintenance products” changed −7.9% (12 months to Feb 2019). This pack’s price per millilitre changed +9.6%, 17.6 percentage points above the official rate, using the shelf prices the source recorded. Every case is compared the same way in the ShrinkRadar Index.

What the source says

“0g. Premier Foods, the owner of Bisto, told us it had dropped the RRP. But this still leaves customers paying more per 100g compared with the old, larger size. Ecover washing-up liquid WAS: £2.40 for 1 litre (24p/100ml) NOW: £2.50 for 950ml (26p/100ml) Ecover admitted that it did not change the price or alert consumers to the change in size of its washing-up liquid…”

More from the UK: the UK Shrinkflation Tracker has all 175 documented cases, sortable and filterable.

Topic guide: cleaning products and dish soap shrinkflation, every documented case in one place, brand by brand.

More dish & cleaning in United Kingdom

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Cite this case

ShrinkRadar, “Did Ecover washing-up liquid, 1 litre bottle (UK) shrink? 1000 ml → 950 ml”, https://shrinkradar.com/cases/ecover-washing-up-liquid-1-litre-bottle-uk-2019.html, accessed 2026-11-05. Original source: Which? — Shrinking products: are we paying more for less? (23 Feb 2019) (https://www.which.co.uk/news/2019/02/shrinking-products-are-we-paying-more-for-less/).

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