UK Shrinkflation Tracker
Get an email when shrinkflation in United Kingdom changes: new documented cases. Plus, $5/month or $48/year.
By ShrinkRadar · Updated 2026-11-05 · Every case links its source
Is shrinkflation still happening in the UK? Yes. We have 175 documented cases of UK products that got smaller (2015–2026), 79 dated 2026. The latest: Dare Wafer in Dark Chocolate bar (UK), 50 g → 44 g (2026). The median pack lost 13.0%, a 15.0% hidden price rise per unit at the same price; the biggest cut was Sainsbury's Scottish Oats (−50.0%). Where the source recorded the price before and after (107 cases), 107 cost more per unit.
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LatestNewly addedFull listPer-unit risesBrandsCategoriesBy yearSupermarketsSourcesFAQ
Latest UK shrinkflation cases
Newest first, by the date the source gives.
| Product | Size | Cut |
|---|---|---|
| Dare Wafer in Dark Chocolate bar (UK) Dare · 2026 · allsupers.co.uk | 50 g → 44 g | −12.0% |
| Cheez-It Cheese & Smokey Bacon thin & crispy baked snacks (UK) Cheez-It · 2026 · allsupers.co.uk | 150 g → 120 g | −20.0% |
| Cheez-It Cheese & Chilli thin & crispy baked snacks (UK) Cheez-It · 2026 · allsupers.co.uk | 150 g → 120 g | −20.0% |
| itsu hoisin duck dragon'roll (UK) itsu · 2026 · allsupers.co.uk | 203 g → 194 g | −4.4% |
| itsu teriyaki salmon dragon'roll (UK) itsu · 2026 · allsupers.co.uk | 184 g → 176 g | −4.3% |
| Dorset Cereals Simply Delicious → Delicious Fruit & Nut Muesli Dorset Cereals · 2026 · thegrocer.co.uk | 650 g → 500 g | −23.1% |
| Dorset Cereals Simply Fruity → Fantastically Fruity Muesli Dorset Cereals · 2026 · thegrocer.co.uk | 630 g → 500 g | −20.6% |
| Dorset Cereals Simply Nutty → Gloriously Nutty Muesli Dorset Cereals · 2026 · thegrocer.co.uk | 560 g → 500 g | −10.7% |
| Quorn vegetarian roast (UK) Quorn · 2026 · allsupers.co.uk | 454 g → 400 g | −11.9% |
| Kenco Millicano instant coffee jar (Original/Americano and Decaf) Kenco · 2026 · dev.to | 100 g → 90 g | −10.0% |
| Sainsbury's garlic and peri peri mayonnaise Sainsbury's · 2026 · allsupers.co.uk | 280 ml → 250 ml | −10.7% |
| innocent immunity shots, ginger (UK) innocent · 2026 · allsupers.co.uk | 80 ml → 60 ml | −25.0% |
Newly added to the UK list
14 cases joined the list on 2026-11-05 and 2026-11-03, the 12 biggest cuts shown (the date it was added here, not the date of the change). All additions: latest additions.
| Product | Size | Cut |
|---|---|---|
| Bisto parsley sauce granules (UK) Bisto · 2019 · which.co.uk | 300 g → 190 g | −36.7% |
| Sensodyne toothpaste tube (UK, 2016) Sensodyne · 2016 · jrnl.ie | 100 ml → 75 ml | −25.0% |
| Ambrosia Devon custard, 1 kg pack (UK) Ambrosia · 2017 · which.co.uk | 1000 g → 750 g | −25.0% |
| McVitie's Digestives, 500 g pack (UK, 2018) McVitie's · 2018 · which.co.uk | 500 g → 400 g | −20.0% |
| Tropicana Creations Pure Premium orange & raspberry juice (UK) Tropicana · 2016 · lovemoney.com | 1000 ml → 850 ml | −15.0% |
| Andrex Puppies On A Roll toilet tissue (UK) Andrex · 2016 · jrnl.ie | 221 sheets/roll → 190 sheets/roll | −14.0% |
| Rowntree's Fruit Pastilles, standard tube (UK) Rowntree's · 2016 · lovemoney.com | 44 pastilles → 39 pastilles | −11.4% |
| Dettol Power and Pure bathroom wipes (UK) Dettol · 2016 · lovemoney.com | 36 wipes → 32 wipes | −11.1% |
| Fairy All in One dishwasher tablets, 67-pack (UK) Fairy · 2019 · which.co.uk | 67 tablets → 60 tablets | −10.4% |
| Doritos, 200 g sharing bag (UK) Doritos · 2019 · which.co.uk | 200 g → 180 g | −10.0% |
| McVitie's Digestives Dark Chocolate, 332 g pack (UK) McVitie's · 2016 · lovemoney.com | 332 g → 300 g | −9.6% |
| Felix mixed selection in jelly cat food, 44-sachet pack (UK) Felix · 2019 · which.co.uk | 44 sachets → 40 sachets | −9.1% |
Topic guides with UK cases: Toilet paper shrinkflation (3) · Coffee shrinkflation (8) · Chocolate shrinkflation (55) · Chips and crisps shrinkflation (10) · Cereal shrinkflation (4) · Laundry detergent shrinkflation (16) · Shampoo, soap & toothpaste shrinkflation (10) · Cookie shrinkflation (14) · Pet food shrinkflation (8) · Dairy shrinkflation (7) · Ready meal shrinkflation (17) · Meat & fish shrinkflation (5) · Drinks shrinkflation (4) · Frozen food shrinkflation (6) · Personal care shrinkflation (6) · Cleaning products shrinkflation (6) · Toothpaste shrinkflation (5) · Thanksgiving shrinkflation (10) · Christmas chocolate shrinkflation (25).
Full UK shrinkflation list (175)
Filter by year, category, confidence or name, and sort by any column. “Hidden rise” is the extra you pay per unit if the shelf price stays the same; “Real per unit” combines the size cut with the shelf prices the source recorded (— where it recorded none). The filters are saved in the address bar, so you can share a filtered list.
175 of 175 cases shown
Reset the filters to see the full list.
| Dare Wafer in Dark Chocolate bar (UK) Dare · Chocolate & Candy · Morrisons · medium confidence50 → 44 g | −12.0% | +13.6% |
| Cheez-It Cheese & Smokey Bacon thin & crispy baked snacks (UK) Cheez-It · Chips & Snacks · Iceland · medium confidence150 → 120 g | −20.0% | +25.0% |
| Cheez-It Cheese & Chilli thin & crispy baked snacks (UK) Cheez-It · Chips & Snacks · Iceland · medium confidence150 → 120 g | −20.0% | +25.0% |
| itsu hoisin duck dragon'roll (UK) itsu · Pasta, Rice & Meals · Tesco · medium confidence203 → 194 g | −4.4% | +4.6% |
| itsu teriyaki salmon dragon'roll (UK) itsu · Pasta, Rice & Meals · Tesco · medium confidence184 → 176 g | −4.3% | +4.5% |
| Dorset Cereals Simply Delicious → Delicious Fruit & Nut Muesli Dorset Cereals · Breakfast Cereals · medium confidence650 → 500 g | −23.1% | +44.1% |
| Dorset Cereals Simply Fruity → Fantastically Fruity Muesli Dorset Cereals · Breakfast Cereals · Asda · medium confidence630 → 500 g | −20.6% | — |
| Dorset Cereals Simply Nutty → Gloriously Nutty Muesli Dorset Cereals · Breakfast Cereals · Asda · medium confidence560 → 500 g | −10.7% | +16.7% |
| Quorn vegetarian roast (UK) Quorn · Frozen Foods · Asda, Sainsbury's · medium confidence454 → 400 g | −11.9% | +6.7% |
| Kenco Millicano instant coffee jar (Original/Americano and Decaf) Kenco · Coffee & Tea · Asda · medium confidence100 → 90 g | −10.0% | +27.0% |
| Sainsbury's garlic and peri peri mayonnaise Sainsbury's · Pasta, Rice & Meals · Sainsbury's · medium confidence280 → 250 ml | −10.7% | +12.0% |
| innocent immunity shots, ginger (UK) innocent · Juice & Drinks · Ocado · medium confidence80 → 60 ml | −25.0% | +33.3% |
| Waitrose rhubarb crumbles, 2-pack (UK) Waitrose · Bread & Bakery · Waitrose · medium confidence290 → 250 g | −13.8% | +16.0% |
| Quality Street Matchmakers Zingy Orange box Quality Street · Chocolate & Candy · medium confidence120 → 110 g | −8.3% | — |
| Tesco roast chicken drumsticks (UK) Tesco · Meat & Fish · Tesco · medium confidence430 → 350 g | −18.6% | +6.5% |
| Tesco roast half chicken (UK) Tesco · Meat & Fish · Tesco · medium confidence600 → 500 g | −16.7% | +5.6% |
| Cadbury Roses tub (UK, Christmas 2026) Cadbury · Chocolate & Candy · Tesco, Morrisons550 → 475 g | −13.6% | +15.8% |
| Cadbury Heroes tub (UK, Christmas 2026) Cadbury · Chocolate & Candy · Tesco, Morrisons550 → 475 g | −13.6% | +15.8% |
| McVitie's Digestives twin pack (UK) McVitie's · Cookies & Crackers · Sainsbury's · medium confidence720 → 630 g | −12.5% | +5.4% |
| McVitie's Hobnobs milk chocolate twin pack (UK) McVitie's · Cookies & Crackers · Sainsbury's · medium confidence636 → 524 g | −17.6% | +6.2% |
| Lenor in-wash scent booster beads, Spring Awakening (UK) Lenor · Laundry · Morrisons · medium confidence155 → 137 g | −11.6% | +25.7% |
| Old El Paso Crunchy Taco Shells, 12 (UK) Old El Paso · Pasta, Rice & Meals · Sainsbury's · medium confidence156 → 135 g | −13.5% | +41.6% |
| Bisto Best gravy granules, large jar (UK, 2026) Bisto · Pasta, Rice & Meals · Sainsbury's · medium confidence390 → 350 g | −10.3% | +11.4% |
| Old El Paso Crunchy Taco kit, garlic & paprika (UK) Old El Paso · Pasta, Rice & Meals · Sainsbury's · medium confidence308 → 287 g | −6.8% | +7.3% |
| Milton sterilising fluid (Sainsbury's) Sainsbury's · Baby · Sainsbury's · medium confidence1000 → 500 ml | −50.0% | +34.1% |
| M&M's Peanut family pouch (UK) M&M's · Chocolate & Candy · Tesco · medium confidence400 → 330 g | −17.5% | +9.1% |
| Cadbury Dairy Milk gifting bars, Huge Congrats and Thank You (UK) Cadbury · Chocolate & Candy · Tesco · medium confidence360 → 345 g | −4.2% | +4.3% |
| Kellogg's Rice Krispies Squares caramel & chocolate bars (UK) Rice Krispies · Chips & Snacks · Ocado · medium confidence288 → 144 g | −50.0% | +36.4% |
| Go Ahead Fruit & Oat Bakes, 6 bars (UK) Go Ahead · Chips & Snacks · Asda, Tesco, Waitrose · medium confidence210 → 150 g | −28.6% | +40.0% |
| Crown Farms charcoal chicken seekh kebabs (Iceland) Crown Farms · Frozen Foods · Iceland · medium confidence600 → 500 g | −16.7% | +20.0% |
| Fox's Half Coated Milk Chocolate Cookies (UK) Fox's · Cookies & Crackers · Tesco · medium confidence175 → 157 g | −10.3% | +11.5% |
| Fox's Chocolatey Rounds biscuits (UK) Fox's · Cookies & Crackers · Sainsbury's, Tesco · medium confidence130 → 117 g | −10.0% | +11.1% |
| Cadbury Heroes paper tub (UK, summer 2026) Cadbury · Chocolate & Candy · Tesco · medium confidence500 → 475 g | −5.0% | +5.3% |
| Scrub Daddy Sponge Daddy dual-sided sponges (UK) Scrub Daddy · Dish & Cleaning · Tesco · medium confidence4 → 3 sponges | −25.0% | +6.1% |
| Buster bathroom plug unblocker (UK) Buster · Dish & Cleaning · Tesco · medium confidence600 → 300 ml | −50.0% | +33.3% |
| Ariel 4in1 PODS, 50 capsules (ASDA) Ariel · Laundry · Asda · medium confidence920 → 840 g | −8.7% | +9.5% |
| Kenco Smooth / Rich / Decaf instant coffee jar, large Kenco · Coffee & Tea200 → 190 g | −5.0% | — |
| Kenco Smooth / Rich / Decaf instant coffee jar, small Kenco · Coffee & Tea100 → 95 g | −5.0% | — |
| Dr. Oetker Ristorante Vegan Margherita Pomodori pizza (UK) Dr. Oetker · Frozen Foods · Asda · medium confidence340 → 295 g | −13.2% | +16.9% |
| Mr Kipling Signature salted caramel brownie bites (UK) Mr Kipling · Bread & Bakery · Asda · medium confidence10 → 8 cakes | −20.0% | +25.0% |
| Morrisons frozen button sprouts (UK) Morrisons · Frozen Foods · Morrisons · medium confidence1000 → 800 g | −20.0% | +15.0% |
| Chaps Premium Zobo soft drink (Morrisons) Chaps · Juice & Drinks · Morrisons · medium confidence330 → 275 ml | −16.7% | +20.0% |
| Belazu truffle & pecorino nut mix (Waitrose) Belazu · Chips & Snacks · Waitrose · medium confidence135 → 120 g | −11.1% | +16.4% |
| ASDA tender chicken breast mini fillets ASDA · Meat & Fish · Asda · medium confidence650 → 600 g | −7.7% | +9.0% |
| Lenor fabric conditioner, 78 → 59 washes (UK) Lenor · Laundry · Asda, Morrisons · medium confidence78 → 59 washes | −24.4% | +26.1% |
| Morrisons frozen sliced green beans (UK) Morrisons · Frozen Foods · Morrisons · medium confidence750 → 550 g | −26.7% | +36.4% |
| Tesco Finest mini San Marzano tomatoes (UK) Tesco · Pasta, Rice & Meals · Tesco · medium confidence270 → 220 g | −18.5% | +22.7% |
| Ines Rosales rosemary & thyme tortas (UK) Ines Rosales · Cookies & Crackers · Waitrose · medium confidence180 → 120 g | −33.3% | +23.5% |
| Dean's shortbread petticoat tails and fingers (UK) Dean's · Cookies & Crackers · Morrisons · medium confidence150 → 125 g | −16.7% | +20.0% |
| I Can't Believe It's Not Butter spread (UK) I Can't Believe · Dairy · Tesco · medium confidence500 → 450 g | −10.0% | +11.1% |
| Danone Skyr high protein natural yoghurt (UK) Danone · Dairy · Tesco · medium confidence480 → 450 g | −6.2% | +6.7% |
| Maynards Bassetts Wine Gums bag (UK) Maynards Bassetts · Chocolate & Candy · Tesco · medium confidence165 → 130 g | −21.2% | +5.8% |
| Birds Eye breaded haddock fish fingers (UK) Birds Eye · Frozen Foods · Asda · medium confidence10 → 8 fish fingers | −20.0% | +18.6% |
| Pukka steak and pepperoni pizza slices (UK) Pukka · Pasta, Rice & Meals · Sainsbury's, Morrisons · medium confidence170 → 140 g | −17.6% | +9.0% |
| Tesco Finest roast turkey breast slices (UK) Tesco · Meat & Fish · Tesco · medium confidence120 → 100 g | −16.7% | +12.0% |
| Morrisons ginger shot Morrisons · Juice & Drinks · Morrisons · medium confidence100 → 60 ml | −40.0% | +127.3% |
| Fruit Bowl Peelers (UK) Fruit Bowl · Chips & Snacks · Waitrose · medium confidence80 → 50 g | −37.5% | +60.0% |
| Fairy Outdoorable fabric conditioner (UK) Fairy · Laundry · Morrisons · medium confidence84 → 60 washes | −28.6% | +14.5% |
| Aquafresh Fresh & Minty toothpaste (UK, 2026) Aquafresh · Oral Care · Asda · medium confidence100 → 75 ml | −25.0% | +12.1% |
| GAIL's challah knots, 2 pack (Waitrose) GAIL's · Bread & Bakery · Waitrose · medium confidence220 → 166 g | −24.5% | +32.5% |
| Tesco tomato & basil pasta (chilled) Tesco · Pasta, Rice & Meals · Tesco · medium confidence550 → 450 g | −18.2% | +31.0% |
| Cadbury Time Out Orange wafer multipack (UK) Cadbury · Chocolate & Candy · Tesco · medium confidence108 → 90 g | −16.7% | +20.0% |
| Tesco Finest tabbouleh with mint & herb dressing Tesco · Pasta, Rice & Meals · Tesco · medium confidence235 → 200 g | −14.9% | +17.5% |
| Tesco Finest couscous salads (Moroccan inspired, smoky roasted vegetable) Tesco · Pasta, Rice & Meals · Tesco · medium confidence230 → 200 g | −13.0% | +15.0% |
| Hartley's Best jam (UK) Hartley's · Baking & Spreads · Morrisons · medium confidence340 → 300 g | −11.8% | +13.3% |
| Pringles sharing tubes (UK, 2026) Pringles · Chips & Snacks · Sainsbury's, Tesco · medium confidence185 → 165 g | −10.8% | +12.1% |
| Tesco Finest Caesar pasta salad Tesco · Pasta, Rice & Meals · Tesco · medium confidence235 → 215 g | −8.5% | +9.3% |
| ASDA 4 pies, chicken & veg and cheese & veg ASDA · Pasta, Rice & Meals · Asda · medium confidence600 → 568 g | −5.3% | +5.6% |
| Maltesers Teasers large Easter egg Maltesers · Chocolate & Candy · Tesco190 → 155 g | −18.4% | +37.9% |
| Cadbury Wispa large Easter egg Cadbury · Chocolate & Candy · Tesco182.5 → 177 g | −3.0% | +16.0% |
| Nivea Sun Ultra Sensitive SPF 50 sun cream (UK) Nivea · Personal Care50 → 40 ml | −20.0% | +25.0% |
| M&M's Crispy Easter Egg M&M's · Chocolate & Candy192 → 156 g | −18.8% | +40.4% |
| Galaxy Milk Chocolate Extra Large Easter Egg Galaxy · Chocolate & Candy252 → 210 g | −16.7% | +43.9% |
| Maltesers XL Easter egg Maltesers · Chocolate & Candy231 → 194 g | −16.0% | +38.9% |
| Toblerone The Edgy Egg Milk Chocolate Easter Egg Toblerone · Chocolate & Candy298 → 256 g | −14.1% | +24.7% |
| Cadbury Twirl XL Easter egg Cadbury · Chocolate & Candy241 → 218 g | −9.5% | +29.0% |
| Cadbury Mini Eggs Milk Chocolate Easter Egg Cadbury · Chocolate & Candy193.5 → 181 g | −6.5% | +33.6% |
| Cadbury Mini Eggs family pack Cadbury · Chocolate & Candy270 → 256 g | −5.2% | — |
| Cadbury Dairy Milk & White Shell Egg Cadbury · Chocolate & Candy372 → 360 g | −3.2% | +3.3% |
| Ueshima whole bean and ground coffee Ueshima · Coffee & Tea · Sainsbury's, Morrisons, Waitrose, Ocado250 → 200 g | −20.0% | +25.0% |
| Cadbury Roses, Heroes and Twirl pouches (UK) Cadbury · Chocolate & Candy300 → 270 g | −10.0% | — |
| Cadbury Fudge bar multipack (UK) Cadbury · Chocolate & Candy5 → 4 bars | −20.0% | +25.0% |
| Kerrygold Salted and Unsalted butter block Kerrygold · Dairy250 → 200 g | −20.0% | — |
| Cadbury Roses Christmas tin Cadbury · Chocolate & Candy · Morrisons750 → 700 g | −6.7% | +26.3% |
| Revels large pouch Revels · Chocolate & Candy · Morrisons205 → 185 g | −9.8% | +33.0% |
| Cadbury Oreo Bites chocolate bag Cadbury · Chocolate & Candy · Tesco110 → 100 g | −9.1% | +10.0% |
| M&M's Chocolate More to Share pouch M&M's · Chocolate & Candy · Sainsbury's220 → 200 g | −9.1% | +10.0% |
| Cadbury Twirl Bites bag Cadbury · Chocolate & Candy · Tesco · medium confidence110 → 100 g | −9.1% | — |
| Galaxy Minstrels sharing pouch Galaxy · Chocolate & Candy · Asda125 → 118 g | −5.6% | +5.9% |
| Felix As Good As It Looks cat food pouches, 12-pack (UK) Felix · Pet Food · Tesco and Morrisons100 → 85 g | −15.0% | +17.6% |
| Pedigree Adult Complete dry dog food, beef & vegetables (UK) Pedigree · Pet Food · Zooplus · medium confidence15 → 12 kg | −20.0% | +62.5% |
| James Wellbeloved Adult Hypoallergenic dry dog food, turkey & rice (UK) James Wellbeloved · Pet Food · Zooplus · medium confidence15 → 12 kg | −20.0% | — |
| Pedigree Biscrok Gravy Bones dog biscuits (UK) Pedigree · Pet Food · Zooplus · medium confidence500 → 400 g | −20.0% | — |
| Twix white chocolate Easter egg Twix · Chocolate & Candy316 → 258 g | −18.4% | — |
| KitKat Chunky milk chocolate Easter egg KitKat · Chocolate & Candy129 → 110 g | −14.7% | — |
| Quality Street Purple One (per sweet) Quality Street · Chocolate & Candy9.59 → 8.46 g | −11.8% | — |
| Pedigree Jumbone Medium, beef & poultry (UK) Pedigree · Pet Food · Zooplus · medium confidence200 → 180 g | −10.0% | — |
| Celebrations tub (2025) Celebrations · Chocolate & Candy550 → 500 g | −9.1% | — |
| Terry's Chocolate Orange (2025) Terry's · Chocolate & Candy157 → 145 g | −7.6% | — |
| Toblerone 360g bar (UK) Toblerone · Chocolate & Candy360 → 340 g | −5.6% | — |
| Quality Street Orange Crunch (per sweet) Quality Street · Chocolate & Candy9.06 → 8.72 g | −3.8% | — |
| Ocean Spray cranberry sauce jar, smooth and whole Ocean Spray · Baking & Spreads · Tesco, Sainsbury's, Morrisons250 → 200 g | −20.0% | — |
| Nestlé Dairy Box small box Nestlé · Chocolate & Candy20 → 16 chocolates | −20.0% | — |
| Nestlé Dairy Box Classic Collection Nestlé · Chocolate & Candy40 → 32 chocolates | −20.0% | — |
| Nestlé Dairy Box Winter Collection Nestlé · Chocolate & Candy · Asda40 → 36 chocolates | −10.0% | — |
| Cadbury Mini Snowballs family bag Cadbury · Chocolate & Candy · Asda, Sainsbury's, Morrisons, Waitrose296 → 270 g | −8.8% | — |
| Herbal Essences conditioners, Ignite My Colour / Dazzling Shine / Hello Hydration (UK) Herbal Essences · Soap, Shampoo & Body Wash · Tesco400 → 275 ml | −31.2% | +45.5% |
| Bahlsen Choco Leibniz biscuits (UK) Bahlsen · Cookies & Crackers · Tesco, Sainsbury's, Asda and Morrisons125 → 111 g | −11.2% | +12.6% |
| Ritz Cheese crackers (UK) Ritz · Cookies & Crackers · Tesco and Asda200 → 140 g | −30.0% | +42.9% |
| Ritz Original crackers (UK) Ritz · Cookies & Crackers · Tesco and Asda200 → 150 g | −25.0% | +33.3% |
| Cadbury medium Santa selection box Cadbury · Chocolate & Candy145 → 125 g | −13.8% | — |
| Cadbury Buttons selection box Cadbury · Chocolate & Candy375 → 340 g | −9.3% | — |
| Celebrations tub Celebrations · Chocolate & Candy600 → 550 g | −8.3% | — |
| Blue Dragon fine, medium and whole wheat egg noodles (UK) Blue Dragon · Pasta, Rice & Meals · Morrisons300 → 250 g | −16.7% | +43.2% |
| Starburst sweets bag (UK) Starburst · Chocolate & Candy · Sainsbury's152 → 138 g | −9.2% | +37.7% |
| Simple Pure soap bars for sensitive skin, 4-pack (UK) Simple · Soap, Shampoo & Body Wash · Morrisons125 → 100 g | −20.0% | +25.0% |
| Daz XXL washing powder (UK) Daz · Laundry · Asda, Tesco and Morrisons4.875 → 4.225 kg | −13.3% | +15.4% |
| Simple Refreshing and Nourishing shower gels (UK) Simple · Soap, Shampoo & Body Wash · Tesco500 → 450 ml | −10.0% | +26.8% |
| Whiskas dry cat food bag (UK) Whiskas · Pet Food2 → 1.9 kg | −5.0% | — |
| Sainsbury's Scottish Oats Sainsbury's · Breakfast Cereals1000 → 500 g | −50.0% | — |
| Bisto Best turkey gravy granules Bisto · Pasta, Rice & Meals230 → 150 g | −34.8% | — |
| Colgate Triple Action Toothpaste Colgate · Oral Care100 → 75 ml | −25.0% | — |
| Aquafresh Complete Care toothpaste Aquafresh · Oral Care100 → 75 ml | −25.0% | — |
| PG Tips Tasty Decaf Pyramid tea bags PG Tips · Coffee & Tea180 → 140 bags | −22.2% | — |
| Lurpak Slightly Salted Butter Lurpak · Dairy225 → 180 g | −20.0% | — |
| Yeo Valley Organic Salted Spreadable Yeo Valley · Dairy500 → 400 g | −20.0% | — |
| Cadbury Dairy Milk Freddo multipack Cadbury · Chocolate & Candy5 → 4 bars | −20.0% | — |
| Listerine Fresh Burst mouthwash Listerine · Oral Care600 → 500 ml | −16.7% | — |
| Cadbury Brunch Chocolate Chip Bars Cadbury · Chocolate & Candy6 → 5 bars | −16.7% | — |
| Gaviscon Liquid Aniseed Gaviscon · Health & Supplements600 → 500 ml | −16.7% | — |
| Whiskas cat food pouch (UK) Whiskas · Pet Food · medium confidence100 → 85 g | −15.0% | — |
| KitKat two-finger multipack KitKat · Chocolate & Candy21 → 18 bars | −14.3% | — |
| Kettle Chips Sea Salt & Black Peppercorn Kettle · Chips & Snacks150 → 130 g | −13.3% | — |
| Rowntree's Jelly Tots giant tube Rowntree's · Chocolate & Candy130 → 115 g | −11.5% | — |
| Milkybar buttons giant tube Milkybar · Chocolate & Candy90 → 80 g | −11.1% | — |
| Andrex Classic Clean Washlets wipes Andrex · Toilet Paper40 → 36 wipes | −10.0% | — |
| Coffee Mate Original Whitener Coffee Mate · Coffee & Tea500 → 450 g | −10.0% | — |
| Quality Street tub (2023) Quality Street · Chocolate & Candy600 → 550 g | −8.3% | — |
| Bisto Best Chicken Gravy Granules Bisto · Pasta, Rice & Meals250 → 230 g | −8.0% | — |
| McVitie's Digestives Dark Chocolate McVitie's · Cookies & Crackers433 → 400 g | −7.6% | — |
| Nescafé Original instant coffee Nescafé · Coffee & Tea200 → 190 g | −5.0% | — |
| Terry's Chocolate Orange Ball Toffee Crunch Terry's · Chocolate & Candy152 → 145 g | −4.6% | — |
| Daz All-In-1 Pods laundry pods (UK) Daz · Laundry · Morrisons54 → 40 pods | −25.9% | +44.6% |
| Fairy Original All In One dishwasher tablets, lemon (UK) Fairy · Dish & Cleaning · Morrisons58 → 52 tablets | −10.3% | +39.4% |
| Fairy Non Bio Pods Sensitive laundry pods (UK) Fairy · Laundry · Morrisons38 → 36 pods | −5.3% | +40.7% |
| Bold All-In-1 washing capsules, Sparkling Bloom & Yellow Poppy (UK) Bold · Laundry · Morrisons57 → 54 capsules | −5.3% | +5.6% |
| Lenor fabric conditioner Ruby Jasmine, 50 → 48 washes (UK) Lenor · Laundry · Morrisons1750 → 1680 ml | −4.0% | +4.2% |
| Lurpak block butter Lurpak · Dairy250 → 200 g | −20.0% | — |
| Penguin and Club biscuit multipacks McVitie's · Cookies & Crackers8 → 7 bars | −12.5% | — |
| Dove Beauty Bar (UK) Dove · Soap, Shampoo & Body Wash · medium confidence100 → 90 g | −10.0% | — |
| McVitie's Digestives McVitie's · Cookies & Crackers400 → 360 g | −10.0% | — |
| Nescafé Azera Americano tin (UK) Nescafé · Coffee & Tea100 → 90 g | −10.0% | — |
| Richmond meat-free sausages Richmond · Meat & Fish336 → 304 g | −9.5% | — |
| Magnum ice creams (4-pack, per stick) Magnum · Ice Cream110 → 100 ml | −9.1% | — |
| Quality Street tub Quality Street · Chocolate & Candy650 → 600 g | −7.7% | — |
| Pringles tube (UK) Pringles · Chips & Snacks200 → 185 g | −7.5% | — |
| Comfort Pure fabric conditioner Comfort · Laundry85 → 83 washes | −2.4% | — |
| Bisto parsley sauce granules (UK) Bisto · Pasta, Rice & Meals300 → 190 g | −36.7% | +28.0% |
| Fairy All in One dishwasher tablets, 67-pack (UK) Fairy · Dish & Cleaning67 → 60 tablets | −10.4% | +34.0% |
| Doritos, 200 g sharing bag (UK) Doritos · Chips & Snacks200 → 180 g | −10.0% | +11.1% |
| Felix mixed selection in jelly cat food, 44-sachet pack (UK) Felix · Pet Food44 → 40 sachets | −9.1% | +10.0% |
| Ecover washing-up liquid, 1 litre bottle (UK) Ecover · Dish & Cleaning1000 → 950 ml | −5.0% | +9.6% |
| McVitie's Digestives, 500 g pack (UK, 2018) McVitie's · Cookies & Crackers500 → 400 g | −20.0% | +13.6% |
| Ambrosia Devon custard, 1 kg pack (UK) Ambrosia · Dairy1000 → 750 g | −25.0% | +33.3% |
| Andrex standard toilet roll (UK) Andrex · Toilet Paper240 → 221 sheets/roll | −7.9% | — |
| Sensodyne toothpaste tube (UK, 2016) Sensodyne · Oral Care · medium confidence100 → 75 ml | −25.0% | — |
| Tropicana Creations Pure Premium orange & raspberry juice (UK) Tropicana · Juice & Drinks1000 → 850 ml | −15.0% | +17.6% |
| Andrex Puppies On A Roll toilet tissue (UK) Andrex · Toilet Paper · medium confidence221 → 190 sheets/roll | −14.0% | — |
| Rowntree's Fruit Pastilles, standard tube (UK) Rowntree's · Chocolate & Candy · medium confidence44 → 39 pastilles | −11.4% | — |
| Dettol Power and Pure bathroom wipes (UK) Dettol · Dish & Cleaning36 → 32 wipes | −11.1% | +12.5% |
| McVitie's Digestives Dark Chocolate, 332 g pack (UK) McVitie's · Cookies & Crackers332 → 300 g | −9.6% | +17.6% |
| Toblerone bar (UK) Toblerone · Chocolate & Candy · medium confidence170 → 150 g | −11.8% | — |
| Terry's Chocolate Orange (UK) Terry's · Chocolate & Candy · medium confidence175 → 157 g | −10.3% | — |
| Toblerone large bar (UK) Toblerone · Chocolate & Candy · medium confidence400 → 360 g | −10.0% | — |
| Cadbury Fingers (UK) Cadbury · Chocolate & Candy · medium confidence125 → 111 g | −11.2% | — |
Biggest per-unit price rises in the UK
From the shelf prices the source recorded before and after, so these are the per-unit rises at the shelf prices the source saw, per gram, millilitre or item. 107 of 107 priced cases went up.
| Product | Size | Cut | Price · per unit · real change |
|---|---|---|---|
| Morrisons ginger shot Morrisons · 2026 · allsupers.co.uk | 100 ml → 60 ml | −40.0% | £1.10 → £1.50 £1.10 → £2.50 per 100 ml +127.3% |
| Pedigree Adult Complete dry dog food, beef & vegetables (UK) Pedigree · 2015–2025 · topdogharnesses.co.uk | 15 kg → 12 kg | −20.0% | £22.99 → £29.89 £1.53 → £2.49 per kg +62.5% |
| Fruit Bowl Peelers (UK) Fruit Bowl · 2026 · allsupers.co.uk | 80 g → 50 g | −37.5% | £3.00 → £3.00 £3.75 → £6.00 per 100 g +60.0% |
| Herbal Essences conditioners, Ignite My Colour / Dazzling Shine / Hello Hydration (UK) Herbal Essences · 2024 · thegrocer.co.uk | 400 ml → 275 ml | −31.2% | £1.95 → £1.95 £0.49 → £0.71 per 100 ml +45.5% |
| Daz All-In-1 Pods laundry pods (UK) Daz · 2022 · thegrocer.co.uk | 54 pods → 40 pods | −25.9% | £7 → £7.50 £0.13 → £0.19 per pod +44.6% |
| Dorset Cereals Simply Delicious → Delicious Fruit & Nut Muesli Dorset Cereals · 2026 · thegrocer.co.uk | 650 g → 500 g | −23.1% | £3.60 → £3.99 £0.55 → £0.80 per 100 g +44.1% |
| Galaxy Milk Chocolate Extra Large Easter Egg Galaxy · 2026 · which.co.uk | 252 g → 210 g | −16.7% | £4.98 → £5.97 £1.98 → £2.84 per 100 g +43.9% |
| Blue Dragon fine, medium and whole wheat egg noodles (UK) Blue Dragon · 2023 · thegrocer.co.uk | 300 g → 250 g | −16.7% | £1.50 → £1.79 £0.50 → £0.72 per 100 g +43.2% |
| Ritz Cheese crackers (UK) Ritz · 2024 · thegrocer.co.uk | 200 g → 140 g | −30.0% | £1.25 → £1.25 £0.63 → £0.89 per 100 g +42.9% |
| Old El Paso Crunchy Taco Shells, 12 (UK) Old El Paso · 2026 · allsupers.co.uk | 156 g → 135 g | −13.5% | £2.00 → £2.45 £1.28 → £1.81 per 100 g +41.6% |
| Fairy Non Bio Pods Sensitive laundry pods (UK) Fairy · 2022 · thegrocer.co.uk | 38 pods → 36 pods | −5.3% | £6 → £8 £0.16 → £0.22 per pod +40.7% |
| M&M's Crispy Easter Egg M&M's · 2026 · which.co.uk | 192 g → 156 g | −18.8% | £3.48 → £3.97 £1.81 → £2.54 per 100 g +40.4% |
| Go Ahead Fruit & Oat Bakes, 6 bars (UK) Go Ahead · 2026 · allsupers.co.uk | 210 g → 150 g | −28.6% | £2.10 → £2.10 £1.00 → £1.40 per 100 g +40.0% |
| Fairy Original All In One dishwasher tablets, lemon (UK) Fairy · 2022 · thegrocer.co.uk | 58 tablets → 52 tablets | −10.3% | £8 → £10 £0.14 → £0.19 per tablet +39.4% |
| Maltesers XL Easter egg Maltesers · 2026 · theguardian.com | 231 g → 194 g | −16.0% | £6.00 → £7.00 £2.60 → £3.61 per 100 g +38.9% |
Biggest size cuts in the UK
| Product | Size | Cut |
|---|---|---|
| Buster bathroom plug unblocker (UK) Buster · 2026 · allsupers.co.uk | 600 ml → 300 ml | −50.0% |
| Kellogg's Rice Krispies Squares caramel & chocolate bars (UK) Rice Krispies · 2026 · allsupers.co.uk | 288 g → 144 g | −50.0% |
| Milton sterilising fluid (Sainsbury's) Sainsbury's · 2026 · allsupers.co.uk | 1000 ml → 500 ml | −50.0% |
| Sainsbury's Scottish Oats Sainsbury's · 2023 · which.co.uk | 1000 g → 500 g | −50.0% |
| Morrisons ginger shot Morrisons · 2026 · allsupers.co.uk | 100 ml → 60 ml | −40.0% |
| Fruit Bowl Peelers (UK) Fruit Bowl · 2026 · allsupers.co.uk | 80 g → 50 g | −37.5% |
| Bisto parsley sauce granules (UK) Bisto · 2019 · which.co.uk | 300 g → 190 g | −36.7% |
| Bisto Best turkey gravy granules Bisto · 2023 · which.co.uk | 230 g → 150 g | −34.8% |
| Ines Rosales rosemary & thyme tortas (UK) Ines Rosales · 2026 · allsupers.co.uk | 180 g → 120 g | −33.3% |
| Herbal Essences conditioners, Ignite My Colour / Dazzling Shine / Hello Hydration (UK) Herbal Essences · 2024 · thegrocer.co.uk | 400 ml → 275 ml | −31.2% |
UK brands caught more than once
Brands with two or more documented cases in the UK. Big brands get more coverage, so this is “caught most often”, not a rate.
| Brand | Cases | Median cut |
|---|---|---|
| Cadbury | 21 | −9.3% |
| Tesco | 8 | −16.7% |
| McVitie's | 7 | −12.5% |
| Quality Street | 5 | −8.3% |
| Bisto | 4 | −22.5% |
| Fairy | 4 | −10.4% |
| Toblerone | 4 | −10.9% |
| Andrex | 3 | −10.0% |
| Dorset Cereals | 3 | −20.6% |
| Kenco | 3 | −5.0% |
| Lenor | 3 | −11.6% |
| M&M's | 3 | −17.5% |
| Morrisons | 3 | −26.7% |
| Nestlé | 3 | −20.0% |
| Pedigree | 3 | −20.0% |
| Sainsbury's | 3 | −50.0% |
| Terry's | 3 | −7.6% |
| ASDA | 2 | −6.5% |
| Aquafresh | 2 | −25.0% |
| Celebrations | 2 | −8.7% |
By category
| Category | Cases | Median cut |
|---|---|---|
| Chocolate & Candy | 55 | −10.0% |
| Pasta, Rice & Meals | 17 | −13.0% |
| Cookies & Crackers | 14 | −12.5% |
| Chips & Snacks | 10 | −16.7% |
| Laundry | 10 | −10.2% |
| Coffee & Tea | 8 | −10.0% |
| Pet Food | 8 | −15.0% |
| Dairy | 7 | −20.0% |
| Dish & Cleaning | 6 | −10.8% |
| Frozen Foods | 6 | −18.3% |
| Meat & Fish | 5 | −16.7% |
| Oral Care | 5 | −25.0% |
| Breakfast Cereals | 4 | −21.9% |
| Juice & Drinks | 4 | −20.8% |
| Soap, Shampoo & Body Wash | 4 | −15.0% |
By year
The year the source dates the change. Each year opens the full list filtered to that year.
| Year | Cases | Median cut |
|---|---|---|
| 2026 | 79 | −14.9% |
| 2025 | 22 | −10.0% |
| 2024 | 12 | −16.9% |
| 2023 | 29 | −14.3% |
| 2022 | 15 | −9.5% |
| 2019 | 5 | −10.0% |
| 2018 | 1 | −20.0% |
| 2017 | 2 | −16.5% |
| 2016 | 9 | −11.4% |
| 2015 | 1 | −11.2% |
Supermarkets
Where the source recorded where the pack was sold (95 of 175 cases). This shows where reporters and price trackers looked, not which supermarket shrinks most: a branded pack usually changes size at every shop that sells it.
| Supermarket | Cases mentioning it |
|---|---|
| Tesco | 33 |
| Morrisons | 25 |
| Asda | 17 |
| Sainsbury's | 17 |
| Waitrose | 8 |
| Zooplus | 4 |
| Iceland | 3 |
| Ocado | 3 |
| Tesco and Asda | 2 |
| Tesco and Morrisons | 2 |
| Asda and Morrisons | 1 |
Own-label packs, which the retailer controls: Tesco 8, Sainsbury's 3. Store brands: Tesco (all store brands).
Sources
Every case comes from a published source that we fetched and checked. Most cited for the UK: allsupers.co.uk (59), which.co.uk (51), thegrocer.co.uk (33), theguardian.com (10), en.wikipedia.org (6), lovemoney.com (4), topdogharnesses.co.uk (4), jrnl.ie (2), asiantrader.biz (1), bbc.co.uk (1) and 4 more. Confidence: 97 cases are high confidence (the source documents both sizes directly) and 78 are medium (evidence: automated supermarket price tracker, reference work, retailer price study, trade press, news report citing consumer organisation survey, consumer organisation survey, manufacturer product page change, retailer online-catalogue scan). Each case page says what the evidence is.
Official context. The Office for National Statistics checked the goods it prices for consumer price inflation and found 206 products that shrank and 79 that got bigger between September 2015 and June 2017, mostly food and drink, and prices usually did not change in the month the size changed (ONS, published 21 January 2019). ONS adjusts the inflation figures for size changes, but a shopper still has to spot them on the shelf.
Unit prices. In July 2023 the Competition and Markets Authority reviewed unit pricing at 11 supermarkets and 7 variety retailers and found compliance concerns with the Price Marking Order at all of them: different units for similar products (tea bags priced per 100 g at some shops and per bag at others), missing or wrong unit prices, labels that are hard to read, and no unit prices on some promotions. Its follow-up price analysis found that the biggest box of tea bags or block of cheese is not always the cheapest per unit. The unit price on the shelf label (per kg, per 100 g, per litre or per item) is still the quickest way to catch a shrink, and our unit price calculator does the sum for packs that use different units.
More on the UK: the United Kingdom summary page. Other trackers: US · Germany · Netherlands · Australia · Austria · Japan · South Korea · France · Italy · Israel · Hungary. All countries: countries · all 1366 cases · ShrinkRadar Index · worst offenders · open data. Spotted a smaller pack? Submit a sighting.
FAQ
Is shrinkflation still happening in the UK in 2026?
Yes. We have 79 documented UK cases dated 2026 so far. The most recent: Dare Wafer in Dark Chocolate bar (UK) 50 g → 44 g (2026); Cheez-It Cheese & Smokey Bacon thin & crispy baked snacks (UK) 150 g → 120 g (2026); Cheez-It Cheese & Chilli thin & crispy baked snacks (UK) 150 g → 120 g (2026).
How many shrinkflation cases are there in the UK?
ShrinkRadar lists 175 documented, sourced cases in the UK from 2015 to 2026, covering 90 brands and 22 categories. It is a record of reported cases, not a count of every pack that shrank.
What is the biggest shrinkflation case in the UK?
Sainsbury's Scottish Oats: 1000 g → 500 g (−50.0%, 2023, source: which.co.uk). The biggest real rise in price per unit, using the shelf prices the source recorded: Morrisons ginger shot, £1.10 → £1.50 for 100 ml → 60 ml, +127.3% per unit.
Which brands have shrunk the most in the UK?
Most documented cases in our library: Cadbury (21), Tesco (8), McVitie's (7), Quality Street (5), Bisto (4), Fairy (4), Toblerone (4), Andrex (3). Big brands get more press coverage, so read this as “caught most often”, not a rate.
Which supermarkets sell the shrunken packs?
Where the source recorded where the pack was sold (95 of 175 cases), the most mentioned are Tesco (33), Morrisons (25), Asda (17), Sainsbury's (17), Waitrose (8), Zooplus (4). That reflects where reporters and trackers looked. Branded packs usually change size at every shop that sells them, while own-label packs belong to the retailer: Tesco (8), Sainsbury's (3).
How much smaller do packs get in the UK?
The median documented cut is 13.0%, which is a 15.0% hidden price rise per unit if the shelf price stays the same. Where the source recorded the price before and after (107 cases), 107 got more expensive per unit.
How can I spot shrinkflation in a UK supermarket?
Read the unit price on the shelf label (price per kg, 100 g, litre or item), not the pack price, and compare it with what you paid before. The CMA found unit prices are sometimes missing, inconsistent or hard to read, so check the net weight printed on the pack too. Our unit price calculator compares packs that use different units.
Where does the UK data come from?
From allsupers.co.uk, which.co.uk, thegrocer.co.uk, theguardian.com, en.wikipedia.org, lovemoney.com and 8 more sources. Each case page links and quotes its source. 97 cases are high confidence and 78 medium confidence (evidence: automated supermarket price tracker, reference work, retailer price study, trade press, news report citing consumer organisation survey, consumer organisation survey, manufacturer product page change, retailer online-catalogue scan; the case page says which).