Edgar Dwarsky says he has identified dozens of products that have shrunk in size in recent months, from charming toilet paper rolls to chiros grain packets, including mash for royalty. Canine cats. The price remains the same.
Rising costs to justify the traditional price hike in September, not only the material, but also the labor-intensive General Mills (especially the Chirios) referred to, but the technical term PPA (price packing architecture) or “can be quantified.” .
But 20 years ago, if only consumers who had an eye “complained in their corner,” today with the Internet, Edgar Dwersky emphasizes, “it’s common.” There are 14,500 members of the “shrink” group on the social network Reddit, who share their findings and have a more fun form of protest.
It is clear that size reduction is less than price increase, ”Jonathan Khoo, a software developer in Oregon, told AFP. Rather than a price increase, “it gets worse between the time you buy and when you realize you’ve cheated.”
Pierre Chandon, marketing professor at INSAD, explains that the perception of this fraud comes from the “misconception among many consumers that standards are standardized and regulated”, which is not the case in rare cases for alcohol. “As we assume the weight is stable, we do not look at it.”
“This is obviously a problem for me,” Jonathan Kuo confirms, but as a customer we have no sense (…) of anything we have not heard (…). “
Brian Johnson, a 52-year-old data analyst, said: “Businesses do this because they have a price in the minds of consumers for a product based on years of experience.
Others in Oregon were surprised to see that Telumuk ice cream cups had risen from 1.65 liters to 1.42 liters.
“They don’t do this lightly,” Edgar Dawarski says. “(Cost of re-calibration) they have verified and if 0.5% of customers complain, they send vouchers to purchase the affected item.”
So there is no example of a product that has gone out of consumer numbers after being reduced in size. Members of Reddit’s dedicated team never called for a brand to be boycotted.
“Maybe we’ve learned that this is normal, and if it’s cheating on us, it’s because we’re bad buyers somewhere,” Pierre Chandon suggests.
In addition to the price, Brian Johnson is concerned about the “packaging mess” exacerbated by the “shrinkage”. “If it continues to make money for them, they will,” he said angrily.
Anand Krishnamurthy, a professor of marketing at the University of Central Florida, also said there was “no incentive” for brands to return products to their original size once the inflation period is over. So the difference is really the end.
However, he warns not to discredit the agro-industry, as he can find examples in many other areas. This is evidenced by the development of aircraft in smaller apartments, compact car models, or with more passengers per square meter than before.
Pierre Chandon sees health benefits in this business. “We know we eat as much as we can,” but after decades of explosions with contractions, “we’re going back to normal stocks a long time ago,” he said.