trendspotting: Downsizing discreetly - The incredible shrinking groceries

We have noticed a new sales & marketing trend we think is heading this way, in the USA it is sometimes referred as the 'grocery shrink ray'. Fran and I have spotted it over here in the past few weeks. (try google search)

It started with the scampi we ordered from Tesco online, it was the only substitution of the order, It was the same scampi by the same manufacturer at the same price. The reason for the substitution was that it contained 220g instead of 250g of breaded lobster tails or whatever scampi actually is.

Some weeks later I thought, Is it me? or does this cat food pouch feel smaller, it doesn't look smaller, same size outer box, same size pouch. However if I compare it with an older pack in the larder I find that we now have 85g instead of the usual 100g of succulent tasty cod. It was a half-price special though, so maybe i should be grateful for 85% @ 50% of cost, although when the offer ends we will not continue to buy that particular brand.

And as for crisps, don't get me started on crisps, apart from the 'Walkers crisps colour code" fiasco bags are getting emptier and 24g seems to be this years 25g.

What does this mean in the grand scheme of things?

If we are consumers, we need to look at every label with a proof-checkers eyes and an accountants mind, we really need to study the fine print like never before. If we still have a bargain, albeit for a limited launch period only we'll take that and move on to next promotion that is downsizing discreetly.

If we are a producer, we need to look even more closely at our rivals, are they using the grocery shrink ray and stealing a march on us?

Kind regards

Tony Batt