Australians are being hit by shrinkflation across the supermarket, from the cereal aisle to cleaning products and even hot cross buns, according to a consumer investigation.

Advocacy group CHOICE published analysis on Wednesday revealing 10 products at major supermarkets being hit by shrinkflation – when product size shrinks will prices keep rising.

CHOICE journalist Liam Kennedy said the practice was becoming more common, with consumers showing frustration amid broader anger at Coles and Woolworths over higher prices.

“We’ve heard from many people who say their favourite products have reduced in size, and in some cases, become more expensive,” Kennedy said.

“CHOICE’s latest investigation into shrinkflation has found some Easter favourites, breakfast cereals and cleaning products are among the supermarket items that have shrunk but gone up in price.”

Source: CHOICE (click to enlarge).

Homebrand cereals were among the products highlighted by CHOICE; both Woolworths and Coles have reduced the sizes of their products by 65 grams, despite the price staying $4.50.

Elsewhere, Community Co-branded hot cross buns (both traditional and chocolate) shrunk 30 grams in the past year, reducing from 480 grams to 450 grams – prices rose from $4 to $4.50.

Woolworths’ popular salted corn chips had also shrunk 25 grams to 175 grams, despite prices staying the same, CHOICE said.

Source: CHOICE (click to enlarge).

“McVities’ Go Ahead range of ‘forest fruit’-flavoured biscuits are also decreasing in size with packets going from 218 grams for $4.40 in June 2022 to 174 gram now, with no reduction in price,” Kennedy said.

“Jif’s Power & Shine Bathroom cleaner cost $2.50 in May 2022, with a 700-millilitre bottle size. Now, you’ll only get 500 millilitres for $4, meaning the cost of each 100 millilitres has increased by over 122 per cent.”

CHOICE is calling for regulations that would require supermarkets and food producers to alert customers when product sizes change, saying there isn’t enough transparency.

That call has been backed in recent weeks by other experts, who have decried the “black box” of supermarket pricing that keeps shoppers in the dark amid skyrocketing inflation.

Source: CHOICE (click to enlarge).

“Supermarkets should be required to be upfront with their customers about products that have decreased in size but not in price, so consumers can make informed decisions when shopping,” Kennedy said.

“During a cost-of-living crisis, this is more important than ever.”

In the meantime, CHOICE is urging Australians to pay attention to unit pricing at supermarkets and to beware of labels like “new and improved” when at the shops.