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'Shrinkflation' adding pressure to grocery bills, Which? finds
The Guardian
|October 28, 2025
Toothpaste, coffee and heartburn medicine are among the latest products shrinking in size as shoppers pay the same price, piling pressure on household grocery budgets.
The consumer watchdog Which? found a range of new examples of “shrinkflation” as brands cut back on quantity and quality in an effort to reduce costs.
One of the worst instances was Aquafresh Complete Care Original toothpaste, which rose from £1.30 for 100ml to £2 for 75ml at Tesco, Sainsbury’s and Ocado, a 105% increase per 100ml.
This story is from the October 28, 2025 edition of The Guardian.
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