Hong Kong shoppers are paying more for less, as a new investigation by the Consumer Council exposes widespread “shrinkflation” across supermarket aisles, with some items losing up to 30% of their content while prices remain stubbornly high.
The Consumer Council’s latest report, published in its monthly magazine Choice (Issue 576), has pulled back the curtain on a quiet but costly trend affecting everyday consumers. By analyzing 62 supermarket products over a three-and-a-half-year period from January 2021 to July 2024, the council discovered that more than 90% of these items—58 products in total—had reduced their net weight or volume. The reductions ranged from a modest 1.3% to a staggering 30%, yet shelf prices often stayed the same or even increased.
What Is Shrinkflation and Why Should You Care?
Shrinkflation, a portmanteau of “shrink” and “inflation,” describes a marketing strategy where manufacturers reduce the quantity of a product while keeping the price unchanged or raising it. Consumers, naturally attuned to price tags, often overlook subtle changes in package size, making this an effective—and deceptive—tactic.
The council’s data paints a stark picture: among the surveyed items—which included 43 food products, 17 household goods, and 2 pet food items—candy, biscuits, and snacks topped the list as the most affected categories. A total of 24 items in this group saw reductions between 2.3% and 17.5%. Personal care products followed closely, with 10 items shrinking by 2.9% to 19.9%.
The Worst Offenders: Kellogg’s Corn Flakes and More
The product hit hardest was a well-known brand of corn flakes, which plummeted from 250 grams to just 175 grams—a 30% reduction. Canned hot dog sausages came in second, dropping 20% from 250 grams to 200 grams, while a massage cream ranked third, losing 19.9% of its weight (from 156 grams to 125 grams).
Alarmingly, three products underwent two separate reductions within the three-year window. Two varieties of Oreo sandwich cookies and a bag of Whiskas dry cat food (Ocean Fish Medley) all shrank twice. The cat food, for instance, went from 1.2 kilograms to 1.1 kilograms and then to 1 kilogram—a cumulative loss of 16.7%.
Hidden Price Hikes: Up to 26% More Per Unit
The council’s investigation also revealed that suggested retail prices rarely followed the downward trend in weight. Among the 39 products with manufacturer-recommended prices, 16 saw their per-unit cost rise by 10% or more. The champion of this hidden inflation was McVitie’s Club Chocolate Orange Biscuits: its weight dropped from 176 grams to 154 grams, but the recommended price climbed from HK$33.50 to HK$37.00. This translated to a 26.2% increase in the cost per 10 grams.
Other notable examples include Palmer’s Cocoa Butter Massage Cream, whose per-10-gram price jumped 24.8% after its weight fell to 125 grams while the price stayed at HK$228. Glico Pretz Salad Biscuit Sticks saw a 21.2% per-unit hike, despite the price remaining unchanged at HK$17.90, due to a reduction from 9 packets to 8 and a smaller per-packet weight.
Real-World Impact: 85% of Products Cost More Within a Month
When the council checked actual retail prices one month after product changes, 85% of items (51 products) had higher average per-unit prices. Increases ranged from 0.5% to a shocking 103.6%, with seven items rising by more than 20%. The massage cream again led the pack, with its per-10-gram average price soaring 103.6%.
Even six months after the changes, the picture remained grim: 95% of products (57 items) still had higher per-unit costs compared to the six months before the alteration. Only three items recorded price drops, led by Morinaga Milk Chocolate, which actually became cheaper per unit thanks to a weight increase.
Three Smart Strategies to Beat Shrinkflation
The Consumer Council urges shoppers to stay vigilant with these practical tips:
- Compare unit prices, not total prices. For frequently purchased items, calculate the cost per 10 grams, 100 milliliters, or per piece to spot hidden increases.
- Watch for packaging changes. Labels like “new recipe,” “upgraded formula,” or even a redesigned package can signal a reduction in content.
- Use the council’s online price comparison tool. The “Online Price Watch” platform (https://online-price-watch.consumer.org.hk/opw) lists both total prices and unit prices for thousands of products, making it easier to compare across brands and stores.
Looking Ahead: A Call for Transparency
While shrinkflation is a global phenomenon, the Consumer Council’s findings underscore the need for greater transparency in Hong Kong’s retail market. As production costs rise and supply chains tighten, consumers may continue to see smaller packages. However, awareness is the first line of defense.
By staying informed and using available tools, shoppers can make smarter choices and avoid paying a premium for less. For related reading, explore the council’s recent reports on self-brought containers at restaurants, peanut butter safety, and non-stick cookware tests—all available in Choice magazine.