Skimpflation: Your favourite products look the same but taste different

Lester Kiewit speaks to Brett Rogers (Culture Lead at Have You Heard Marketing) about 'skimpflation'.

'Shrinkflation' is when you open a bag of chips and realise that it's giving way more air than potato.

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It is a way for producers to stealthily adjust for inflation without hiking prices too much.

"A 100-gram pack of chips was R10 a few years ago but is now R13 for 80 grams," explains Rogers.

Makers of foodstuffs are particularly guilty of slightly decreasing product sizes without cutting prices accordingly.

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Now, shrinkflation has sneakier partner called 'skimpflation'

It's all in the name - it's skimping on product ingredients that change the quality of the product - it's why your favourite biscuits or chips "just hit different" - and not in a good way. 

"Skimpflation is when the product appears to be the same but the quality of ingredients are worse or the pricier ingredients are cut out. The product looks the same but taste different because poorer quality ingredients are used to make the product cheaper to manufacture. For example, your favourite biscuits tastes different because the quality of the butter or sugar might have been adjusted, affecting the taste."

- Brett Rogers, Culture Lead - Have You Heard Marketing

"This is something we have to be vigilant about because it's challenging for a consumer because you end up with a loss."

- Brett Rogers, Culture Lead - Have You Heard Marketing

Skimpflation is often tougher to notice because subtle, sneakier changes are made

Rogers warns that labels such as 'new and improved' or 'improved recipe' can be markers of product skimpflation. 

Consumers must take responsibility for being aware of shrinkflation and skimpflation, because brands are not open about the practice.

"These are not things brands are proud of so they're very rarely going to tell us or be transparent about these changes. Watch what you're buying. If things say 'new and improved', check what is new and improved."

- Brett Rogers, Culture Lead - Have You Heard Marketing

Scroll up to the audio player to listen to the interview.