Grocery shrinkflation gives MUCH less bang for your buck

Pippa Hudson speaks to Wendy Knowler, Consumer Journalist.

Listen to the interview in the audio below.

When it comes to shopping for groceries, our pay cheques are not getting as far as they once did.

This is not only due to rising costs, but also shrinkflation which has us paying more for a smaller product.

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Knowler got hold of an old Pick n Pay slip from 1990, and the prices are enough to make anyone weep.

The 60 items on the list cost a total of just R146,77.

When comparing similar products, she found that a tin of tomato and onion mix was 420g and 99c back then, whereas now it is R19,99 and 410g.

“That would have bought you 20 bigger tins, 34 years ago.”

- Wendy Knowler, Consumer Journalist

This stark difference can be seen in several items, Smoked mussels were R2,69 for 105g in 1990, and now a tin is just 85g and costs R23,99.

For bread, a white sandwich standard loaf was 850g and cost R1,03, and now it is only 700g and costs R19, 99.

In addition to shrinkflation, we are also seeing skimpflation which is when brands skimp out on certain ingredients.

For example, in 1990, 500g of stork margarine was R1,49 and had a minimum fat content of 80%.

In 2024, 500g of stork margarine is R38,99 and has a fat content of 40%.

“It can’t be called margarine anymore, because legally margarine must have a minimum fat content of 80%.”

- Wendy Knowler, Consumer Journalist