Shrinkflation

Rob Hello, I’m Rob…

Feifei … and I’m Feifei and this is The English We Speak. Hold on… Rob, are you eating?!

Rob I am. Would you like a crisp? They’re cheese and onion flavour.

Feifei Oh go on then - oh, I see you’ve eaten most of them, but I’ll have the last one, shall I?

Rob Actually Fefei, there weren’t many crisps to start with - it’s this ‘shrinkflation’.

Feifei Shrinkflation - I guess that’s the opposite of ‘inflation’?

Rob That’s correct - inflation is where prices rise, or the size of things get bigger - they inflate - like a balloon. But with shrinkflation things get smaller - but not the physical size of things, it’s the quantity of something.

Feifei I see. So the crisp packet is the same size, but the number of crisps in side has been reduced.

Rob That’s right. Let’s hear some examples of other people using the work ‘shrinkflation’…

Examples I paid the same price for this chocolate bar as I always have, but when I unwrapped it, it was smaller - I guess that’s shrinkflation!

It appears lots of brands are practising shrinkflation these days, probably to cut costs and maximise their profits.

I don’t believe it! There used to be 20 biscuits in the packet, but now shrinkflation means there are only 16!

Feifei So shrinkflation is where the quantity of something is reduced. Why does this happen Rob?

Rob Well, it’s a marketing trick - it’s so a manufacturer does not put up the price of a product, but just reduces the cost of making it by putting less inside - but we think we’re getting the same amount.

Feifei Clever! It’s the same these days with chocolate bars, packets of cereals…

Rob … and BBC Learning English programmes.

Feifei What?

Rob Yes, even this programme is affected by shrinkflation - there’s less in it - even though our listeners might think they’re getting the same amount. Come on it’s time to go.

Feifei Really? This programme seems to go on for longer than ever.

Both
Bye!