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Shrinkflation Hits UK Staples Amid Falling Shop Prices

10/28/2025

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Summary

Story summary

Which? (the consumer watchdog) reports shrinkflation in UK staples, with Aquafresh toothpaste shrinking from 100 ml to 75 ml while prices rose, and size reductions for Gaviscon and Quality Street chocolates.
Reena Sewraz from Which? urged supermarkets to display unit pricing to help consumers compare value.
UK shop price inflation fell to 1% in October, aided by lower sugar prices and early discounts ahead of Black Friday.

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Story summary

Which? (the consumer watchdog) reports shrinkflation in UK staples, with Aquafresh toothpaste shrinking from 100 ml to 75 ml while prices rose, and size reductions for Gaviscon and Quality Street chocolates.
Reena Sewraz from Which? urged supermarkets to display unit pricing to help consumers compare value.
UK shop price inflation fell to 1% in October, aided by lower sugar prices and early discounts ahead of Black Friday.