Nivea has come under fire for what many are calling “predatory” shrinkflation after reducing the size of its ultra-sensitive 50 SPF sun cream from 50ml to 40ml, while maintaining the price at £8.50. Customers have expressed frustration, as sunscreen usage cannot simply be reduced, making the smaller size feel like a hidden price hike.
One customer posted on the Boots website, “Shrinking sunscreen is absolutely predatory because you can’t just use less.” The change has been attributed by Nivea to improved product quality and enhanced packaging sustainability. According to the company, “As part of these improvements, the fill volume was moderately adjusted from 50ml to 40ml,” and the new volume is clearly stated on the packaging.
Consumer watchdog Which? has previously raised concerns about “shrinkflation” and “skimpflation,” urging supermarkets and manufacturers to be more transparent when altering product sizes or ingredient quantities. Which?’s research, fueled by consumer reports, uncovered numerous examples including tea bags and sausages with reduced quantities, demonstrating that shoppers are frequently paying more for less product.
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Ele Clark, retail editor for Which?, emphasized the need for clear communication: “Supermarkets and manufacturers must ensure changes to products are transparent, with prominent and consistent unit pricing both in-store and online, so consumers can easily compare prices across brands and pack sizes.”
Andrew Opie, Director of Food and Sustainability at the British Retail Consortium, acknowledged the pressures on retailers amid the cost-of-living crisis. He stated, “Retailers are focused on limiting price increases for customers while maintaining product quality,” and reassured shoppers that “prices and sizes of all products are clearly labelled so customers can make informed decisions.”