Why unit pricing matters when products get smaller
Shrinkflation makes UK grocery comparison harder because the shelf price can stay familiar while the pack size changes.
A product can look like the same weekly-shop staple while quietly becoming a worse deal. If the pack gets smaller but the price does not fall in proportion, the shelf price alone will not tell the full story.
BBC reporting on Which? shrinkflation research quoted Which? calling for unit pricing to be prominent, legible and consistent in-store and online so shoppers can compare brands and pack sizes. That is exactly the comparison problem: price, size and unit price need to be read together.
For UK grocery shoppers, "same price" does not always mean "same value". Pack size, unit basis and product substitutions can change the real basket cost.
What to check
- Price per 100g, per litre or per sheet where available
- Whether a retailer has swapped in a different size
- Whether an own-label alternative is actually cheaper by unit price
- Whether a loyalty price still wins once pack size is considered
CartCompare's news and comparison work will keep treating unit price as part of the story, not a technical footnote.
Sources
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