Which? responds to the news that over 80 per cent of shoppers are worried about supermarket shrinkflation

Sue Davies, Which? Head of Food Policy, said:

“Our research has shown that while some popular products have shrunk over the years, the same can’t always be said for their prices – which means people are inadvertently paying more for less.

"Supermarkets and manufacturers must be more upfront about the cost of their products and ensure unit pricing is prominent, legible and consistent in-store and online so shoppers can easily compare prices across different brands and sizes of packaging.

“With food inflation remaining high and many families struggling to make ends meet during the cost of living crisis, Which? is also calling on supermarkets to ensure an essential range of healthy budget line items which support a healthy diet are widely available - particularly in convenience stores - prioritising the areas where people are most in need."