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“Cheapflation”: big brands accused of selling less good products at a higher price
“Cheapflation”: major brands accused of selling less good products at a higher price – (France 2)
Foodwatch is once again accusing major supermarket brands of increasing their margins by cutting corners on quality. These six brands would have deliberately lowered their revenues while discreetly increasing prices.
Cookies, rillettes or even a dish prepared with fish: six products have been discreetly modified over the last two years with the “cheapflation” technique. This involves lowering the quality of the product while increasing its price, without indicating this on the packaging. “It’s a bit of a shame. Normally, when we increase prices, it’s to get something better”, reacts a consumer. Recipe changes are difficult for buyers to spot.
Adjusting for inflation
According to the Foodwatch association, the quantity of egg yolk in a jar of mayonnaise has fallen by 24.7%, while the price has increased by 12.1%. Another example for a packet of cookies, where the sunflower oil has been replaced by cheaper palm oil. However, its price jumped 27%. The phenomenon is repeated for a dish based on hake and rillettes sold by major brands. “It’s less qualitative for consumers, and it costs more”, analyzes Audrey Morice, campaigns manager for Foodwatch. Manufacturers justify these changes in particular by supply difficulties and claim to adapt to inflation.
