Shocking photo reveals popular KFC item shrinking over time as experts call for shrinkflation reform
News.com.au
September 21, 2024
Upsetting photos have highlighted a bizarre KFC item that appears to be the latest product to fall victim to shrinkflation.
Most KFC purchases are completed with the company’s wet wipe, tucked away in a small square package.
However, a photo posted to Facebook has revealed the KFC staple item has shrunk over the years, becoming a fraction of the size it once was.
“Looks like inflation has even hit the KFC wet wipes over the years,” one commented on Facebook.
“Remember when they were like a napkin, now they’re like medical swab. Wtf am I wiping with that,” another wrote.
It’s the latest item to be called out for “shrinkflation”, which is when the price of an item either increases or remains the same, while the size shrinks.
KFC wet wipes have shrunk over time.
RMIT marketing lecturer Fatima Madani explained shrinkflation is used as a way to manage costs without losing consumers, as increased prices will likely lead customers to buy a different product instead.
“It’s a very short term tactic, it won’t work in the long term,” Ms Madani said.
“It definitely affects (consumers) perception towards the company, it definitely reduces the trust.
“So the problem in the long term is the reduction in trust … and (consumers) might lose their interest in buying the product.”
Items including KitKat mini share packs, Rolo and Milo Duo cereal were all found to have shrunk by up to 17.6 per cent in size according to a list provided by Nestle during the Greens-led senate inquiry into supermarkets.
“In the context of an inflationary environment, we want our products to remain at an affordable price point within the context of a consumer’s total grocery budget, with the same quality ingredients and taste consumers prefer,” Nestle wrote in a letter to the inquiry.
“As the cost of making our products has gone up, in some instances we have decided to reduce the size rather than increase the price or compromise on quality.”
RMIT marketing lecturer Fatima Madani said shrinkflation is a 'short term' marketing tactic.
University of Technology associate professor Sanjoy Paul said shrinkflation is difficult to recognise.
However, University of Technology associate professor Sanjoy Paul said the instance of KFC wet wipes may not be particularly negative.
“KFC wipes I believe it’s not a bad thing in terms of sustainability,” Mr Paul said.
“If they still serve your purpose using a smaller size of wipes, that is good.
“But on the other hand, the shrinkflation in food, groceries and in other useful items … that is a bad one.”
Mr Paul said one of the biggest problems with shrinkflation is how difficult it is for consumers to identify.
“It’s hard to recognise, because how can you remember how so many things were before, and how it is now,” he said, noting packaging can be confusing.
“There is a big issue here in terms of identifying it, because sellers don’t inform customers very well and they don’t promote or advertise these kinds of changes.
“They don’t inform (consumers that the size has) been reduced, they don’t put any stickers, they don’t write in a bigger font … I would raise a question here how fair is this for general consumers when you don’t inform them well.”
Shrinkflation is when products shrink in size, but the price remains the same.
Mr Paul suggested companies put more information on packaging and websites about changes to the size and price of products, however he urged consumers to check unit prices and compare products and brands to ensure they get the best possible deal in the meantime.
“Consumers are the ultimate sufferers here because they are paying more and buying less,” he said.
The final report of the senate inquiry recommended supermarkets advertise shrinkflation.
“It is our view that supermarkets should begin voluntarily advertising shrinkflation so that pressure is placed on multinational producers who are ultimately responsible for the reduction in product size, and the increase in product cost,” the final report stated.
“An example of this would be a pink ticket displayed for 60 to 90 days when packaging size has changed.”
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