Leading Mayonnaise Brand Adopts Shrinkflation To Offset Higher Input Costs

Unilever’s Hellmann’s mayonnaise line has become the latest brand to adopt the shrinkflation tactic to counter increased production costs.

According to trade publication The Grocer, Tesco has stopped selling 800g jars of Hellmann’s Real and Light mayonnaise that used to sell for £3.60. This has been replaced with a smaller 600g variant with a higher shelf price of £3.75.

The report noted that the move means the leading mayonnaise brand is now 37.8% more expensive per 100g than it was previously when sold in 800g jars.

A spokesperson for Unilever is quoted by The Grocer saying: “Our Hellmann’s Real Mayonnaise jars are available in four sizes to suit varying shopper preferences and needs. This includes our 600g jar, which is available alongside our 800g, 400g and 200g jars.

“Although we are currently experiencing significant increases in input costs, including the costs of the quality ingredients used to make Hellmann’s mayonnaise, we will always try to absorb as much of the cost pressure ourselves and look for savings within our own business before passing on pricing to consumers.”

NamNews Implications:

• Presumably, the price increases are being applied, pro rata across all sizes…
• i.e. the loyal Hellmann’s user is being asked to take a 38.7% price increase…
• …and has the options of switching to an alternative brand, an own label or a discounter.
• (interesting to assess the cost of retrieval for those that vote with their feet…)

#Shrinkflation #PriceIncrease #CostOfLiving