Herbal Essences, a well-known brand for hair care products, has found itself under fire this week as UK shoppers express outrage over the reduction in the size of its bottles while prices remain unchanged. Consumers have discovered that their favourite products, including Herbal Essences' Dazzling Shine, Hello Hydration, Daily Detox, and Ignite My Colour moisturisers, have all been reduced from 400ml to 275ml. Despite the significant reduction in quantity, the price tag still sits at £2, sparking accusations of shrinkflation.
Herbal Essences Faces Backlash Over Product Reduction
Herbal Essences, which prides itself on using "real botanicals" and maintaining "higher standards" in hair care, has been a popular choice for consumers seeking effective hair care solutions. However, shoppers have voiced frustration over the brand's recent decision to downsize its product packaging without a corresponding price reduction. According to The Sun, the switch from bottles to tubes has led to a 31% reduction in product size. Many loyal customers feel this move is deceitful, as the smaller packaging is not immediately noticeable to the average consumer.
While the company has yet to release an official statement addressing these concerns, this revelation has left many shoppers feeling betrayed by a brand they trusted. The lack of transparency in Herbal Essences' approach has only added to consumer frustrations, further fuelling the online backlash.
Shrinkflation: A Growing Concern for UK Consumers
Shrinkflation isn't new, but its impact has become more noticeable amid the ongoing cost-of-living crisis. The term refers to reducing product sizes while maintaining or even increasing prices. Many companies have employed this strategy to offset rising production costs without making outright price hikes. However, as more consumers become aware of these practices, dissatisfaction is growing, with many seeing it as a covert way of passing costs onto the customer.
In recent years, numerous other brands have followed suit, with major names like Pantene, Tresemmé, and L'Oréal all downsizing their products while keeping prices steady. Which? reports that Pantene's Repair and Protect bottles shrank by 100ml but saw a price increase of 25p, while Tresemmé reduced the size of its shampoos from 900ml to 680ml without altering the price.
Food products haven't escaped the trend either. McVitie's Digestives, for example, reduced their packaging from 400g to 360g, and Penguin and Club biscuit multipacks now come with one less bar. Even household essentials like Comfort Pure fabric conditioner have seen similar reductions, going from 85 to 83 washes per pack.
Customers Feel the Pinch as Shrinkflation Spreads
The reaction from UK shoppers to Herbal Essences' shrinkflation has been overwhelmingly negative, with many taking to social media to express their frustration. One user on X (formerly Twitter) wrote, "Why are you no longer selling 400ml bottles of conditioner? Now I can only find 275ml tubes, which means I'll need to replace them more often – and they're not that much cheaper!". Another user added, "Just been comparing the old and new Herbal Essences conditioner bottles, and the old one has 400ml, almost half a litre, whereas the new squeezy bottle only has 275ml. That's more than a quarter of your conditioner being stolen right under your nose!"
Consumer rights expert Martyn James echoes these sentiments, emphasising that shoppers prefer companies to be upfront about price increases rather than concealing them through packaging changes. The British Retail Consortium (BRC), however, maintains that nothing illegal is happening, as both price and quantity are clearly labelled on packaging.
The Global Trend of Shrinkflation: Lessons from France
While UK consumers grapple with shrinkflation, other countries have taken steps to address the issue. French lawmakers, for instance, have introduced legislation requiring companies to label products that have been downsized. French supermarket Carrefour has already started implementing these labels, which inform shoppers that a product's size has been reduced while the supplier has increased the price. This transparent approach has been praised for its honesty and is seen as a way to maintain consumer trust.
Experts suggest that UK retailers could benefit from adopting a similar approach lest they grapple with longterm consequences for short-term profit. A report by insurance company LifeSearch found that 25% of UK consumers have switched to cheaper supermarkets, saving an average of £63 per month. Moreover, Barclays' research indicates that nearly 30% of shoppers now buy their favourite products less frequently as a direct response to shrinking sizes. Even more concerning for manufacturers, a fifth of consumers have switched brands altogether in search of better value.
