After “shrinkflation”, “stretchflation”: what is this new deceptive practice that significantly increases prices in stores ?

After "shrinkflation" and "cheapflation", "stretchflation" is making its way into supermarkets. What is this new practice that allows manufacturers to increase their prices in secret ?

The government had barely cracked down on "shrinkflation" when the "stretchflation" technique, pointed out by consumer associations, arrived in supermarkets.

For manufacturers of consumer goods, agro-industrial or distributors, "shrinklation" consisted of reducing the quantities of products sold rather than significantly increasing prices.

Cheapflation, on the other hand, consisted of reducing, removing or substituting an ingredient with another cheaper and/or lower quality ingredient, while offering products at the same price, or even more expensive.

What does this practice consist of ?

The technique of strechflation, from which the name comes from the combination of the verb "stretch" (in French: allonger) and inflation, consists of increasing the weight of a product “while applying in parallel an even stronger price increase”, reports Le Figaro.

To illustrate this phenomenon, journalist Olivier Dauvers took the example of boxes of Belin brand aperitif cakes. Monaco Emmental crackers have gone from 100 to 110 grams (+10%) while the price of the box has increased by one euro to 1.29 euros (+29%).

The same is true for the Snacky, which cost around 80 cents and are increased to 1.02 euros, while the box only gained ten grams. “The mention “Encore + New Format crackers” is clearly only intended to distract the customer: both from the weight (appreciate the size of the 110 grams at the bottom left) and from the price, explains Olivier Dauvers.

A misleading but legal practice

The group Mondelez, which owns Belin, said it designed “a new simplified portfolio and new formats” last May.

"Without changing the dimensions of the current packages, the quantity of crackers increases, which reduces empty space and ensures more generosity, sharing and conviviality around our crackers. This development is indicated in a clear and transparent manner on the packs concerned with a mention & “New format; Even more crackers”, stressed the group, specifying that the distributor retains the freedom to set its sales prices.< /p>

While this practice is misleading, it remains legal. However, the government could legislate, as it did at the beginning of the summer with shrinkflation. Since July 1st, all supermarkets over 400 square meters have been required to display a “visible” label or sign 60~/em> and "readable" near, or even directly on the packaging, of all products concerned by the "shrinkflation".