Honey, I Shrunk the Groceries

by nicole ~ December 9, 2008

If you’re already frustrated with the rising cost of food, you’ll be even more pleased to know you can now expect your favorite items to come in even smaller packages.  According to this segment from the Today Show, while package downsizing isn’t new, it’s occurring more this year than ever.Of the products highlighted in the segment, I think Skippy peanut butter is the most surprising.  While the new jars look the same on the shelf, if you pick it up and turn it over, the bottom has a larger indent than before.  According to this posting on mouseprint.org, the amount of peanut butter has been reduced three tablespoons!

While the segment discusses how consumers would rather may more than be duped into buying the new smaller product, in actuality these tactics are better for sales, since consumers don’t often notice. Experts reported that while most people can tell you the average cost of certain grocery items, they rarely can recall the size.

The Today Show cited multiple downsizing justifications they were provided by food manufacturers, but the overwhelming sentiment was towards reducing shipping costs, to which Mr. Lauer responded “Isn’t the price of gas going down?”

This may be a smart tactic for manufacturers, but at the same time I think it is pretty sneaky.  I personally hadn’t noticed any changes, but I’ll definitely have my eye out now, as I’m sure many Today Show viewers will.  While it is a good thing to know, I kind of doubt too many people will change what brands they currently buy.

Nicole Amato is an Account Executive at Mediashop PR and a graduate of Northeastern University with a BA in Journalism.