Smaller packages and higher prices… Has Friskies chosen shrinkflation to overcome the rising prices of its dog and cat food?
For both dogs and cats, Friskies kibbles are being revised upwards. This increase in prices per kilo was spotted by journalist Olivier Dauvers, which compared the packages sold by Purina in drive on March 1 and April 9. The brand owned by the Nestlé group therefore took advantage of a change in formats – often reduced – to increase its prices.
In detail, the packages of Friskies kibble for cats “Junior with Chicken, Turkey, Milk and Vegetables” saw an increase in price per kilo of 62% in the surveys carried out while the “Sterilized with Salmon, Tuna and Vegetables” from 60%. For dogs, “Balance” kibbles saw an increase of 50% and “Light” kibbles by 45%.
An increasingly widespread technique
This practice, which is quite discreet, therefore consists of reducing portions and increasing prices. Called “shrinkflation” – a contraction of the English term “shrink” and inflation – and denounced by consumer associations, it is justified by manufacturers as a means of coping with soaring costs for more than two years .
When contacted, the company responded to us through a spokesperson that “these changes are being made without compromise on the quality of our products and with the desire to clearly inform our consumers, in stores, drive sites and on our website”.
The brand justifies this decision, because it is “necessary to ensure the future of an essential brand”, she specifies. “The quality of our products and our commitments to responsible French production were no longer reflected in the prices on the shelves.”
“This new proposal should allow us to ensure the sustainability of Friskies, while remaining a national brand accessible to all dog and cat owners.”
“Information that must be displayed”
Other brands of kibble sold in supermarkets have also lined up, like the Pedigree Vitalité Adults poultry or beef bags which have gone from 16.67 euros to 24.90 euros while the packaging has been revised downwards (from 10 to 7 kg). That is to say a price per kilo of 3.56 euros, compared to 1.67 euros previously (+113.17%), according to a list of products affected by “shrinkflation” consulted by BFMTV in September 2023.
On April 12, Olivia Grégoire, Minister Delegate in charge of Business, Tourism and Consumption, spoke on the subject in “Face-à-Face” on BFMTV and RMC. “When there are fewer in the same package, this will be information that must be displayed,” she assured. A specific measure should be presented this week.