Food companies risk losing more than a third of their customers if they cut the size of their products, according to a new study into the impact of so-called “shrinkflation”.
A YouGov survey found that as many as 35 per cent of consumers said they would stop buying their favourite chocolate bar if manufacturers cut it down by 15 per cent.
Around one in five (22 per cent) would desert a brand if it reduced portions by 10 per cent, the survey found. And 13 per cent of customers said they would stop buying even if it only shrank by five per cent.
Shrinkflation is described in the study,