Size matters

In response to consumer demand for treats in portion sizes, many brands have introduced smaller packs and packs for sharing – and this product format has become increasingly popular.

However, there has been a wider move within the confectionery sector to reduce the size and weight of many products and even to deduct the number of individual items within a pack in some cases.

According to the Office for National Statistics, British chocolate producers have been reducing the size of their products by about 10 per cent over the past few years, apparently in an attempt to address the issue of rising costs and to help combat obesity rates.

Last year, Mars shrunk its Mars and Snickers bars as part of pledge to cut the calorie content of its single serve products to a maximum of 250 calories.

Packs of Cadbury’s Fingers now contain up to two fewer biscuits; pack sizes have been reduced by 11g to 114g. Of course, Cadbury’s provoked outrage earlier this year when its multipacks of Creme Eggs were replaced with boxes of five; they used to be sold, like real eggs, in boxes of six.

It’s a topic that’s been under discussion for the past few years, and of course is an issue for consumers of a wide variety of foods and beverages.

But why do companies reduce sizing instead of just increasing prices in a more upfront fashion? Apparently brands that don’t want their customers to see shrinking products as a price hike live by Weber’s law, which is the idea that if you present people with a stimulus of a varying intensity – and the change is small enough – they won’t notice it.

But is this the right strategy? Perhaps a move towards quality and provenance of ingredients will mean that consumers are prepared to pay more for their favourite treats and snacks? It is afterall, quality not quantity that counts.