ShopFully, a European player in Drive to Store, conducted a study in collaboration with Opinion Way, to assess the impact of shrinkflation on the purchasing habits and perception of French consumers. A survey that takes stock of this increasingly widespread commercial practice, which consists of reducing the size of a product while maintaining its price, or even increasing it.
81% of French people say they have noticed a decrease in the quantities of products for the same price! This practice is particularly visible for households with at least one child (87.3%). Faced with this reality, almost half of French people (48%) say that this has changed the way they buyby adopting strategies to limit the impact on their budget: 24% of them have reduced their frequency of purchase of these products, 20% are looking for cheaper alternatives, and 4% are stopping buying them completely without looking for an alternative.
Consumers more wary of commercial practices
Shrinkflation has a negative impact on consumers’ perception of brands and retailers. 90% of those who noticed a decrease in quantities say it reduces their trust in the brands concernedThis distrust translates into a drop in purchases for 67% of them.
High expectations to regain trust
The study also explores consumers’ expectations regarding the measures that brands and retailers should take to offset the negative effects of shrinkflation:
– 75% think that brands should improve the display of information on prices per kilo or per litre.
– 58% believe that they should offer more economical alternatives, such as family sizes.
– 58% want more transparency on the composition and content of products.
– 54% recommend strengthening loyalty programs and promotions.
Young people (68%) and households with children (67%) particularly favour economical alternatives and loyalty programmes. Seniors prefer greater price transparency, while CSP+ opt for clarity on the composition of products. Henri Noël Bouvet, Director France & Iberia at ShopFully, comments, “ Shrinkflation is a reality that worries the French. Brands and retailers will have to base their communication on transparency if they do not want to lose consumer trust. Offering more economical alternatives, strengthening loyalty programs and highlighting product quality are also essential ways to offset the negative effects of shrinkflation and maintain consumer satisfaction. “. He pursues, ” The new law governing shrinkflation, effective since July 1, 2024, is a step in the right direction by requiring brands to inform consumers about the reduction in the quantity of products. However, it is essential that brands and retailers go beyond this legal obligation and take concrete actions to regain consumer confidence. ».
Methodology :
OpinionWay survey for ShopFully conducted among a panel of 1,051 French people, representative of the French population aged 18 and over. This sample is representative of French people aged 18 and over thanks to the implementation of quotas for gender, age, socio-professional category, region and size of urban area. The interviews were conducted from July 19 to 24, 2024. Any total or partial publication must imperatively use the following full mention: “OpinionWay survey for ShopFully” and no repetition of the survey may be dissociated from this title.
Source: www.ecommercemag.fr
