CONDOMS are the latest product to be hit by shrinkflation.
Shoppers are having a hard time figuring out why a box of “Elite” rubbers by trendy brand Skyn has gone from 22 to 20 but costs the same.
And a hike at high street chain Superdrug has also proved a flop with buyers.
It was previously flogging 24 packs of the “vegan-friendly” contraceptives from Skyn’s range for £14.99.
Now, it only sells packs of ten for £10.49.
One shopper said online: “Now even sex is undergoing shrinkflation.”
Another made a joke of the product’s branding, saying it should be: “Thinner, softer, fewer.”
Skyn condoms have seen their popularity swell thanks to a non-latex, skin-friendly material.
The firm says it is “technologically advanced” and “proven to enhance stimulation”.
The sales pitch continues: “It feels so soft and comfortable that you’ll barely notice wearing it, allowing you and your partner to feel everything.”
The company has positioned itself as the main competitor to Durex.
Skyn and Superdrug were both contacted for comment.
What is shrinkflation?
Skrinkflation is when manufacturers shrink the size or quantity of a product but keep the price the same.
This means that consumers will end up paying more for the same amount or product.
They do this to help them to cope with rising costs of producing an item.
Why are products axed or recipes changed?
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are several reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
A large hit to profit margins may push a company to reduce the size of its products rather than push up the price.
You can often spot shrinkflation if a company redesigns its packaging or uses a new slogan.
It is often used in the food and drink industry but can also happen in almost all markets.
But companies often risk putting off customers if they notice that they are getting less for the same price.
Have other products been affected?
Condoms are not the only product to be the victim of shrinkflation.
Cadbury has shrunk the size of its Buttons selection box from 375g to 340g.
When it launched last year the box contained Salted Caramel Buttons, Caramilk Buttons and Orange Giant Buttons.
But this year it has been tweaked to include White chocolate buttons, Caramel Nibbles and Milk Chocolate Buttons.
Meanwhile, earlier this month Herbal Essences customers were outraged to discover that its conditioner had shrunk.
The Dazzling Shine, Hello Hydration, Daily Detox and Ignite My Colour products have been reduced by almost a third.
They have reduced from 400ml to 275ml in recent months but still have a sticker price of around £2.
Plus fans of Jelly Babies were horrified to discover that bags of the treat are now more than ten per cent smaller.
Share bags have been cut from 190g to 165g, equivalent to two or three fewer babies per pack.
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