But there’s one common response to these pressures that risks doing far more harm than good: quietly reducing portion sizes or downgrading the quality of ingredients.
At first glance, it might seem like a clever cost-cutting solution. Keep the product looking broadly the same, tweak a few details, and most consumers won’t notice, right? Wrong.
Your Customers Are Not Stupid
Let’s be clear—today’s customers are more informed than ever. They check labels, compare products, and share their opinions online. Whether it’s a smaller slice of cake, fewer vegetables in a ready meal, or a once-premium loaf that’s now dry and bland, people notice—and they talk. Social media is filled with side-by-side comparisons, angry rants, and disappointed reviews.
A once-loyal buyer who feels short-changed is far more likely to walk away from your brand than accept the decline as "just how it is."
Shrinkflation and Ingredient Swaps Break Trust
Reducing portion sizes while keeping prices the same, or worse, raising them, has become known as "shrinkflation." Add in the switch from quality ingredients to cheaper alternatives, and you’ve got a perfect storm of consumer resentment.
What these tactics really do is undermine trust. When a brand no longer delivers what it promised, whether it’s in taste, satisfaction, or value, customers feel betrayed. And in a crowded market, they have plenty of other options.
Short-Term Saving, Long-Term Damage
Sure, these changes might protect your profit margin in the short term. But the long-term cost is customer loyalty, and once that’s gone, it’s hard to win back. Reputation is everything in food. If consumers feel a brand has compromised on quality or honesty, they’ll move on, and they might never come back.
Instead of cutting corners, brands need to be transparent, innovative, and value-driven. If costs must go up, communicate it clearly and offer something in return, be it more sustainable packaging, better sourcing, or new product features.
Consumers Want Value, Not Just Cheapness
Let’s not confuse "cheap" with "value". A product that’s £1 cheaper but disappointing isn’t good value, it's just a bad buy. Customers are willing to pay more for food that satisfies, nourishes, and feels worth it. Whether it’s a microwave lasagne, a traybake cake, or a seeded loaf, the principles are the same: quality counts.
If your product no longer delivers the experience your customers expect, they will look elsewhere—and they won’t be shy about saying why.
Conclusion: Don't Alienate Your Customers
Businesses that think consumers are passive or easily fooled are writing their own downfall. Instead of quietly cutting back, brands should focus on honesty, quality, and consistency. Be the name that customers trust—even in tough times.
Because the truth is simple: if your ready meals are smaller, your cakes are drier, or your loaves are no longer satisfying, your customers will notice. And they’ll take their money elsewhere.