For several months now, the government has embarked on a veritable crusade against shrinkflation. This commercial technique, which consists of reducing the quantity of product without reducing the final price, has been criticized for several years by consumer associations. This July 1, 2024, a decree officially published in the Official Journal proves customers right.
Mandatory display
There is no question of this at the moment rule on the legality or otherwise of such a practice. This is legal, and increasingly common in the face of the general inflationary trend. On the other hand, regulators intend to force brands to demonstrate more transparency. From now on, all distributors of consumer goods in large and medium-sized stores will have to warn consumers in the event of shrinkflation. Until now, the practice was considered deceptivebecause it was careful not to clearly inform customers about a price increase per kilogram.
In concrete terms, supermarkets will now have to display posters near the products in the event of shrinkflation, in order to clearly indicate to consumers the decrease in quantity. In a press release, the Ministry of Economy specifies that it will be mandatory to indicate: “For this product, the quantity sold increased from X to Y and its price per (unit of measurement concerned) increased by …% or …€“. This sign must remain displayed for two months after the date of sale of the products concerned.
Sanctions for brands
Surprisingly, it is not the brands that are taking the big risk by marketing more expensive products without clearly informing consumers, but the retailers. It is on them that the responsibility of warning their customers will rest. Stores over 400 m2 Those who do not comply with these new regulations risk a fine that is more dissuasive than truly punitive: 3,000 euros maximum for an individual, and 5,000 euros maximum for a legal entity.
But several exceptions
Please note that certain products will be exempt from this new regulation. These are the preparations whose quantity may varysuch as bulk, or even dishes from the delicatessen section for example. Smaller brands such as Auchan Market, Franprix or Carrefour Market will also be exempt from the rule. It will therefore be necessary to stay vigilant for consumers, who will have to be careful not to be fooled by shrinkflation as much as by stretchflation.
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