Opinion: Stretchflation sneak as groceries get pricier, not just bigger (2024)

The trend of stretchflation, where the size of a produce increases, but the cost rises disproportionately, appears to have arrived in Canada.

Author of the article:

Sylvain Charlebois

Published Aug 13, 2024Last updated 7hours ago3 minute read

Join the conversation
Opinion: Stretchflation sneak as groceries get pricier, not just bigger (1)

There’s “shrinkflation,” which everyone despises — when the quantity decreases but the price stays the same — and there’s also “shelflation,” where a product’s shelf life is compromised due to supply chain issues.

These phenomena, present for decades, contribute to the rising cost of groceries. However, “stretchflation” seems to be a new trend in our grocery stores.

Advertisem*nt 2

Story continues below

This advertisem*nt has not loaded yet, but your article continues below.

Opinion: Stretchflation sneak as groceries get pricier, not just bigger (2)

THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY

Subscribe now to read the latest news in your city and across Canada.

  • Unlimited online access to articles from across Canada with one account.
  • Get exclusive access to the Saskatoon StarPhoenix ePaper, an electronic replica of the print edition that you can share, download and comment on.
  • Enjoy insights and behind-the-scenes analysis from our award-winning journalists.
  • Support local journalists and the next generation of journalists.
  • Daily puzzles including the New York Times Crossword.

SUBSCRIBE TO UNLOCK MORE ARTICLES

Subscribe now to read the latest news in your city and across Canada.

  • Unlimited online access to articles from across Canada with one account.
  • Get exclusive access to the Saskatoon StarPhoenix ePaper, an electronic replica of the print edition that you can share, download and comment on.
  • Enjoy insights and behind-the-scenes analysis from our award-winning journalists.
  • Support local journalists and the next generation of journalists.
  • Daily puzzles including the New York Times Crossword.

REGISTER / SIGN IN TO UNLOCK MORE ARTICLES

Create an account or sign in to continue with your reading experience.

  • Access articles from across Canada with one account.
  • Share your thoughts and join the conversation in the comments.
  • Enjoy additional articles per month.
  • Get email updates from your favourite authors.

Sign In or Create an Account

or

View more offers

Article content

Stretchflation, first reported in Europe, involves increasing the quantity of a product, while its price rises disproportionately. It’s a more insidious way to deceive consumers.

An unverified example is Saputo’s sliced provolone sold at Costco. The package size increased from 620 grams to 750 grams, a 20 per cent increase. However, the price of the 750 grams is over $15, more than a 25 per cent increase, according to some reports. It seems that some bakery products have also faced this issue recently.

Stretchflation is hard to detect as the approach is quite subtle.

These cases are rare in our grocery aisles for now, but we might see more in the future. The recent consumer revolt against shrinkflation is pushing manufacturers and distributors to offer more, but they also seem to be asking for more in return with stretchflation.

The common denominator of all these strategies is the economic context of raw materials. Sugar is about 50 per cent more expensive than five years ago, and cocoa is 103 per cent more expensive. Orange juice prices are at a record high.

There is always some ingredient that experiences a price surge for one reason or another. Either some ingredients increase wildly, or prices fluctuate enormously, as seen with wheat and other commodities at the beginning of Russia’s invasion of Ukraine in 2022.

Opinion: Stretchflation sneak as groceries get pricier, not just bigger (3)

Afternoon Headlines

Get the latest headlines, breaking news and columns.

By signing up you consent to receive the above newsletter from Postmedia Network Inc.

Article content

Advertisem*nt 3

Story continues below

This advertisem*nt has not loaded yet, but your article continues below.

Article content

Manufacturers need to adjust to maintain their market share. But stretchflation is different.

The primary motivation is likely to defend the industry’s image, not just to cut costs and offer less. For about 20 years, starting from the inflationary phase of the early 1980s, bulk buying was the trend. “Big was king,” as the saying goes.

Since then, there have been two major cycles of shrinkflation: in 2008-09 and more recently, from 2022 to now. The recent cycle of shrinkflation probably ended earlier this year, but the industry’s response seems to be stretchflation.

One could always wish to legislate to prevent companies from changing quantities. But we risk seeing prices increase further, and there’s nothing illegal about it.

Nevertheless, these tactics are a nuisance for all of us. The most concerning aspect of these quantity reduction or increase strategies is their effect on our bills and how Statistics Canada measures their impact on food inflation.

Although the federal agency reassures us that it monitors the effect of these strategies on food inflation, it rarely provides clear examples of how it adjusts its methodology accordingly.

Advertisem*nt 4

Story continues below

This advertisem*nt has not loaded yet, but your article continues below.

Article content

Another issue is retail sales taxes. Many food products lose their tax-exempt status if the quantity is too reduced. This is the case for ice cream, puddings or even granola bars, for example.

Reading the rules on what is taxable or not at the grocery store is complicated. With quantity changes, many products become taxable simply because the quantity has been reduced, or vice versa.

Besides wanting to legislate, the lack of transparency on our grocery bills regarding taxes is probably the most pressing issue to address.

Sylvain Charlebois is a professor and senior director of the Agri-Food Analytics Lab at Dalhousie University, co-host of the Food Professor Podcast and a former faculty member at the University of Regina.

Recommended from Editorial

  1. Opinion: Stretchflation sneak as groceries get pricier, not just bigger (4)

    No, it's not your imagination — shrinkflation is real

  2. Opinion: Stretchflation sneak as groceries get pricier, not just bigger (5)

    The Russia-Ukraine war is causing wheat shortages. Here's why Canada can't really help

  3. Opinion: Survey suggests discounts influence Canadian grocery shoppers

Our websites are your destination for up-to-the-minute Saskatchewan news, so make sure to bookmark thestarphoenix.com and leaderpost.com. For Regina Leader-Post newsletters click here; for Saskatoon StarPhoenix newsletters click here

Article content

Comments

You must be logged in to join the discussion or read more comments.

Create an AccountSign in

Join the Conversation

Postmedia is committed to maintaining a lively but civil forum for discussion. Please keep comments relevant and respectful. Comments may take up to an hour to appear on the site. You will receive an email if there is a reply to your comment, an update to a thread you follow or if a user you follow comments. Visit our Community Guidelines for more information.

Trending

  1. Man faces charges after three people have fingers cut off near La Ronge, Sask.
  2. Attendance dips at Saskatoon Exhibition — second-lowest of past decade
  3. Tank: Saskatoon scores big in private partnership for arena district
  4. Letters: Religious beliefs must be equally subject to critique, satire
  5. Tank: Baptist pastor stages bizarre bid for Saskatoon council seat

Read Next

Latest National Stories

    Opinion: Stretchflation sneak as groceries get pricier, not just bigger (2024)

    FAQs

    Opinion: Stretchflation sneak as groceries get pricier, not just bigger? ›

    Opinion: Stretchflation sneak as groceries get pricier, not just bigger. The trend of stretchflation, where the size of a produce increases, but the cost rises disproportionately, appears to have arrived in Canada.

    Are groceries more expensive in 2024? ›

    In 2024, prices for most food categories are predicted to change at a rate below their 20-year historical average. Beef and veal prices increased by 0.5 percent in June 2024 and have increased for four straight months.

    Why is food so expensive in America? ›

    Higher production, labor and fuel costs that have rippled through every aspect of the food system. Supply chain disruptions caused by global events, severe weather and disease that have affected many essential crops and livestock.

    Why are the prices so high? ›

    For one, the pandemic has caused a shortage in many materials due to a prolonged disruption in the labor force and supply chain, which has increased demand, and the prices of these goods, to rise.

    Why are groceries so expensive in Canada? ›

    Many complex contributing factors to food inflation—extreme weather events, global supply chain issues, geopolitical instability, high energy costs and a weak Canadian dollar compared to the U.S.—are impossible to control.

    Will food ever become affordable again? ›

    Probably not,” said Ricky Volpe, an ag economist and associate professor at Cal Poly. “The best we can hope for is that food price inflation is going to continue to slow down,” he said.

    What is a realistic grocery budget? ›

    By Household Size

    According to the USDA guidelines, you might spend $979 a month on a thrifty plan, $1,028 on a low-cost plan, $1,252 on a moderate-cost plan and $1,604 on a liberal plan. The USDA guidelines can provide a starting point for a food budget, but they don't consider all the variables that can affect cost.

    Where in the US is food most expensive? ›

    1. California. In California, the average weekly grocery spending is $297.72.

    Will the cost of living go down? ›

    But in Morningstar's second quarter “U.S. Economic Outlook,” researchers predict that 2022 will have the highest rate of inflation, as measured by the PCE price index, at 5.2%, before dropping. Caldwell estimates that the inflation rate will average around 1.5% between 2023 and 2025.

    Why are eggs so expensive in 2024? ›

    While bird flu is generally the main culprit for the price of eggs going up, there are other factors, such as the cost of labor and the high price of chicken feed. March 27, 2024, at 3:26 p.m. Why Are Eggs So Expensive Right Now? You may have to rework your budget and shop around to help combat rising egg prices.

    Will prices ever go back to normal? ›

    They're most likely gone forever. That's because prices, on average, are a one-way ticket, generally rising over time, and falling only when something has gone wrong with the economy. Officials at the Federal Reserve who set the nation's monetary policy are determined to keep it that way.

    Why is America so unaffordable? ›

    America's affordability problem is most glaring in the housing market. The one-two punch of high home prices and elevated mortgage rates caused by the Federal Reserve's war on inflation has made the housing market historically unaffordable. Housing is often the biggest expense for families.

    Are companies price gouging? ›

    Companies are also using advances in technology to find new methods of price gouging. They're now using new pricing strategies and data collection to charge people more. They call these tactics “dynamic pricing” and “personalized pricing algorithms.”

    How much do Canadians pay for groceries? ›

    In 2022, the data in Canada's Food Price report shows that men aged 31 to 50 spent $324.66 per month in food expenditures. For women of the same age, they spent $291.25 per month on average in 2022. This is an increase of a staggering 10.3% over 2021.

    Which country has the highest food inflation? ›

    Between December 2023 and April 2024, Zimbabwe was the country with the highest level of real food inflation worldwide. Compared to the previous year, food prices had increased by 46 percent in Zimbabwe. Argentina ranked in second place with 20 percent.

    Is food more expensive in Canada or US? ›

    When considering the cost of food in Canada, some grocery prices can be slightly higher than in the US for staples like meat and vegetables. However, for most people, the difference might be negligible.

    Will prices increase in 2024? ›

    In 2024, inflation is expected to nearly hit the Federal Reserve's 2% target rate, though that will likely come with slower economic growth, the nonpartisan Congressional Budget Office said in December.

    How much has the cost of living gone up in 2024? ›

    Data from the Consumer Price Index (CPI) — a key metric from the Bureau of Labor Statistics used to measure inflation — show that prices increased 3 percent between June 2023 and June 2024.

    How much is a loaf of bread in 2024? ›

    Bread now costs over $2 per pound — $2.03, to be exact, as of January. Last January, the same pound cost just $1.89 for a year-over-year increase of 7.7%. A standard loaf of sliced white bread weighs 20oz, which means a loaf costs about $2.54, so $20 can buy you just shy of eight loaves.

    Top Articles
    Amylase Lab Test for Pancreatitis: What It Is and More
    Can You Buy Uqora At Walgreens
    Funny Roblox Id Codes 2023
    Golden Abyss - Chapter 5 - Lunar_Angel
    Www.paystubportal.com/7-11 Login
    Joi Databas
    DPhil Research - List of thesis titles
    Shs Games 1V1 Lol
    Evil Dead Rise Showtimes Near Massena Movieplex
    Steamy Afternoon With Handsome Fernando
    Which aspects are important in sales |#1 Prospection
    Detroit Lions 50 50
    18443168434
    Newgate Honda
    Zürich Stadion Letzigrund detailed interactive seating plan with seat & row numbers | Sitzplan Saalplan with Sitzplatz & Reihen Nummerierung
    Grace Caroline Deepfake
    978-0137606801
    Nwi Arrests Lake County
    Justified Official Series Trailer
    London Ups Store
    Committees Of Correspondence | Encyclopedia.com
    Pizza Hut In Dinuba
    Jinx Chapter 24: Release Date, Spoilers & Where To Read - OtakuKart
    How Much You Should Be Tipping For Beauty Services - American Beauty Institute
    Free Online Games on CrazyGames | Play Now!
    Sizewise Stat Login
    VERHUURD: Barentszstraat 12 in 'S-Gravenhage 2518 XG: Woonhuis.
    Jet Ski Rental Conneaut Lake Pa
    Unforeseen Drama: The Tower of Terror’s Mysterious Closure at Walt Disney World
    Ups Print Store Near Me
    C&T Wok Menu - Morrisville, NC Restaurant
    How Taraswrld Leaks Exposed the Dark Side of TikTok Fame
    University Of Michigan Paging System
    Dashboard Unt
    Access a Shared Resource | Computing for Arts + Sciences
    Speechwire Login
    Healthy Kaiserpermanente Org Sign On
    Restored Republic
    3473372961
    Craigslist Gigs Norfolk
    Moxfield Deck Builder
    Senior Houses For Sale Near Me
    Whitehall Preparatory And Fitness Academy Calendar
    Trivago Myrtle Beach Hotels
    Anya Banerjee Feet
    Birmingham City Schools Clever Login
    Thotsbook Com
    Funkin' on the Heights
    Vci Classified Paducah
    Www Pig11 Net
    Ty Glass Sentenced
    Latest Posts
    Article information

    Author: Chrissy Homenick

    Last Updated:

    Views: 5733

    Rating: 4.3 / 5 (54 voted)

    Reviews: 93% of readers found this page helpful

    Author information

    Name: Chrissy Homenick

    Birthday: 2001-10-22

    Address: 611 Kuhn Oval, Feltonbury, NY 02783-3818

    Phone: +96619177651654

    Job: Mining Representative

    Hobby: amateur radio, Sculling, Knife making, Gardening, Watching movies, Gunsmithing, Video gaming

    Introduction: My name is Chrissy Homenick, I am a tender, funny, determined, tender, glorious, fancy, enthusiastic person who loves writing and wants to share my knowledge and understanding with you.