Customers outraged as Waitrose shrinks toilet roll size without warning

In the United Kingdom, a notable incident regarding consumer goods has surfaced over a beloved household item, toilet roll. Over recent months, many customers have expressed their dissatisfaction with a major supermarket, Waitrose, regarding the size of its 'ultra soft bathroom tissue.' This complaint was notably highlighted by novelist Alex Rushton from Walton-on-Thames. He shared comparison images on TikTok, illustrating the difference in size between two packages of the product purchased six months apart. While both packages contained the same number of rolls, the more recent one was visibly smaller, prompting discussions about value and quality. The supermarket had previously reduced the price of its toilet rolls from £5 to £4, branding this move as a strategy to provide better value for money to its customers. However, the reduction in price came with diminished product size, a tactic often referred to as 'shrinkflation,' where companies decrease product quantities instead of raising prices to maintain consumer satisfaction. This practice has led to significant consumer outrage, with various individuals commenting on social media about their experiences. Many customers have noted that not only has the size changed, but some believe that the quality of the toilet rolls has also declined. A notable response from upset customers included refund requests, with one individual claiming that they received a gift voucher after lodging a complaint. This concern is part of a broader trend; reports have shown that nearly one-third of everyday products have seen size reductions in the past five years. In the household paper products category, approximately 60% have reduced their sheet count significantly, sparking a larger discussion around consumer rights and transparency in product sizing. The phenomenon of shrinkflation is prevalent, especially in the U.S., where studies have shown diminishing sizes across various products. The LendingTree report indicated that this trend primarily affects household items like toilet paper and paper towels, suggesting that businesses are attempting to navigate consumer preferences without overtly raising prices. This growing trend has left many consumers feeling increasingly burdened as they seek better value for their essential goods, raising questions about the ethics of such marketing practices.