Personally, I am sick of hearing about all of our economy’s downfalls and issues, but at the same time it is reality and it is impacting everyone, especially the average consumer. I have taken a look at how companies are using design to disguise the downsizing of their products. Consumers definitely notice when products are sporting a new look, but are they noticing that products are wearing a new size to go along with their new look? Just like us, companies large and small are cutting back on spending, and the easiest way for them to do this is to keep product prices the same while downsizing the quantity of the product. More Less bang for your buck!
While some companies out there are just flat out making cereal boxes smaller and peanut butter jars more concave, some are taking a different approach. Some companies are redesigning their packaging to fit their newly downsized products and divert the consumer from noticing the downsize by adding some sort of new feature. The products listed below are examples of this trendy marketing tactic.
Image courtesy of: mouseprint.org
Despite the controversy with Tropicana reverting back to their old 64 fl oz carton, one packaging redesign that stuck for them is their new large container. Tropicana’s previous large container held 96 fl oz, now it holds 89 fl oz. New look, new ‘easy-pour’ lid, less juice, same price.
‘Tropicana spokeswoman, Karen May, explained that the smaller size was needed as “the optimum configuration” for the new lid, adding, “Our consumer research indicates that, despite the smaller size, there was no change in the perceived value of the product because of the benefits of the added features.”
Source: newsweek.com
Recently, Dial Soap has reduced the size of their bar soap by 10% (4.5oz to 4.0oz). Hopefully the ‘new grip bar’ offered by Dial makes up for the 10% of soap we are missing, but still paying for.
Similac has redesigned their previous container while reducing the quantity of baby formula by about 10%. New easy access scoop, smaller size, same price.
Source/image courtesy of: consumerist.com
Dawn Soap, new look, less soap, same price. 740mL to 650mL
Source/image courtesy of: consumerist.com
Tyson Chicken Wings. 5lb to 4lb. New packaging, same price.
Source/image courtesy of: consumerist.com
Wrigley has repackaged/redesigned Juicy Fruit, Doublemint, and Big Red. Wrigley’s advertises the redesign by stressing the new ‘slim packs.’ Because of the new slim pack only 15 sticks of gum are included in the pack of gum opposed to 17. Not only do they offer Doublemint and Big Red in the new slim pack, but both of these products also have an improved flavor. Two less sticks of gum, slimmer pack, improved taste, same price.
These are just a few of the companies who have redesigned their packaging in hopes to successfully sell their products in smaller quantities. Are these companies fooling consumers with their new product features and stylish new designs and getting away with selling less for the same price? Is it important for us to enlighten the consumer as to why these redesign strategies are being implemented more now than ever before?
I’m so glad you did a blog about this. It has been really irritating lately and they don’t expect you to notice. I get cadbury eggs every year around now and they are so ridiculously small this year but they’re the same price if not more.
Indeed, a pack of 4 Cadbury Eggs have gone from 155 grams to 136 grams. Shrinking about 12.3%. It definitely makes you feel ripped off to say the least! It hurts my wallet a little to even think that I am paying the same price for less.
I am going grocery shopping later and now my senses are on high alert. I really had no idea about most of these. On a local note I have noticed people downsizing not only packaging but food and services as well. A certain BBQ place locally here raised there lunch special and dinner prices but the food is about 70% of what you used to get. I understand times are tight, but as far as I am concerned driving away customers isn’t a good strategy either. On a strange side note…I noticed the do it yourself car wash by me has shortened the timers! I used to use 10 quarters and it was enough time to wash and rinse my truck before the warning beeper went off… as of last month 10 quarters doesn’t even let me finish washing it!
Hi Antonea
I reckon the vast majority of shoppers don’t notice, and are deceived by the new packaging instead. It’s a sneaky way to decrease the weight, but then the product companies would argue that inflation causes the price to stay the same.
There’s something about the Wrigley’s design that irks me — how can the gum be both ‘new’ and ‘improved’? Surely it’s got to be one or the other? (They’re certainly not the first to show that.)
I love cream eggs.
This is a very sneaky trend, but i’m probably going to be the first to suggest that it has unintended benefits.
Wether we like it or not, we NEED to cut down on the number of chemicals in our home, and the waste we are producing. A lot of the products noted above are examples of wasteful and even harmful products. (Dawn has a lot more chemicals in it that Method for example)
Sure this is an attempt to deceive. theres no doubt about that. But at least one benefit is that there is going to be less waste. Do we really need 5 pounds of wings? 4 sounds about right to me.
We’ve been pinching pennies, shopping at walmart and bringing home crates of wings for far too long with little regard for sustainability. Thats kind of what got us into this mess in this economic mess in the first place right?
Mike,
It is good that you pointed this out about restaurants. It is really something that is impacting food in general because the prices for ingredients and resources are increasing. Because of this, the companies and restaurants we are buying consumer goods from are trying to go undetected under the radar by decreasing product amount and keeping prices the same instead of keeping product amount the same and raising the prices.
David,
Inflation is definitely the spine supporting this entire situation, but why disguise it? Why mask our global economic problems behind design opposed to accepting these problems and dealing with them accordingly? I think Wrigley’s is saying the new slim packs are new and the flavor is improved, therefore being new and improved! They could have found a better way to market new packaging and bolder flavors. ‘New and Improved’ is rather played out if you ask me.
Gregory,
I really appreciate your view on this situation! I think it is beneficial to have smaller packages to reduce waste as well. Even if it is just a plastic bottle holding a couple less ounces, a couple less ounces of unrecycled plastic is better for our environment. Even though these deceiving methods aren’t necessarily saving us money I think they are opening consumers eyes and slowly teaching us the value of a hard earned dollar. Do you think we have been getting away with paying too little for the cost of our products and are finally paying a reasonable amount for our consumer goods or do you feel like we are now being over charged?
Good point about the new packaging, improved product.
It’s amazing what packaging can do, though. Looking at the before and after shot of the wings, showing them cooked makes such a difference.
Nice post here. I found you via a tweet by David Airey.
I notice these “new and improved” items in the store from time to time and it makes me wonder who they are fooling. Then again, I have lots of friends and family that are fooled!
My wife and I try to buy whole foods and anything but name brands for the most part, but you can’t escape the giants all the time. Of course the generics can have clever packaging, too.
David,
The Tyson chicken is definitely the most improved packaging design of the products I shared here. The previous chicken wing packaging looks nearly repulsive with the raw frozen chicken wings so blatantly visible. I have also noticed with the Similac baby formula that not only did they improve the container, but they also make it appear slightly bigger than the previous tin they used. I thought that was pretty interesting considering it is now holding less.
Rob,
Thanks for dropping by and sharing your thoughts! The phrase ‘new and improved’ is almost laughable. I don’t really know how you can take a product that is nonchangable and make it new and improved. New packaging and a more intense flavor is hardly new and improved in my book!
On another note, I have seen local generic grocery store brands upping their physical appearance. I’ve noticed many generic brands redesigning their packaging to appeal more ‘healthy’ by utilizing white space and sans-serif fonts! Which in the end, really does make you want to buy the generic brand because its all of the sudden healthier and cheaper!
Which reminds me of the biggest packaging size illusion I reckon I’ve come across — crisps (or chips for those in the US). I’m disappointed almost every time I open a packet. You’d think I’d learn, but oh no, it can’t possibly happen again.
I first noticed this a few years ago with cereal boxes. I told my sister in the supermarket while she was buying family sized cereal and she was shocked!
Antonea,
No, i don’t think we’re being overcharged. I know that for me personally, my grocery bill has not gone up, mind you I rarely shop at big box stores, and i tend to buy more niche products that are healthier and locally sourced from my area so i’m not the best person to guage wether things cost more right now. (organic local products always cost a bit more anyway)
But yeah, overall, i see this is as a net positive. I really think that the prices at stores like walmart and costco is pretty much unstainable long-term.
These are products of poor quality, and they were selling them at cutrate prices. This affects us all because when we cut corners looking for deals, we are in essence financing an inevitable recession.
Look at the big automakers. those that sold the biggest, inefficient SUV’s at bargain prices (chrysler, gm, ford) are now floundering. Meanwhile the few automakers that sold high quality sustainable vehicles (honda, toyota) are doing well, even though their product is more expensive.
I encourage all of your readers who have the means, to really think about the quality of the products you are buying before the price. in the end you will be healthier, and you will have a product that lasts longer, is more efficient, and employs more skilled labor in its manufacture.
in the meantime, if any of these companies are looking to redesign new and improved packaging, i’m available to help design it!
Chips are definitely crazy! And they say it’s because the chips have “settled”. Maybe a little but not THAT much. 3 quarters of the bag is just air.
I emailed doritos one time b/c I bought the huge size bag of chips and it was a third full when I opened it. They wrote me back saying it is so the chips don’t get smashed, the extra bag room prevents it. I don’t think you need that much extra bag.
Haha they seriously think we are stupid. You definitely don’t need that much air space.
Haha, this is the funniest conversation. Mike, its amazing that you contacted Doritos to complain, haha. I always thought the extra air in the bags was some sort of freshness tactic, but I think the mystery to why chip bags are so huge and chip amount is so little will always remain an unsolved mystery in all of our minds.
Yeah, when I worked at Florida Today I had lots of time to kill.
dial bar soap has lost a long time customer due to their penny pinching.
Yhe opposite of this was displayed at a local restaurant with a sign on the door which said “due to our rising costs with everything we refuse to reduce our portions or use less than the best ingredients so we will have to raise our prices slightly” Now that i can understand and respect.
I agree with you too much i am afraid!
Walmart brand oatmeal packets used to have 10 1.5 ounce packets in box. For same price you got 8 1 ounce no added sugar packets. Now you get 12 .9833 ounce packets and there is zero taste. NO TASTE what so ever.
Don, thanks for sharing this! I find it very interesting that less bang for your buck is such a trend lately!!