What is shrinkflation? Increasing in Japan and the UK「シュリンクフレーション」とは？日本とイギリスで増加中

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「ステルス値上げ」とは？ 日本とイギリスで増加中、"価格を引き上げない値上げ"の実態
https://www.huffingtonpost.jp/2017/06/18/diamond-stealth-price-increase_n_17198740.html


Terrorism also occurred on June 3 in London, England. When I took a business trip in May, the author also dined near the scene and took a walk around the London Bridge. As the victims also had many foreigners, they felt unimaginable.

However, when talking to acquaintances living in London, British people are unexpectedly tough and they do not see a big upset in the conversation with colleagues in the workplace.

One of the reasons is that there are many people who are livering because Ireland related bombing terrorists are one after another. Also, the British have a sense of values ​​that respects the spirit of talking about humor by maintaining a normal mind, without disregarding sudden events. This time the American newspaper reported that "Britons are upsetting," Tweeters are showing a tremendous excitement tweet on jokes.

To the hash tag called "to shaking the British", many talks such as the fact that the direction of the toilet paper has reversed, the Milkshake machine was told that it was broken at McDonald's, etc. are posted and they are put on terrorism It is an appearance of attitude not to yield. Among them, there was a tweet that the size of Nestle's chocolate can is decreasing year by year. If it is not cut down, it is a substantial price increase.

There are many such "stealth price increases" even in Japan. Although manufacturing costs are rising, it is a company's constant means of not raising the selling price. In the UK it is called "shrinkfreation" (price rising while shrinking).

After the European Union (EU) withdrawal victory in the referendum last June, these substantial price increases frequently occurred in the UK. The pound declined in the foreign exchange market, the domestic currency depreciated and the import price of food rose. The British newspaper "Telegraph" reported that the content of food has decreased so much before and after the referendum.

Dolitos potato chips 200 g → 180 g, Kellogg's Cocopops 800 g → 720 g, Mortiys' chocolate 121 g → 103 g, Tropicana juice 1.75 l → 1.60 l, Iceland's frozen French fries 1.50 kilograms → 1.25 kilograms, can beer of Morland 500 ml → 440 ml, ASDA turkey fillet 573 g → 500 g, 20 sesame barley pork sausage 20 → 16.

Swiss made chocolate Tobala Lone (photo) also reduced the content of its products only in products sold in the UK since November last year. The upper part of the picture was purchased in Frankfurt, Germany in May this year, the lower one was bought in London a few days ago. In the latter the valley between the mountain and the mountain is enlarged, it is a really terrible shape. Since this chocolate is a product familiar to British people, many lamenting and sorrowful voices have been posted on the Internet, which is exactly "upsetting the British".

Some voices say that "shrinkfration" is effective for obesity countermeasures, but overwhelming majority of British people are upset with substantial price increases. However, it is a twisty situation that the EU supporters have increased more than before the referendum.

Meanwhile, there is an increasing number of cases in which the price is raised instead of reducing the content volume, and worry that "rising living costs due to the weakening pound weakens consumption," while wages are not increasing much, is rising.

The current Bank of Japan is a strange stance that "any rise in prices is welcomed", but in the UK it is natural that the argument that cost push type inflation is a problem is naturally mainstream.



ドリトスのポテトチップスは200グラム→180グラム、ケロッグのココポップスは800グラム→720グラム、モルティーザーズのチョコは121グラム→103グラム、トロピカーナのジュースは1.75リットル→1.60リットル、アイスランドの冷凍フレンチフライは1.50キログラム→1.25キログラム、モーランドの缶ビールは500ミリリットル→440ミリリットル、ASDAの七面鳥フィレ肉は573グラム→500グラム、セインスバリーのポークソーセージは20本→16本。

スイス製チョコのトブラローネ（写真）も、昨年11月から英国で販売する製品に限って、内容量を減らした。

写真の上段はこの5月にドイツ・フランクフルトで購入したもので、下段はその数日前にロンドンで買ったものだ。

後者は山と山の間の谷が拡大し、実にわびしい形状だ。このチョコは英国人にはなじみ深い製品であるため、嘆き悲しむ声がインターネット上に多数掲載され、まさに「英国人を動揺させること」になっていた。

「シュリンクフレーション」は肥満対策に有効ではないか、とポジティブに評価する声も一部にあるが、圧倒的多数の英国民は実質的な値上げに怒っている。

ただ、EU離脱支持派は国民投票前よりも増えているというねじれた状況だ。

一方、内容量を減らすのではなく、値上げするケースも増えており、「賃金はあまり伸びない中、ポンド安による生活コストの上昇が消費を弱めるのではないか」という心配が台頭してきている。

現在の日本銀行は「物価の上昇は何であれ歓迎される」という奇妙なスタンスだが、英国ではコストプッシュ型のインフレは困るという論調が当然ながら主流である。

（東短リサーチ代表取締役社長　加藤 出）