Packaging design with transparent shrinkflation communication

Dr. Oetker & packaging design: Courage or sham?

Transparente Shrinkflation

Rising raw material prices put many brands in a difficult position and often result in less content being offered at the same price.

And how do you communicate this on the packaging?

So far there have been two main variants:

👉 No communication: The content is reduced – without any indication.

👉 Vague communication: The packaging design, for example, says "New size" – but without context.

Both appear like a hidden price increase. No wonder they often lead to negative PR and a loss of trust.

I noticed a different approach in the supermarket – at Dr. Oetker:

👉 Clear communication: The reduced content is communicated openly.

Some products have less content, but it is clearly stated on the front:

"It's not just a question of time. It's a question of time."

The reasons for the increased prices are also given on the back.

Consumer protection organizations view this critically and demand even more transparency.

But I find the comments on Reddit interesting: The response is surprisingly positive (e.g. “For me, it's the opposite of a rip-off. We should celebrate it as a positive example” or “an example of how to do it right.”)!

My conclusion:

I find this path courageous – and honest. And those who are honest can gain trust, even in times of shrinkflation.

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#integritydesignhamburg #brandtransformation #BrandStrategy #PackagingDesign #shrinkflation

LinkedIn Post : May 4th, 2025 by Katja Wagner