TL;DR
Get business pricing on office and shipping supplies
- Business-only prices and quantity discounts
- Tax-exempt purchasing
- Multiple users, one account, clear invoices
Research cited by eToro found that 14 of 15 smaller formats of popular foods cost more per gram, litre or item than standard packs. One example was a 32.5g pack of Walkers Ready Salted crisps, which the report priced at £1.10, compared with £1.50 for 150g. The findings come as food companies adapt products for shoppers seeking smaller portions, including people using GLP-1 weight-loss drugs.
Smaller packs of popular snacks and groceries often cost more per unit than standard sizes, according to research from trading platform eToro, as food companies respond to changing eating habits and growing use of GLP-1 weight-loss medicines. The report found that 14 of 15 smaller formats it examined cost more per gram, litre or item than their regular counterparts.
The report described the trend as “package downsize”: manufacturers offer products in reduced formats for shoppers who want less food at once, while the smaller options can carry a higher unit price. It presents the trend as a newer form of shrinkflation, although the examples compare different package sizes and prices rather than documenting a change over time to the same product.
One example was Walkers Ready Salted crisps. A 32.5g pack was listed at £1.10, while a 150g pack cost £1.50. Based on those prices and pack weights, the smaller pack costs about £3.38 per 100g, compared with £1 per 100g for the larger pack. The report described the smaller option as 238% more expensive per gram.
Other examples included a 40g pack of Pringles at £1.15, which the report said was 90% more per gram than a 165g pack at £2.50. A four-pack of 330ml Coca-Cola bottles was priced at £4.35, or 118% more per litre than a 1.75-litre bottle listed at £2.65. These are prices cited in the report, not a survey of every retailer or a guarantee that the same prices are available everywhere.
The Unit Price of Smaller Treats
For shoppers, the comparison shows why the shelf price alone can give an incomplete picture. A smaller pack may require less spending at checkout, but shoppers can pay more for each gram or litre. Checking the unit price displayed on a shelf label can help make comparisons between different sizes, where that information is available.
The market shift also matters to food producers and investors. Companies may be trying to retain customers who prefer smaller portions while protecting sales and margins. But the report does not establish that smaller formats will be more profitable across the industry, or that consumers will accept a higher unit cost over time.
The findings are relevant to households managing tight budgets as well as people seeking portion control. A smaller pack can be convenient or better suited to a particular need, but it is not necessarily the cheaper choice per serving or by weight. The practical trade-off depends on how much a shopper intends to eat and whether the product would otherwise be wasted.
Popular right now
Apple AirPods Pro 3 Wireless Earbuds with Active Noise Cancellation
Dyson Ball Animal 3 Extra Upright Vacuum
Vitamix 5200 Professional-Grade Blender, 64 oz. Container, Black
As an affiliate, we earn on qualifying purchases.
Food Firms Adjust to Smaller Appetites
The report links rising interest in smaller snacks partly to GLP-1 medicines such as Ozempic and Mounjaro, which can suppress appetite. It says about 2.4 million people in Britain are taking these medications and projects the number could rise to 7 million by the end of 2027, or one in eight people. That figure is a projection cited by the report; it is not a confirmed count of future users.
Companies are also responding to other pressures, including reduced impulse buying and consumers’ limited budgets. The report says Magnum, the ice-cream business spun off from Unilever in 2025, has developed bite-sized products such as Magnum bonbons. It also points to Mondelez, which owns brands including Cadbury and Toblerone, offering what it calls “mindful indulgences.”
The report cites a contrasting business result at Pladis, the privately owned maker of McVitie’s and Jacob’s products. Its profits reportedly fell from £181 million to £49 million, with the impact of Ozempic identified as one contributing factor. The source does not provide a breakdown showing how much of the decline was attributable to weight-loss medicines versus other pressures.
“It will be fascinating to see how this development plays out, as more people start to use weight-loss medications and inflation weighs on purchasing choices.”
— Sam North of eToro
How Shoppers Will Respond
The report does not identify the full sample, research method or date range behind eToro’s comparison of 15 smaller formats. Its listed prices are examples, and may vary by retailer, location, promotion and time. It is also unclear whether the smaller packs were designed specifically for people taking GLP-1 medicines or reflect a broader product strategy.
The connection between weight-loss drugs and the reported fall in Pladis profits is not quantified. The source says Ozempic was one factor but does not provide evidence isolating its effect from other causes. Nor does the projection of 7 million users by the end of 2027 establish how many will change their snack purchases or how food companies’ sales will respond.
Prices and Product Strategies Ahead
eToro’s Sam North said investors in food businesses will be watching for signs that consumers object to paying more per unit for smaller formats. The report did not give a timetable for further analysis or identify specific company announcements expected next.
For shoppers, the immediate way to compare the examples is to check the unit price, pack size and current shelf price rather than relying on the headline price alone. For companies, the longer-term test will be whether smaller products attract enough demand to offset any decline in purchases of larger packs. The available information does not yet show how that balance will develop.
Key Questions
What did the eToro research find?
It found that 14 of 15 smaller formats of popular foods examined cost more per gram, litre or item than their regular versions. The report does not describe its full sample or methodology.
Are smaller snack packs always more expensive?
No. The report describes its findings across the formats it examined, not every product or retailer. Prices can change with promotions and location, so shoppers should compare current unit prices.
Why are food companies offering smaller products?
The report says companies are responding to changing eating and snacking habits, including appetite changes associated with GLP-1 medicines, and to shoppers seeking smaller portions or lower checkout costs. It does not establish that medicines are the only cause.
How much more did the small Walkers crisp pack cost per gram?
The report listed a 32.5g pack at £1.10 and a 150g pack at £1.50. On those figures, the smaller pack was about 238% more expensive per gram.
Does the report prove weight-loss drugs caused Pladis’s profit fall?
No. It says the impact of Ozempic was one contributing factor in Pladis’s reported profit decline from £181 million to £49 million, but gives no figure isolating that effect.
Source: rss
