Achi news desk-
Stephanie Belinsky not only brings her list when she shops, she also brings a calculator.
Balinsky, a 20-year-old mother of a boy, often finds herself standing in the aisles wondering if she’s getting the best deal for every dollar spent. This is her way of fighting against Shrinkflation.
She recalled her last trip to a local grocery store in Montreal. She looked at a variety of cheeses – both on sale and without. While a deal on two blocks of cheese sounded enticing, she said she was getting less per unit weight for the price, compared to those without offers.
Smaller boxes of cereal, lighter bags of chips, and shorter strands of spaghetti are common examples of shrinking—items that cost the same even after being reduced in weight or size. It is less noticeable than a higher price but the food is more expensive because the buyers get less for their money.
As rising food prices continue to be a pain point in household budgets, many Canadians are looking for reduced grocery store items.
Confectionery items, such as cookies or chocolates, are more susceptible to curtailment, said Marissa Alexander, co-executive director of Food Secure Canada.
“Anything that’s packaged (and processed), it’s easier to get away with shinkflation because it’s less obvious,” said Alexander, who is also a registered dietitian.
“The problem now is that many of the companies that make the same products are all shrinking,” she added, leaving fewer options for consumers.
The main reason is affordability, Alexander said. “Companies also feel the problem with our food system – processing food, transporting food and exporting/importing food is all really expensive,” she explained.
But consumers continue to bear the burden, with high costs passed on to them in misleading ways.
Jay Jackson, director of policy and strategy at the Consumer Council of Canada, said shrink-wrapped food items have become another irritant that shoppers have to deal with alongside high food prices.
But he adds that consumers know what to do when they feel they are being cheated.
“When the prices are outrageous, they know how to switch to products at lower prices, or simply walk away and find another way,” he said.
For Deirdre Cross, an affinity for loyalty cards and flyers has saved her from paying full price every now and then — and helped her grocery bills go down year after year.
“I’m a big fan of using the loyalty programs that stores have (and) I signed up for all of them — PC Optimum, Air Miles,” said Cross, who runs a social media channel called Ohh You Budget.
While inflation has eased her cereal boxes, she manages to collect enough points to sometimes go on a month-long shopping challenge with no expenses. She notes that many people don’t realize what they can get with loyalty rewards.
“I showed my followers on social media — they see me getting free groceries, they see me getting free car washes and free gas,” Cross said. Her audience is often surprised to see her cash in loyalty points for big-ticket grocery items, she added.
“It’s because I see the end result,” Cross said.
She suggested downloading apps that can manage all your loyalty cards in one place, like Stocard, and following discount apps like Flipp to find the best deals.
For Belinsky, avoiding shrinkflation isn’t about the sales stickers, giant store banners or packaging. This is her calculator.
“It’s very basic – plus, minus, division, multiplication,” she said. “It’s figuring out how much you’re getting, down to the smallest unit.”
Balinsky’s staunch calculator strategy is a hands-on lesson from her mother, who shared the tactic nearly 15 years ago during another economic downturn. While she hasn’t always used a calculator over the years, it comes in handy in hard times.
She often shops with her mother and splits bulk items like large bags of carrots and lentils.
“Grab your girlfriend. Let’s go grocery shopping together. I’ll take the dairy, you take meat, divide it like this,” she said.
Shopping at dollar stores for dry staples also proves cost-saving for Balinsky.
“The dollar store was a bit of a surprise,” she said, finding deals on rice cakes at the best prices — even better than Amazon or Walmart.
“I’m just a mom, trying to try to feed (my kids) and not spend so much money every week on foods that will rot in my fridge or sit for years on my shelves,” she said.
Belinsky now teaches her children to look out for fake deals and get the most for their money.
“When I send them on errands, (I ask) ‘Is this the best price?'” Balinsky said. “Either they go back and do the math or say very proudly in their singing voice, ‘Yes, mom, I did it, blah blah.'”
One day, she said, “I know that when they’re alone and it’s their dollar, they’ll do it.”
This report by The Canadian Press was first published on March 31, 2024.
