A few grams less in a box of cereal, a bottle that goes from 1 liter to 900 ml, six items in a pack instead of eight… without a corresponding price reduction. This practice has a name: shrinkflation.
It is not prohibited in France. However, since July 1, 2024, supermarkets larger than 400 square meters are required to notify their customers when the quantity of a prepackaged product decreases and its price per kilogram, liter, or unit increases.
Fines of up to €15,000 for a retailer
In the affected stores, the label must indicate the old and new quantities as well as the change in unit price. The regulation even mandates a specific wording: “For this product, the quantity sold has changed from X to Y, and its price per kilogram has increased by …% or … €.” The notice must remain visible for two months from the date the new format goes on sale.
The rule does not apply solely to food. It can also apply to a bottle of shampoo, a barrel of laundry detergent, a package of paper towels, or a pack of sponges. Both national brands and store brands are subject to this rule. However, products sold in bulk and certain food items whose weight varies during preparation—such as those sold in the deli section—are exempt from this specific requirement.
A supermarket that fails to comply with this disclosure requirement is subject to an administrative penalty. The Consumer Code provides for fines of up to 3,000 euros for an individual and 15,000 euros for a legal entity, which in most cases corresponds to the company operating the store. The DGCCRF may also require the retailer to comply with the regulations and make its decision public.