Woolworths Under Fire for Pricey Downsized Brut Deodorant
Synopsis
Australia's biggest supermarket chain, Woolworths, finds itself at the centre of controversy as consumers and advocates alike question the company’s pricing strategies amidst the cost-of-living crisis. A move to sell a smaller stick of…
Australia's biggest supermarket chain, Woolworths, finds itself at the centre of controversy as consumers and advocates alike question the company’s pricing strategies amidst the cost-of-living crisis. A move to sell a smaller stick of Brut deodorant for more than double the previous unit price has sparked fresh outrage over what's commonly referred to as "shrinkflation".
While not unlawful, these pricing decisions fuel public criticism at a time when Australian households are grappling with rising expenses. Consumer advocates are now calling for greater transparency, with some pointing to international regulations, such as those in France, as potential solutions to curb misleading packaging and pricing practices.
What Is Shrinkflation?
Shrinkflation, a widespread practice in the retail and grocery sectors, occurs when companies reduce the size or weight of a product while keeping the price the same—or, as in the case of Brut deodorant, increasing it. This tactic allows brands to subtly transfer costs to consumers without explicitly altering shelf pricing. The result? Shoppers often pay significantly more per gram or per unit, even if initial appearances suggest otherwise.
From breakfast cereal to snack foods, and now personal hygiene items, shrinkflation has been quietly infiltrating supermarket aisles across the country. A notable example is "Woolworths shrinkflation" where consumers have noticed reductions in product sizes without corresponding price adjustments. While companies argue that supply chain challenges and inflation have driven up production costs, critics highlight that the lack of transparency around these changes unfairly disadvantages consumers.
The Brut Scenario
PharmaCare-owned Brut has come under fire for reducing its deodorant stick size by a third—from 75g to 50g—while the product’s retail price rose from $7 to $10. This equates to a new cost of $20 per 100g, more than twice the original cost. The change has left loyal customers like Newcastle resident Rachel King feeling short-changed.
King, a longtime fan of the product, didn’t notice the reduced size during her usual shopping trip. “The packaging looked the same, so I picked it up, as I always do, and didn’t think much of it,” she explained. It wasn’t until she was home that the scale of the increase became clear. “When I realised what had happened, I thought, ‘That’s a massive increase!’ They’ve basically doubled the price in one go.”
Woolworths and PharmaCare Respond
A Woolworths spokesperson acknowledged the price increase, attributing it to Brut’s reformulation process and a move towards its supplier’s new recommended retail price. PharmaCare, the brand behind Brut, cited post-pandemic production pressures as the driving force behind the costly changes.
“In rebuilding our manufacturing capabilities, we’ve created a product that reflects the high standard our customers expect,” PharmaCare said in a statement. “Unfortunately, these improvements have come with increased costs to avoid discontinuing the Brut deodorant stick altogether.”
On the surface, these statements align with industry narratives around supply chain challenges. However, many shoppers argue that reduced transparency magnifies the perception of exploitation.
A Trend Across Supermarkets
Shrinkflation isn't limited to Woolworths and Brut deodorant alone. Major supermarket players, including Coles, employ similar tactics to increase profitability without inciting direct consumer backlash. Downsized packs of crumpets, crackers, and chocolate bars have become a common sight.
Coles is currently selling the reduced-size Brut deodorant for a price of $7, the same as Woolworths' introductory discounted price. The latter had listed the product as part of their 8–14 January special promotion, marketing it as a $3 saving despite a per-unit price increase of 50%. Critics argue such discounts are misleading and designed to manipulate customer perception into seeing “value” rather than noting inflated costs.
Calls for Greater Transparency
Consumer advocacy groups are now urging Australian supermarkets to adopt measures similar to those implemented in France. Across the Channel, packaging changes are coupled with in-store notifications, ensuring shoppers are aware of product reductions and price hikes before purchase.
According to the Australian Competition and Consumer Commission (ACCC), many consumers have voiced frustration over the lack of transparency around shrinkflation in its reviews of supermarket practices. Such complaints often centre on misleading package designs, which make downsized items appear nearly identical to their predecessors.
Rachel King agrees. “I didn’t notice the difference in size. I just assumed the price had gone up a little, and I wasn’t happy even with that.”
Restoring Trust Through Transparency
The Brut deodorant saga highlights a broader issue plaguing Australian retail. Public scrutiny is mounting over how major supermarket players balance the rising cost of production with their responsibility to deliver honest value to consumers. It’s not just about deodorant—practices like Woolworths shrinkflation, if left unchecked, could erode trust in retail giants while leaving shoppers with dwindling purchasing power.
Supermarket chains continue to defend their actions, citing ongoing supplier negotiations, rising manufacturing costs, and logistical pressures. However, the practice of passing these costs onto consumers, coupled with opaque communication, adds fuel to the fire during what many are calling a cost-of-living crisis.
Moving Towards Accountability
Greater accountability around pricing schemes is a logical step forward for supermarkets. This could involve mandatory in-store notifications to highlight downsized products, more stringent regulations around promotional claims, or an industry-wide push to adopt transparent pricing structures. Perhaps it's time for Australian regulators to address issues like Woolworths shrinkflation and follow in France’s footsteps, ensuring that consumers can make informed decisions about the products they buy.
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