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Research cited by This Is Money says 14 of 15 smaller formats of popular foods cost more per gram, litre or item than standard packs. Food companies are adding smaller portions as eating habits change, including among people using GLP-1 weight-loss drugs, but the report does not establish that the medicines alone are driving the trend.
Shoppers in Britain can pay substantially more per gram or litre for some smaller versions of familiar snacks and drinks, according to research cited in a This Is Money report published October 5. The report says 14 of 15 smaller formats it examined cost more per unit than their standard counterparts, as food producers add smaller portions amid changing eating habits, including those associated with GLP-1 weight-loss drugs.
The price examples in the report show how the gap can vary by product. A 32.5-gram bag of Walkers Ready Salted crisps is listed at £1.10, compared with £1.50 for a 150-gram bag; on the report’s calculation, the smaller pack costs 238% more per gram. A 40-gram pack of Pringles is listed at £1.15, against £2.50 for a 165-gram pack, making the smaller format 90% more per gram.
For Coca-Cola Original, the report compares a 1.75-litre bottle priced at £2.65 with four 330-millilitre bottles for £4.35. The multipack works out at 118% more per litre, according to the article. These are the prices reported in the source; prices can vary by retailer and may change over time.
The report describes the move toward smaller portions as “package downsize,” a form of shrinkflation in which product formats change. It says this can appeal to people seeking smaller treats or managing tight budgets, while potentially helping manufacturers protect margins. Those are explanations offered in the report, not evidence that every company has introduced smaller packs for the same reason.
The Cost of Smaller Treats
For shoppers, comparing only the price on the shelf can obscure the cost of a portion. Smaller packs may require less spending at the till, but the figures cited show that they can cost more for the same quantity. Checking the unit price per gram or litre can help buyers compare sizes, where that information is displayed.
The trend also matters to food companies and their investors because consumers may change what, and how much, they buy. The report links that shift in part to appetite changes associated with GLP-1 medications, and in part to price pressures and fewer impulse purchases. If shoppers see smaller formats as better suited to their needs, they may support sales; if they view the unit-price premium as unfair, they may choose standard packs or other products instead.
The figures do not show how many people are switching to small packs, whether shoppers accept the higher unit costs, or how much revenue the formats generate. They do, however, illustrate a clear trade-off in the listed examples: smaller outlay per pack can mean a higher price per unit.
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Food Firms Adjust Portion Sizes
The report says demand for smaller “micro treats” is rising as consumers’ snacking and dining habits change. It cites the appetite-suppressing effects associated with GLP-1 medicines such as Ozempic and Mounjaro as one factor. It reports that about 2.4 million people in Britain are taking the medications and says the number is expected to rise to 7 million by the end of 2027. That future figure is a projection, not a confirmed outcome.
Some companies are developing products aimed at people who want a smaller indulgence. The report points to Magnum bonbons and other bite-sized products from Magnum, which was separated from Unilever the previous year. It also says Mondelez, whose brands include Cadbury and Toblerone, is offering what it calls “mindful indulgences.” The examples indicate product changes, but the report does not quantify their sales or establish how much GLP-1 use has affected demand.
The article also cites financial pressure at biscuit maker Pladis, whose brands include McVitie’s and Jacob’s. It reports that the company’s profits fell from £181 million to £49 million and says the impact of Ozempic was one contributing factor. The source does not provide a breakdown of the causes, so the decline cannot be attributed to the drug alone.
““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 methodology behind eToro’s comparison of 15 smaller formats, including the retailers and dates used to collect each price. It also does not establish whether the listed prices are representative across Britain or account for promotions, regional differences and changes in shop pricing.
It remains unclear how much of the move toward smaller packs is specifically caused by GLP-1 medicines, rather than inflation, household budgets, changing preferences or companies’ broader product strategies. The projected rise in medication use to 7 million by the end of 2027 is a forecast cited by the report, and no outcome is confirmed. The article also offers no sales data showing whether smaller formats are growing faster than standard packs.
Sales Data Will Test the Trend
The next evidence will come from whether food companies continue expanding smaller formats and whether shoppers buy them at the prices listed. Investors and retailers will be watching sales, product launches and consumer reactions, as North’s comments suggest. Any future assessment would need comparable price and sales data over time to distinguish a sustained change from isolated product examples.
The report does not announce a specific upcoming company release, regulatory action or new pricing survey. Its cited medication figure is a projection through the end of 2027, so the scale of future use—and its effect on food purchases—remains to be seen.
Key Questions
What did the report find about smaller food packs?
It says 14 of 15 smaller formats examined cost more per gram, litre or item than the regular version. The examples include crisps, potato snacks and soft drinks.
How much more can the smaller packs cost?
In the examples cited, a small Walkers crisps bag cost 238% more per gram than the larger bag, while four small Coca-Cola bottles cost 118% more per litre than a 1.75-litre bottle. These are the report’s specific comparisons, not a claim about every small pack.
Are GLP-1 drugs the only reason food makers are changing pack sizes?
No. The report links smaller portions partly to appetite changes associated with GLP-1 medicines, while also mentioning inflation, stretched budgets and changes in impulse purchases. It does not measure the contribution of each factor.
Is the forecast of 7 million people taking these medicines confirmed?
No. The figure is a projection cited by the report for the end of 2027. It says about 2.4 million people in Britain are currently taking the medications, but the future estimate is not a confirmed count.
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