Carrefour has pulled PepsiCo’s products off the shelves due to the latter’s price hikes, sparking a dispute between the two firms. Ahead of EU elections, businesses and politicians are put in the hot seat as people demand concrete solutions – not bread and circuses – to address cost of living woes.

French supermarket chain Carrefour has slapped price warnings on 26 products across its stores to shame suppliers and make consumers more aware of shrinkflation. The move is set to resonate with its customers, who are cutting their shopping costs due to the cost of living crisis.

Ever noticed your favourite products get smaller but stay the same price? ‘Shrinkflation’ is having a moment. Canvas8 spoke to marketing professor Ioannis Evangelidis to understand how people are responding to it and what brands can do to communicate these changes fairly.

Shoppers are already figuring out how they can save money by cutting back and trading down on their usual brands – some to greater extremes than others. So, as consumers adjust to a new normal of elevated prices and tightened finances, how can brands support consumer confidence?