Inflation, Kellogg-style: Less product, same price
Posted by: in Marketing and AdvertisingFiled under: Products and services, Marketing and advertising, Kellogg Co (K), Commodities
Like all processed food producers, Kellogg Company (NYSE: K) is facing rapidly climbing costs for corn, wheat and sugar, the basic building blocks for many of its products. Rather than passing those costs on to consumers in a straightforward manner by raising prices, Kellogg is taking a sneakier route: making some of its cereal boxes smaller while keeping the price the same.
Starting this month, Kellogg will shrink the size of boxes of Apple Jacks, Cocoa Krispies, Corn Pops, Froot Loops and Honey Smacks by an average of 2.4 ounces.
Of course, using this approach is in the end the same as simply raising prices. The key is price per ounce, which goes up whether you reduce quantity or increase price. So although you’ll pay the same price for a box of these sweet cereals, the per ounce cost of a corn syrup high in the morning will go up.
Although reducing ounces per box amounts to a price increase, smaller boxes have a different psychological effect than adding a few pennies to the retail price. Food companies use this approach in the hope that most consumers won’t notice, and research advocates that this is in fact true.
I suppose this means that most shoppers don’t look at the per ounce cost when buying things like cereal. When it comes to inflation, maybe ignorance really is bliss.
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