Rules by country / Europe / Shrinkflation laws in Europe
Shrinkflation laws in Europe: when a smaller pack needs a notice
France, Austria, Italy, Hungary and Romania now make a smaller pack at the same or a higher price visible: a notice on the shelf or a label on the pack, for 30 days to six months. Downsizing loses its cover. We work out which pack and price changes still pay.
A guide, not legal advice. France covers shops over 400 m², Hungary retailers with over HUF 1 billion turnover; Austria exempts small shops outside chains.
A price and pack plan for the shrinkflation rules
Which pack sizes and prices make the most profit now that a smaller pack has to be shown, product by product and country by country.
- What each pack change would do to volume and profit, once shoppers can see it
- When a price rise beats a smaller pack, and when it doesn't
- Which pack sizes and price points to lead with
- A price and pack plan for each retailer, and an Excel model
How your results look
| Product | The change | Our advice |
|---|---|---|
| Chocolate bar, 100g to 90g, same price | Notice in all five | Raise the price instead |
| Coffee, 500g to 450g, 10% cheaper | Notice in Hungary only | Keep the new pack |
| Juice, 1 litre to 900ml, same price | Notice in all five | Add a size instead |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Price and pack plan
- Which pack and price changes pay, product by product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with pack sizes
- Everything in the price and pack plan
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about €2,400). Prices are fixed in pounds sterling; amounts in euros are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
Which pack and price changes pay, and where a notice is needed, walked through with your team.
Shrinkflation laws in Europe: the detail
Open only what you need.
- France
- Since 1 July 2024 (decree of 16 April 2024): shops over 400 m² show for two months that the quantity fell from X to Y, and the rise in the price per kilo or litre
- Austria
- From 1 April 2026 to 30 June 2030 (Anti-Mogelpackungs-Gesetz): food and drugstore retailers show a notice such as 'less content, higher price' for 60 days when the unit price rises by 3% or more; shops up to 400 m² are exempt unless part of a chain of more than five
- Italy
- Since 1 April 2025 (Consumer Code, Article 15-bis): producers state on the front of pack how much less it holds, for six months. The European Commission objected before it was passed, so it may not be enforceable against private parties
- Hungary
- Since 1 February 2024 (Government Decree 1/2024): retailers with over HUF 1 billion turnover show the old and new quantity and the cut in percent for two months; producers must tell them
- Romania
- Since 10 October 2024 (ANPC Order 539/2024): a shelf sign for at least 30 days when the quantity falls at the same price
- Elsewhere
- Germany has no specific law, but a Hamburg court required a clear note for at least three months; Spain and Belgium have drafts
Raise the price instead
A visible price rise can cost less volume than a visible cut in the pack.
Add a size
A new pack beside the old one gives shoppers a choice, rather than a cut they discover.
Keep the pack, raise the price
Products whose sales hold up don't need a smaller pack to protect the margin.
Is shrinkflation illegal in Europe?
Not as such. France, Austria, Italy, Hungary and Romania require a notice when a pack shrinks, and misleading packaging is banned across the EU.
What is the shrinkflation law in France?
Since 1 July 2024, shops over 400 m² must show for two months that a product's quantity fell and its price per kilo or litre rose.
What is Austria's shrinkflation law?
Since 1 April 2026, food and drugstore retailers must show a notice for 60 days when a pack shrinks and its unit price rises by 3% or more.
Does the EU have a shrinkflation law?
Not yet. Each country sets its own rules. EU rules already require a price per kilo or litre on the shelf.
How much does a price and pack plan cost?
A review of up to 10 products has a fixed price from £7,500 (about €9,000) and takes about three weeks. For 11 to 50 products, a full pricing review costs around £17,500 (about €21,000). It starts with a free 15-minute call.
Do you work with brands across Europe?
Yes. We work remotely and in English, under NDA, and can plan packs and prices for every market in one project. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- DLA Piper, international shrinkflation guide
- Schoenherr, Austria's anti-deceptive packaging law now in effect
Checked on 25 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.