Consumer research group CHOICE has named hams from independent grocer IGA and Aldi as the best value for the wallet and the tastebuds, as big brands shrink servings over the festive season.
CHOICE experts blind taste tested 10 supermarket-brand Christmas hams from Coles, Woolworths, Aldi and IGA, assessing them on several criteria, including flavour, texture, appearance and smell.
“With so many options at the supermarket, finding the perfect Christmas ham to serve at your festivities can be challenging. Our experts have taste tested various Christmas hams so you can be sure you’re serving up a high-quality feast,” said CHOICE Editorial Director, Mark Serrels.
“The Seven Mile ham, a brand available at IGA, took first place this year, scoring 79%. Our experts praised the Seven Mile ham for its smoky aroma, moist texture and pleasant flavour. If you’re looking for the best Christmas ham to add to your shopping list, look no further,” he said.
“Our taste test also revealed that price isn’t necessarily an indicator of quality. The winning IGA ham only cost $12 per kilo, coming in cheaper than a number of the lowest scorers.”
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Coles and Woolworths landed at the bottom of the charts, with Coles Christmas Beechwood Smoked Half Leg Ham and Woolworths Gold Triple Smoked Free Range Half Leg Ham tied for last place at 66 per cent, and at $8/kg and $15/kg, respectively.
But it’s not only the Christmas ham under the microscope for price. CHOICE uncovered five products from Woolworths, Aldi and Lindt set to be popular this Christmas that have decreased in size while their prices have increased or stayed the same.
“This festive season, chocolates, cakes, and tarts from big brands are among the latest items to shrink in size but increase in price. This is the last thing people want when they set out to stock their pantries for Christmas, particularly during a cost of living crisis,” CHOICE’s Liam Kennedy said, citing research from the research group which found 87% of households worried about how much they’re spending at the supermarket.
“In the lead up to Christmas 2023, Woolworths was selling its home brand Rocky Road and Salted Caramel tarts in 240 gram and 210 gram packets. However, both products are now only available in 180 gram portions, and their prices have increased from $7.50 to $8,” Kennedy said.
“Rocky road fans are now paying 42% more per 100 grams for the tarts than they did last year. Woolworths says the shift to lighter tarts was primarily driven by customer feedback requesting a finer, crispier shell, and that the price increase was due to rising production costs.”
The popular Lindt Christmas Medley Bag also shrunk, from 414 grams in November last year to 390 grams this year, but the price remained the same at $36. The company’s Limited Edition Champagne Gala Box has also shrunk, from 433 grams for $34 in December 2023, to 396g for $36 in November this year
“Aldi’s Kringle & Co single servings of iced Christmas cake have decreased in size from 100g to 90g, with a 10 cent price increase – up to $2.39 from $2.29. When we reached out to Aldi, it said it understands the move will be unpopular, but didn’t explain why the size of the cake had been reduced,” Kennedy said.
CHOICE said they welcomed the government’s plan to combat shrinkflation with the changes to the Unit Pricing Code it proposed in October, but is calling for further action to ensure consumers are aware of products affected by shrinkflation.
“Many supporters have shared with us their frustration around the ongoing presence of shrinkflation in supermarkets. Consumers deserve better visibility when a product has shrunk in size, but its price has stayed the same or increased. Placing labels on shelves to notify people when this happens would help everyone make better-informed decisions while shopping,” Kennedy said.
