Consumer advocate Edgar Dworsky recently reported that shrinkflation is impacting popular packaged matzo brands just in time for Passover. Specifically, Manischewitz and Yehuda have rolled out smaller four-pound packages of matzo that cost even more than the five-pound packages did just a year ago. This practice of shrinkflation, where packages are downsized without a price cut, is affecting Passover matzo for the first time, resulting in a double whammy for shoppers who are also experiencing price increases at some stores.
Dworsky discovered the smaller matzo packages at his local Stop & Shop store a few weeks before Passover. The new four-pound packs were priced at $5.99, which is one dollar more than the five-pound packages in 2023. Additionally, handmade matzo, only available in specialty shops, is even more expensive, costing up to $30 per pound. Rabbi Chaim Steinmetz of Congregation Kehilath Jeshurun on the Upper East Side mentioned that handmade matzo prices have skyrocketed, with some priced as high as truffles.
Stop & Shop explained that the smaller matzo packages were a result of customer complaints about not using the entire five-pound option, while the price increase was attributed to rising costs of Kosher food supplies. Matzo plays a significant symbolic role during Passover as it represents the unleavened bread the Jews had to eat when fleeing Egypt. Many Passover observers follow a strictly Kosher diet during the holiday and substitute matzo for leavened bread products during this time.
For many Passover observers like 89-year-old Roz Rachlin, matzo is a central part of the holiday traditions. Matzo is used in unique ways, like substituting it for cereal by breaking it into pieces and adding milk. It is also a key element of the Seder, the traditional feast marking the start of Passover. Matzo prices and brands are common topics of discussion among Rabbi Steinmetz’s congregation, and the impact of shrinkflation on Kosher consumers is expected to be noticed as they are usually very attentive to any changes in products.
Despite the potential impact of shrinkflation on Kosher consumers, Rabbi Steinmetz himself admitted that he is not a huge fan of matzo. Matzo prices have been escalating due to a combination of shrinkflation, rising costs of supplies, and the symbolic significance of the product during Passover. The high prices and smaller package sizes for matzo are causing concerns among consumers and could potentially change the way people celebrate the holiday.
