Sod Fabric Softener Shrinks Volume by 5.5% While Prices Remain Steady
Israeli shoppers face a hidden price hike as Sod fabric softener reduces bottle volume by 5.5% to 850 milliliters without lowering prices, reflecting broader shrinkflation trends.
Israeli consumers are facing a new wave of shrinkflation as manufacturers reduce product volumes while keeping prices unchanged. The latest example involves the popular Sod concentrated fabric softener, whose volume has been reduced by 50 milliliters to 850 milliliters, representing a 5.5% decrease.
A market survey reveals that retail prices have remained steady despite the smaller packaging. At Super-Pharm, for instance, both the old 900-milliliter bottle and the new 850-milliliter version are retailed at 16.90 NIS. While the previous price equated to 1.87 NIS per 100 milliliters, the reduced size effectively costs 1.98 NIS per 100 milliliters, marking a hidden price hike of approximately 6%.
Data from the Prices comparison app confirms that prices at major retail chains such as Yochananof and Rami Levy remained at 11.90 NIS across June and October 2025, with no downward adjustment following the volume reduction. Industry analysts note that visual deception on supermarket shelves makes it difficult for shoppers to spot differences, as bottles of varying capacities are designed to look identical.
Henkel, the international parent company, stated that the product was launched with a new packaging size and an improved, innovative formula. The company emphasized that retail pricing is determined entirely by supermarket chains and that the volume change is clearly indicated on the front of the packaging.
