The monthly cheat pack has been released.
In a move that is often seen in the realm of consumer products, a company has decided to reduce the content while maintaining the same price, a phenomenon known as a "greedy package." This time, the Hamburg Consumer Center (VZHH) has identified the Dove Advanced Care shower gel by Unilever as the offender.
This month, the Dove Advanced Care shower gel has earned the title of "Greedy Package of the Month" from the Hamburg Consumer Center (VZHH). The new product comes in a smaller bottle, containing only 225 milliliters of shower cream, compared to the previous Dove Care shower gel which had 250 milliliters. However, the price of the product has increased substantially. At DM, it now costs 3.45 euros, up from 1.95 euros, and at Rossmann, it is either the same or 3.49 euros, as opposed to the earlier 1.99 euros. Thus, the price has almost doubled due to the combination of volume reduction and price increase.
The list of ingredients for the old and new shower gel is almost the same for most varieties, and the sequence is almost identical. In some cases, only two out of the 29 ingredients have been changed, and they are used in minute quantities.
Trying to Establish Itself in the "Premium Segment"
Unilever, in their statement to the VZHH, explains that Dove Advanced Care is a new product line. They assert:
"(...) The Dove Advanced Care Range comes with a new, much higher-quality and more caring formulation, in a new, innovative bottle design. The bottle design and packaging design, including the formulation-related promotion of new product benefits (e.g. 24-hour lotion-soft skin immediately after showering) is prominently displayed to consumers, making it clear to them that this is a completely new and therefore not comparable product. (...)"
The Consumer Center notes that manufacturers frequently argue that a product is not a successor model but a significantly better product to emphasize this. To make it seem even more new and different, the product is often given a new EAN number. However, these supposed innovations are typically placed on the shelves right next to the original products, making it difficult for customers to notice the hidden price increase. Dove is attempting to position itself in the higher-priced "Premium Segment" with this relaunch, according to the VZHH.
Consumers frequently complain about these hidden price increases, but even if they notice them, it can be challenging. The VZHH provides a platform for consumers to report such instances and names the offending products as the "Greedy Package of the Month" and "Greedy Package of the Year."
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The retail trade sector has been under scrutiny due to the issue of potentially misleading consumers through greedy packages, such as the recent case of Dove Advanced Care shower gel by Unilever. Brands must be transparent about their price changes and product contents to maintain consumer trust. The increasing food prices have led consumers to turn to alternative brands or products, including cheaper confectionery options. A consumer advisor may suggest exploring bulk purchasing or comparing prices at different retail outlets tosave money on staple food items. By monitoring retail trade trends, consumers can make informed decisions and actively advocate for fair pricing policies.
