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Here's an example. 5 years ago you could get a big bag of either Kettle Chips or Tyrell's for £1. I used to keep an eye on them and one or other was always on offer at that price. Now when they're on offer it's at £1.75, never any lower ever. That's a 75% increase in 5 years way above 4% pa.
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This is a good article (from the US) that helps to explain the discrepancy between that official rate and all of our lived everyday experience. Gift link!
Some manufacturers use a trick to hide inflation: they make the pack smaller. So the product stays the same price (and thus masks inflation) but the cost per volume/weight increases. They then introduce a new, bigger pack (giving it a different name, eg, ‘family size’) and phase out the smallest.