You’re paying the same-sometimes more-for less. Sound familiar? You’ve just met shrinkflation.
Fewer chips. Smaller cereal boxes. Thinner soap bars. Same brand, same packaging, same price-but mysteriously smaller products. It’s a sneaky tactic, and it’s happening more than you think. Let’s break it down.
What Is Shrinkflation?
Shrinkflation is when a product gets smaller or worse in quality, but the price stays the same (or even goes up). It’s inflation in disguise.
There are two major types:
1. Quantity Shrinkflation
This is the classic version. You’re getting less product for the same money. Examples:
- 12 oz bag of coffee becomes 10.5 oz
- 3-ply toilet paper rolls lose 20 sheets
- Chocolate bars shrink from 200g to 180g
2. Quality Shrinkflation
The product looks the same, but now it’s cheaper ingredients, thinner materials, or fewer features. Examples:
- Your favorite chips use more air and less potato
- Yogurt with real fruit swaps to artificial flavoring
- Clothing uses a flimsier fabric or fewer stitches
In both cases, companies are hoping you won’t notice-and often, you don’t. Until now.
Common Examples Across Categories
Here’s how shrinkflation typically appears in different product categories:
| Category | Most Affected Products | Research Findings |
|---|---|---|
| Household Paper Products | Toilet paper, paper towels | 60% of products reduced sheet count; 10.3% of price increases due to shrinkflation¹ |
| Food & Snacks | Cereal, candy, chips | 43.8% of breakfast items downsized; median 11% size reduction across categories² |
| Personal Care | Shampoo, toothpaste, soap | 44% of consumers noticed shrinkflation in personal care products³ |
| Beverages | Soft drinks, juices | 41% of consumers noticed downsizing in beverage categories³ |
Why Should You Care?
💸 You’re Paying More Than You Think
Shrinkflation raises the cost per unit-which means your dollar goes less far. Over time, that adds up. You’re not just paying the same price-you’re getting less for it.
🤔 It’s a Transparency Problem
Most brands don’t advertise that they’ve downsized or downgraded. There’s no “Now with 15% less product!” sticker. Shrinkflation is all about quietly cutting corners-and that erodes trust.
🛒 It Skews Your Shopping Habits
You might think you’re comparing two similarly priced products, but one may have quietly shrunk. This can make budgeting harder and distort the value you think you’re getting.
🧾 It’s a Hidden Part of Inflation
While inflation is often measured by price hikes, shrinkflation slips under the radar. It’s harder to track, which means it’s often underreported in official numbers-even though consumers feel it just as much.
How to Spot Shrinkflation
Pay attention to these warning signs:
- Package feels lighter or looks different
- “New and improved” messaging without clear benefits
- Same price but different weight/volume on the label
- Changes in ingredient lists or formulations
- Products that seem to run out faster than before
What You Can Do
- Pay attention to labels. Compare weight, volume, and ingredient lists
- Take photos. Keep proof if you notice something’s changed
- Speak up. Share shrinkflation sightings on platforms like Reddit, Twitter, or right here on The Shrink List
- Hold brands accountable by sharing your findings and choosing alternatives. Vote with your wallet-consider switching to companies that are more transparent
- Calculate unit prices. Always check price per ounce/gram when shopping
How You Can Help
Go to theshrinklist.com/submit and share your own shrinkflation discoveries. We’ll research and document these changes to help build awareness about these industry practices. Together, we can make the invisible visible.
Transparency is power. Awareness is protection.
Have you spotted shrinkflation in the wild? Submit your findings and help us track these changes in real time.
This guide is based on documented industry practices and consumer observations. Individual experiences may vary.
Sources
Studies and Reports
¹ Matt Schulz. “71% of Americans Have Noticed Shrinkflation.” LendingTree, September 30, 2024. https://www.lendingtree.com/credit-cards/study/shrinkflation-report/. Accessed January 30, 2025.
² Youngeun Lee. “Shrinkflation: Evidence on Product Downsizing and Consumer Response.” Kilts Center at Chicago Booth Marketing Data Center, September 25, 2024. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5053745. Accessed January 30, 2025.
³ YouGov Research Team. “When less is not more: Investigating US consumer awareness of shrinkflation.” YouGov Business, April 3, 2023. https://business.yougov.com/content/46409-when-less-is-not-more-investigating-us-consumer-awareness-of-shrinkflation. Accessed January 30, 2025.
⁴ Kari McNair. “Getting less for the same price? Explore how the CPI measures ‘shrinkflation’ and its impact on inflation.” U.S. Bureau of Labor Statistics, January 15, 2024. https://www.bls.gov/opub/btn/volume-12/measuring-shrinkflation-and-its-impact-on-inflation.htm. Accessed January 30, 2025.
News Coverage
Dave Jamieson. “Shrinkflation Is A Big Reason Why Toilet Paper, Snacks More Expensive Now: Study.” HuffPost, March 6, 2024. https://www.huffpost.com/entry/shrinkflation-behind-price-rise-toilet-paper-snacks-study-says_n_65e7c49ee4b0d2a2475b0417. Accessed January 30, 2025.