When my mom used to go to the store, she always brought me and my siblings along with her. We would enthusiastically run through the aisles, begging for our favorite snacks, tossing them into the cart without a second thought. Back then, a bag of chips or any of your favorite snacks felt like treasure and exactly what I expected.
But recently, I went to the store and picked up the same chip bag I’ve always bought. The price was the same, or it might have been a little higher. It wasn’t until I got home that I realized something was off. The packaging looked identical, but when I opened it, there was noticeably less. The chips barely filled the bag, it was more air than chips. It was a frustrating experience and realization: I was paying the same price for less.
If you’ve ever experienced this, congratulations, you’ve been a victim of shrinkflation: the sneaky practice in which companies quietly reduce product sizes while keeping prices the same. At first glance, it may seem like a small issue, but shrinkflation is a discreet way inflation raises costs for consumers without them noticing, slowly ruining purchasing power without most people even realizing it, meaning people have to spend more money to get the same amount of goods they once did.
Shrinkflation is super frustrating in the manner that it operates under the radar. Unlike a direct price hike, which is obvious to customers, shrinkflation subtly decreases the amount of product without changing the price, making it harder to detect. This means that people are spending the same amount of money but getting less in return, a clear disadvantage for the everyday shopper. For example, Frito-lay reduced the weight of a bag of Doritos from 9.75 ounces to 9.25 ounces, meaning customers are now getting about five fewer chips per bag while paying the same price.
This doesn’t only apply to grocery stores, restaurants have joined in on the trend too. Have you noticed that your Chipotle burrito seems a little less stuffed lately? You’re not imagining things. Many customers have noticed and called out Chipotle for reducing portions while keeping the price the exact same, a move that leaves many burrito lovers feeling cheated. Fast-food chains like McDonald’s and Burger King have been called out for shrinking portions, from burger patties to fries in the cartons. Pretty soon, we’ll be ordering a Big Mac and getting a “Medium Mac.”
According to the Bureau of Labor Statistics (BLS), shrinkflation is becoming increasingly common, particularly in groceries and household goods. As a result, consumers may not catch that they’re getting less for their money. The report done by BLS highlights that many staple items including breakfast cereals, toilet paper and snack foods have undergone noticeable reductions in size in the past years.
One of the biggest impacts of shrinkflation is its impact on consumer trust. Many shoppers feel deceived, including me, when they realize they’re getting less product than before, and this can lead to frustration with brands.
For example, the case of the cereal boxes shrinking while the price again, stays the exact same, as highlighted by the New York Times. The NYT reported that famously well-known brands like General Mill and Kellogg’s have quietly reduced the weight while keeping the packaging the exact same. It’s like playing a game of “Spot the Difference,” except the twist is that the only prize is disappointment.
CBS news also reports that shrinkflation isn’t just taking over groceries, but extends to everyday household goods like detergent, paper towels, and even candy bars. Brands such as Bounty and Charmin have been accused of reducing product sizes while keeping the price the same.
Mondelez International, the maker of Toblerone, reduced the size of its well-known chocolate bars by increasing the gaps between the peaks, sparking customer controversies. Nothing says, “Happy Holidays,” like realizing your favorite chocolate mountain range has been hit by an earthquake.
Many snack companies have also joined the practice. Frito-Lay has decreased the weight of Doritos bags, and PepsiCo has reduced the volume of Gatorade bottles. Meanwhile, popular candy bars like Hershey’s have also been downsized, with Reese’s Peanut Butter Cups becoming smaller and smaller in weight over time.
Some may argue shrinkflation is necessary for businesses to remain profitable. With the rising costs of raw materials, labor and shipping, companies claim that reducing product sizes is a way to maintain affordability without shocking consumers with outright price hikes.
The New York Times quotes industry experts who explain that shrinkflation lets businesses offset supply chain disruptions and increased production costs without driving away price-conscious shoppers. Furthermore, some consumers may even prefer smaller portions for health or convenience reasons.
Companies may try to justify shrinkflation and its practice, but the reality is clear, it’s nothing more than a hidden tax on consumers. It forces us to pay more for less while they quietly protect their bottom line. Instead of being transparent about price adjustments, companies implement a tactic that takes advantage of customer habits. It’s like trying to convince someone that their pizza is the same size after quietly removing a few slices.
Most people don’t check weight labels or compare past product sizes, making it easier for brands to slip in reductions without people noticing. CBS News reported that companies like Procter & Gamble and Mondelez International have employed shrinkflation tactics to keep profit margins steady while avoiding direct consumer criticism.
At first, these small reductions might seem insignificant, an ounce less here, a few fewer sheets of paper towels there. Over time, as more and more products shrink while prices stay the same or rise, the impact adds up in the long run. Consumers end up purchasing much more frequently to account for the difference, unknowingly spending more than they used to. As this pattern continues, household expenses gradually increase, contributing to a higher cost of living. All of this happens so quietly that many people don’t even realize the financial strain until it’s too late.
So what can consumers like you do about it? Awareness is key. Shoppers should keep an eye out for product sizes, weights, and unit prices rather than just looking at the overall cost. If all else fails, we could just start bringing our own personalized kitchen scales to the grocery store.
The best way to fight shrinkflation is by staying informed.–checking price-per-ounce metrics, choosing bulk purchases when possible, and supporting transparent brands. Calling out brands that engage in this can force them to rethink their approach. Businesses will always look out for their bottom line, but that doesn’t mean we should let them take advantage of us. By being aware, we can push back shrinkflation and demand the value we deserve. At the end of the day, if we’re paying full price, we deserve a full bag of chips, not just half a bag of air.
