Shrinkflation
In 2025, Americans finally saw a bit of relief from the soaring inflation rates that plagued household budgets for the past three years. Gas prices have moderated, interest rates are stabilizing, and the Consumer Price Index has shown modest improvements. But as inflation cools, a stealthy and frustrating trend has quietly crept back into grocery stores nationwide: shrinkflation.
Shrinkflation — the practice of reducing the size or quantity of a product while keeping its price the same or even raising it — is once again reshaping the way people shop and how much they get for their money.
And this time, consumers are paying closer attention.
Smaller Packages, Same Price
“I picked up a bag of chips the other day and thought I had grabbed a snack-size version by accident,” said Linda Ramirez, a mother of two in Phoenix. “Then I looked closely — it was the regular family-size bag, just a lot less full.”
She’s not imagining things.
Multiple brands have quietly shrunk their product sizes in recent months. A few examples include:
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General Mills’ cereals: Boxes of Cheerios and Cinnamon Toast Crunch that once held 19.3 ounces now hold 18.1 ounces — a decrease of over 6%.
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Gatorade bottles: Once a standard 32 ounces, many are now 28 ounces, while maintaining their $1.99–$2.49 price point.
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Charmin toilet paper: Packages that used to contain 264 sheets per roll now offer just 244 sheets — and some rolls marketed as “Mega” are simply smaller than in previous years.
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Tillamook cheese: The 2-pound block quietly became a 1.5-pound block in early 2025 without a corresponding price drop.
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Doritos: A standard bag has dropped from 9.75 ounces to 9.25 ounces — a small reduction, but repeated across millions of bags, it adds up significantly for the company.
Why Shrinkflation Is Back
Economists say the resurgence of shrinkflation is part of a strategy by consumer goods companies to protect profit margins in a post-inflationary but still cost-sensitive environment.
“Companies are facing higher costs across the board — labor, packaging, transportation, and raw materials,” explained Joseph Malden, a consumer economics professor at Ohio State University. “But now that consumers are pushing back against higher prices, companies are looking for more subtle ways to pass those costs on. Shrinking the product lets them avoid raising prices too blatantly.”
And while it may seem like a consumer deception, it’s entirely legal — as long as the net weight or unit count is displayed clearly on the packaging. Still, many shoppers don’t notice the change until they’ve already made the purchase or used the product.
The Psychological Game
Shrinkflation is not new — it was heavily documented in the 1970s and again during the 2008 financial crisis. But today’s consumers are savvier and more vocal. Social media platforms are flooded with photos of downsized snacks, paper goods, and frozen meals. One Reddit thread titled “Shrinkflation Hall of Shame” has amassed over 500,000 followers who post before-and-after comparisons and call out brands by name.
Experts say the strategy preys on a simple psychological principle: most shoppers buy by price, not by weight.
“When you walk into a store and see that your favorite granola bars are still $4.99, you assume the deal hasn’t changed,” said Malden. “But now there are only 5 bars instead of 6.”
What’s Being Done?
Lawmakers have begun to take notice. Senator Elizabeth Warren (D-MA) called shrinkflation “a hidden tax on working families” and has proposed a bill requiring manufacturers to disclose size reductions on the front of the package for 12 months after changes.
Meanwhile, the Federal Trade Commission has said it is “monitoring deceptive packaging practices” but has not announced any formal investigations.
In Europe, some countries like France have already enacted stricter labeling laws requiring manufacturers to display “quantity change alerts” for altered products — a move consumer advocates in the U.S. would like to see mirrored.
Consumers Fighting Back
Until regulation catches up, shoppers are relying on their own tools.
Apps like Trollee and PricePerUnit Pro help users scan barcodes and compare per-ounce or per-unit pricing to uncover true value. Bulk buying clubs like Costco and Sam’s Club are seeing a rise in membership as consumers try to stretch their dollars. Some shoppers are even shifting to private-label brands, which have so far resisted the shrinkflation trend more than name brands.
“I don’t have the luxury to ignore this,” said Anthony Davis, a single father in Chicago. “I’ve got two kids, and my grocery bill keeps climbing, even when I buy the same stuff. Now I read every label, every ounce.”
The Bottom Line
As 2025 unfolds, Americans are adjusting to yet another economic reality: less product for the same — or more — money. While inflation may be slowing, shrinkflation is a stark reminder that the cost of living remains high in hidden and sometimes overlooked ways.
For now, it seems the only way to protect your wallet is to stay informed, shop smart, and keep your eyes open. The bag might look the same, but what’s inside tells a different story.
