What is Shrinkflation?

We all know the concept of inflation — when you pay more for the same item. But have you heard of shrinkflation? Shrinkflation is when you pay the same price (or more) for an item that’s shrunk in size. 

For example, maybe your go-to bottle of orange juice looks the same but also feels slightly different somehow? You can’t quite put your finger on it until you pull the old container out of the recycling bin and notice the new OJ bottle is six ounces smaller than the old one (even though the price is the same). 

Shrinkflation happens when brands choose to quietly shave ounces, sheets, or scoops off products in an effort to save money. And it shows up in sneaky ways. 

Here’s why shrinkflation happens, and what you can do about it.

Why does shrinkflation happen?

When inflation starts getting out of control, companies have two choices: they can either raise prices and face a backlash from angry shoppers. Or, they can give you less product and hope you don’t notice. 

Most companies choose the second option. 

But here’s the kicker: companies don’t usually disclose when they shrink a product. Instead, they’ll redesign the packaging with a “new look, same great taste!” label, tweak the shape, or use extra air in the bag. 

In the past couple of years alone, there has been an uproar from consumers as Folgers coffee has dropped in ounces, Pedigree dog food bags have gotten smaller, and Simply Orange juice bottles have slimmed up. 

None of it sounds huge (until you multiply those micro-cuts across every grocery trip). And when you’re trying to stretch your budget during times of inflation, it can set you back.

How to spot the shrink

Companies intentionally try to be sneaky with shrinkflation. They don’t want you to notice. But here are a few tricks you can use to spot smaller products at the grocery store: 

1. Look at an item’s net weight

Especially for items you always buy, pay attention to the size you’re purchasing. Is the bag of chips always 7.5 ounces, but now it’s 5? Is your 10-pack of oatmeal now an eight-pack (even though it’s in the same size box)? The more familiar you become with the size of items you buy often, the more likely you are to spot when they’ve quietly shrunk. 

2. Be suspicious of “new look” packaging

Phrases like “new look, same great taste” can be a marketing ploy used to distract you from the truth that an item has shrunk. This isn’t always the case (sometimes companies truly do redesign packaging and keep everything else the same). But also, sometimes those phrases can be code for “smaller size, same price.” 

3. Keep receipts or use your store app.

Many store apps — like Target Circle, Walmart.com, Amazon Fresh or Kroger Rewards — let you view past purchases. You can dig back through your purchase history to see if an item’s weight, count, or price has changed over time.

4. Use your phone as your memory

If you buy the same staples often (toilet paper, coffee, cereal), snap a quick photo of the product on the shelf like this: 

That way, you have a digital record of the net weight and price at one point in time. If you grow suspicious that the bottle of cold brew you usually buy might be smaller (or that the price has gone up), you suddenly have proof. 

The impact on your wallet

USDA.gov reports that food prices increased by 9.9% in 2022 (the fastest increase since 1979). Then, food prices went on to increase by 5.8% in 2023, 2.3% in 2024, and 3.0% in 2025. Shrinkflation quietly compounds these increases by giving you less per purchase, forcing you to restock more often and spend more over time.

And because most of us shop on autopilot, we don’t always catch it. You just notice your groceries don’t stretch as far, or you’re making extra trips to the store sooner than usual.

Over time, shrinkflation (combined with rising interest rates and an economic recession) quietly chips away at your budget. You can do everything “right,” avoid major financial mistakes, and still feel like you’re living paycheck to paycheck — all because you’re paying the same price (or more) for less. 

Strategies for the smart consumer

Ultimately, the more mindful and adaptable you are, the less power shrinkflation has to erode your budget. Here are a few tips for managing your money wisely, even at the grocery store: 

Switch from brand loyalty to value loyalty

Before you reach for your usual brand, pause for two seconds. Is it the same size you remember? Are there cheaper options per ounce right next to it? That tiny moment of awareness is your best defense.

For example, if Brand A is $4.99 and Brand B is $5.29, but Brand B has 25% more product, then Brand B is actually the better deal. This is why it pays to be value-loyal instead of brand-loyal. 

Try swapping one or two brand-name staples to generic-brand alternatives this week (whether it’s paper towels, cereal, or coffee) and see if you actually notice a difference.

Buy in bulk only when it truly saves you

Costco runs are great, but not every giant pack is a deal. Divide the total cost by the number of items or ounces before you commit to a 24-pack of anything. And make sure you’ll actually use up all of the item before it expires.

Make noise when you catch it

Shrinkflation stays quiet because most people do, too. If you notice a brand cutting corners, post a photo, tag them online, or send feedback through their site. Companies do pay attention, and viral callouts have been known to reverse size cuts before, like when Pepsico started adding 20% more chips to bags of Tostitos and Ruffles after customers called them out for shrinkflation.

Shrinkflation: The bottom line

Shrinkflation isn’t something you can avoid entirely. But knowing it’s happening helps you shop with clearer eyes. The more aware you are of shrinking sizes and shifting prices, the better you can adapt your habits and make choices that actually serve your budget.