It’s the moment we’ve all dreaded: that sly, creeping feeling that your favorite products are getting smaller… while your bill keeps climbing ever upward. You’re not losing your mind. Welcome to the sneaky world of shrinkflation—the retailers’ and food manufacturers’ not-so-secret weapon in the battle between rising costs and reluctant consumers.
What on Earth Is Shrinkflation, Anyway?
Shrinkflation, as the name suggests (« shrink » meaning to reduce in English), is the art of reducing the quantity of a product without lowering its price. It’s the miracle recipe professionals in the food industry have been perfecting to discreetly pass on higher raw material costs to you and me—without sending us running for the exits. As Camille Dorioz, campaign leader at Foodwatch, notes, this disguised inflation is extremely tricky to pin down. Catching brands in the act is tough: you have to find the exact same product, in the same store, before and after a change. In the last two years, only two cases of shrinkflation have been clearly identified by Foodwatch. Their secret weapon? Harnessing the power of « name and shame » on social networks.
It’s important to know shrinkflation isn’t illegal—as long as the labelling is clear and correct. The only exception: alcohol, whose concentration per unit is strictly regulated. To avoid nasty surprises, vigilant shoppers now keep an eagle eye on the price per kilogram and pay close attention to packaging changes (a new box is often a clue).
Shrinkflation’s Many Faces: The Product, the Package, and the Cart
Shrinkflation’s genius lies in marketing that waits patiently for a product to be firmly anchored in our shopping habits, before degrading its quality or gradually shrinking quantity, step by step. According to Dorioz, this process can unfold over three to five years, catching buyers off guard as their vigilance wanes.
But how did things get here? In Europe, 90% of consumed products are imported, which means supply chains really matter. According to Arthur Barillas, CEO of Ovrsea, the cost of shipping a 40-foot container from Asia has quadrupled in 18 months to roughly $15,000. Is shrinkflation simply a short-term fix—or a long, slow strategy by the biggest players in the food industry? That debate is far from settled. One thing is certain: temptation is rising, and with slim margins, the line between boosting sales and hiking prices is often wafer-thin (like that chocolate bar you thought was full size).
Neither food industry unions nor brands themselves are particularly chatty on the subject, nor are specialized data analytics firms—often for lack of hard numbers. The phenomenon is notoriously opaque and scientific consensus is elusive. Consider Coca-Cola: since 2017, its net invoice value has hovered between $33 and $37 billion (Statista), hitting a high plateau. The company’s latest trick is betting on fancy glass bottles and sleek aluminum cans—with a reduced capacity (25cl instead of the classic 33cl). Chic packaging, shrunken content. Are you feeling thirsty yet?
The Social Network Showdown
Let’s be honest: consumers aren’t buying the excuses that often come with shrinkflation, and wry complaints are gathering steam across social networks. On Reddit, users document the downsizing of Pringles biscuits and Dove shower bars, among others. Remember September 2020, when shoppers rebelled not over less product, but over too much empty space? Who hasn’t opened a bag of chips, only to find it half full (or half empty, depending on your day)?
Camille Dorioz highlights that shrinkflation can certainly lead to « lots of emptiness, » but not all empty packaging is shrinkflation. Some brands have even tried to justify their practices. When Foodwatch called out a Carrefour cereal box for excess packaging, the retailer responded within two hours and has since downsized its box, recognizing the contradiction between this practice and their corporate social responsibility policy.
What Can We Do? The Price Tag Detective’s Toolbox
So, how do we fight back? Here’s what savvy shoppers and industry observers recommend:
- Compare prices per kilogram, not just per unit. Those small-print numbers are your best friend.
- Be on the lookout for packaging changes—often a giveaway that something else has shrunk.
- Check for products nearing expiration dates; according to a Flashs study, nearly half of French consumers purchase soon-to-expire goods to save money.
- Remember: not all industries play the same game. Alcohol, for example, has tightly regulated concentrations.
There’s also the longer-term vision: bring production back to Europe, reduce transportation, boost employment locally, and take a cue from the more reasonable consumption habits of 40 or 50 years ago.
In Summary: Shrinkflation is here, it’s sneaky, but it can be beat with vigilance—and a dash of skepticism at the checkout. Watch what you’re paying for… and if your favorite snack seems smaller, don’t be afraid to speak up. Your wallet (and possibly your waistline) will thank you.
John Smith is a culinary enthusiast and food blogger who discovered his love for Asian cuisine during his years living in Seoul and Tokyo. With a background in journalism, he brings a storytelling approach to exploring the cultural significance behind every dish. John is passionate about making Asian cooking accessible to home cooks and sharing the vibrant food scenes he encounters in his travels.
