It’s the inflation that no one expects to see. Manufacturers are quietly cutting container sizes without lowering prices across the board, from toilet paper to yogurt and coffee to corn chips. It’s known as “shrinkflation,” and it’s happening all around the world. In the United States, a tiny box of Kleenex now contains 60 tissues, up from 65 just a few months ago. Chobani Flips yogurts have been reduced in size from 5.3 to 4.5 ounces. Nestle reduced the size of its Nescafe Azera Americano coffee tins in the United Kingdom from 100 grams to 90 grams. A bar of Vim dish soap in India has decreased from 155 to 135 grams.
“It comes in waves. We happen to be in a tidal wave at the moment because of inflation,” said Edgar Dworsky, a consumer advocate and former assistant attorney general in Massachusetts who has documented shrinkflation on his Consumer World website for decades. Dworsky began noticing smaller boxes in the cereal aisle last fall, and shrinkflation has ballooned from there.
Shrinkflation isn’t new, experts say. But it proliferates in times of high inflation as companies grapple with rising costs for ingredients, packaging, labour and transportation. Global consumer price inflation was up an estimated 7 per cent in May, a pace that will likely continue through September, according to S and P Global.
He can cite dozens of examples, from Cottonelle Ultra Clean Care toilet paper, which has shrunk from 340 sheets per roll to 312, to Folgers coffee, which downsized its 51-ounce container to 43.5 ounces, but still says it will make up to 400 cups. (Folgers says it’s using a new technology that results in lighter-weight beans.) Dworsky said shrinkflation appeals to manufacturers because they know customers will notice price increases but won’t keep track of net weights or small details, like the number of sheets on a roll of toilet paper.
PepsiCo didn’t respond when asked about Fritos. But it did acknowledge the shrinking of Gatorade bottles. The company recently began phasing out 32-ounce bottles in favour of 28-ounce ones, which are tapered in the middle to make it easier to hold them. The changeover has been in the works for years and isn’t related to the current economic climate, PepsiCo said. But it didn’t respond when asked why the 28-ounce version is more expensive.
Companies can also employ tricks to draw attention away from downsizing, like marking smaller packages with bright new labels that draw shoppers’ eyes. That’s what Fritos did. Bags of Fritos Scoops marked “Party Size” used to be 18 ounces; some are still on sale at a grocery chain in Texas. But almost every other big chain is now advertising “Party Size” Fritos Scoops that are 15.5 ounces — and more expensive.
Likewise, Kimberly-Clark — which makes both Cottonelle and Kleenex — didn’t respond to requests for comment on the reduced package sizes. Proctor and Gamble Co. didn’t respond when asked about Pantene Pro-V Curl Perfection conditioner, which downsized from 12 fluid ounces to 10.4 fluid ounces but still costs USD 3.99. Earth’s Best Organic Sunny Day Snack Bars went from eight bars per box to seven, but the price listed at multiple stores remains USD 3.69.
Hain Celestial Group, the brand’s owner, didn’t respond to an email seeking comment. Some companies are straightforward about the changes. In Japan, snack maker Calbee Inc. announced 10 per cent weight reductions — and 10 per cent price increases — for many of its products in May, including veggie chips and crispy edamame.
The company blamed a sharp rise in the cost of raw materials. Domino’s Pizza announced in January it was shrinking the size of its 10-piece chicken wings to eight pieces for the same USD 7.99 carryout price. Domino’s cited the rising cost of chicken. In India, “down-switching” — another term for shrinkflation — is mostly done in rural areas, where people are poorer and more price sensitive, said Byas Anand. Head of corporate communications for Dabur India, a consumer care and food business. In cities, companies simply jack up prices. “My company has been doing it openly for ages,” Anand said. Some customers who have noticed the downsizing are sharing examples on social media. Others say shrinkflation is causing them to change their shopping habits.
Alex Aspacher does a lot of the grocery shopping and meal planning for his family of four in Haskins, Ohio. He noticed when the one-pound package of sliced Swiss cheese he used to buy shrank to 12 ounces but kept its USD 9.99 price tag. Now, he hunts for deals or buys a block of cheese and slices it himself. Aspacher said he knew prices would rise when he started reading about higher wages for grocery workers. But the speed of the change — and the shrinking packages — have surprised him. “I was prepared for it to a degree, but there hasn’t been a limit to it so far,” Aspacher said. “I hope we find that ceiling pretty soon.” Sometimes the trend can reverse. As inflation eases, competition might force manufacturers to lower their prices or reintroduce larger packages.
But Dworsky says once a product has gotten smaller, it often stays that way. “Upsizing is kind of rare,” he said. Hitendra Chaturvedi, a professor of supply chain management at Arizona State University’s WP Carey School of Business, said he has no doubt many companies are struggling with labour shortages and higher raw material costs. But in some cases, companies’ profits — or sales minus the cost of doing business — are also increasing exponentially, and Chaturvedi finds that troubling. He points to Mondelez International, which took some heat this spring for shrinking the size of its Cadbury Dairy Milk bar in the UK without lowering the price. The company’s operating income climbed 21 per cent in 2021, but fell 15 per cent in the first quarter as cost pressures grew.
By comparison, PepsiCo’s operating profit climbed 11 per cent in 2021 and 128 per cent in the first quarter. “I’m not saying they’re profiteering, but it smells like it,” Chaturvedi said. “Are we using supply constraints as a weapon to make more money?”
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