Manufacturers are quietly shrinking packages without lowering prices. It’s dubbed “shrinkflation,” and it’s accelerating worldwide. In the U.S., a small box of Kleenex now has 5 fewer tissues. In the U.K., Nestle shaved 10 grams off coffee tins.
Bottles of Gatorade are pictured, left, a 32 fluid ounce and 28 fluid ounce, in Glenside, Pa., Monday, June 6, 2022. From toilet paper to yogurt and coffee to corn chips, manufacturers are quietly shrinking package sizes without lowering prices. It’s dubbed “shrinkflation,” and it’s accelerating worldwide.
“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.
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 favor 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.
Domino’s Pizza announced in January it was shrinking the size of its 10-piece chicken wings to eight pieces for the same $7.99 carryout price. Domino’s cited the rising cost of chicken. “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.”
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