Paying more for less? What is shrinkflation and why do you need to know about it

Feel like your chocolate bars have got smaller? Unlike when you see your old primary school and it just ‘feels’ smaller, you might not be wrong on this one.

Most people expect prices to rise from time to time, but what is harder to spot is when the price stays the same, but the product gets smaller. This is shrinkflation, and it has become one of the most common ways brands pass on rising costs without changing the number on the shelf label.

Shrinkflation happens when a product reduces in weight, volume or quantity while the price remains unchanged, or rises only slightly. A chocolate bar becomes thinner, a bag of crisps holds more air than snack, you can suddenly wear your toilet roll tube as a gauntlet

Because the headline price looks familiar, many shoppers do not notice straight away – and sometimes they’re masked by BOGOF and Clubcard price deals to further bamboozle you. Over time though, you end up paying more per gram, per litre or per use, even if your receipt looks similar to last year.

Why companies use shrinkflation

Food, energy, transport and packaging costs have all risen sharply in recent years and brands face a choice; They can raise prices directly and risk losing customers, or they can quietly reduce portion sizes and hope shoppers do not notice.

For many companies, shrinking the product feels like the less risky option. Supermarket shelves are competitive spaces, and price labels are powerful psychological anchors.

A familiar £1 item is more appealing than a new £1.20 version, even if the £1 product now contains less.

How shrinkflation shows up in everyday shopping

Shrinkflation is not limited to treats and snacks. It appears across household essentials too. Common examples include:

• Multipacks with fewer items inside
• Toilet rolls with fewer sheets
• Cleaning products that need more per use
• Ready meals with smaller portions
• Pet food tins reduced by a few grams

Individually, these changes seem small but over a month of shopping, they quietly increase your cost of living.

How to spot Shrinkflation

The simplest defence against shrinkflation is to check the unit price on shelf labels. Supermarkets list a price per 100g, per litre or per item and this reveals whether a product is genuinely cheaper, or just smaller.

It also makes for easier comparison when you’re trying to work out which product is better or whether to shift up or down to the next brand.

It also helps to compare pack sizes over time. If your regular cereal box suddenly feels lighter, check the weight printed on the side. Many reductions are only 5 to 10 percent, which is easy to miss.

Buying larger formats can sometimes reduce the impact, as family size or bulk packs are less frequently shrunk. Store own brand products can also offer clearer value, as they tend to change size less often than branded goods, although be aware of ‘cheapflation’ on the budget ranges.

Why it matters for your budget

Shrinkflation makes budgeting harder because your usual shopping list no longer lasts as long. You buy the same products, spend a similar amount, but need to restock sooner.

Over a year, this can add hundreds of pounds to grocery spending without a single dramatic price rise appearing on your bank statement.

Being aware of shrinkflation helps you make small adjustments that protect your budget. Switching brands, comparing unit prices, or changing shopping habits can all soften the impact.

The bigger picture

Shrinkflation is unlikely to disappear. As long as businesses face cost pressures and consumers resist overt price rises, reducing pack sizes will remain a tempting strategy.

The key is not to feel tricked, but to shop with information. Once you know what to look for, shrinkflation becomes easier to spot and easier to manage.