Shrinkflation: Definition, Impact, and Strategies


Shrinkflation is a pricing strategy where companies reduce the size of a product while maintaining its price. This practice impacts consumers and businesses, and this article explores its definition, reasons, and its effect on consumers.


Shrinkflation, a term coined by British economist Pippa Malmgren, is a cunning pricing strategy employed by companies to combat rising production costs or maintain market competitiveness. It involves reducing the size or quantity of a product while keeping its price intact. This article delves into the concept of shrinkflation, its reasons, and the impact it has on consumers and businesses.

Understanding shrinkflation

Shrinkflation is a fusion of two words: “shrink” and “inflation.” It signifies the reduction in product size (shrink) while maintaining or increasing the product’s price (inflation). Companies use this tactic to manage profitability in the face of various challenges.

Reasons for shrinkflation

Shrinkflation is often employed for the following reasons:

1. Production costs

Rising production costs, including raw materials and labor, can significantly impact a company’s profit margins. To avoid raising prices, companies opt for shrinkflation by slightly reducing product size while keeping prices stable.

2. Market competition

In competitive industries, increasing prices can lead to customers switching to rival brands. Shrinkflation allows companies to boost profitability while keeping their products competitively priced.

Drawbacks of shrinkflation

Shrinkflation can have negative consequences:

1. Consumer trust

If consumers notice product size reductions, it can erode trust and confidence in the brand, potentially leading to a loss of customers.

2. Measurement challenges

Shrinkflation makes it challenging to accurately measure price changes or inflation, as the product size is a crucial factor in assessing the overall impact on consumers.

How to notice and avoid shrinkflation

Consumers can take steps to identify and mitigate the effects of shrinkflation:

1. Check packaging

Look for redesigns or new slogans on packaging, which may indicate a product size change.

2. Price per unit

Compare the price per unit to identify changes, even though it may be challenging to remember the previous price per unit.

3. Competing brands

Consider buying competing brands that have not downsized their products, offering better value for your money.

4. Store brands

Opt for store brands, as they are generally cheaper than name brands, and their sizes may not be subject to shrinkflation.

Pros and cons

Weigh the risks and benefits

Here is a list of the benefits and drawbacks of shrinkflation to consider.

  • Cost management: Shrinkflation allows companies to manage rising production costs without increasing prices.
  • Competitive pricing: It enables businesses to remain competitive in price-sensitive markets.
  • Preserves profit margins: By reducing product size, companies can maintain their profit margins and financial stability.
  • Consumer adaptation: Consumers may adapt to changes by exploring alternative brands or larger quantity purchases.
  • Market innovation: Companies may use shrinkflation as a strategy for product innovation and cost management.
  • Consumer trust erosion: Shrinkflation can erode consumer trust and brand loyalty when they notice size reductions.
  • Challenges in price comparison: Consumers may find it challenging to compare prices due to changing product sizes.
  • Measurement issues: Shrinkflation complicates the measurement of price changes and inflation in the market.
  • Consumer confusion: Customers may become confused about the actual value of products due to size reductions.
  • Potential regulatory scrutiny: Regulatory authorities may scrutinize companies for deceptive pricing practices.

Real-world examples

Shrinkflation has been observed in various industries. For example, an increase in cocoa costs led Mars Inc. to reduce the size of products like Maltesers, M&Ms, and Minstrels in the UK by 15% in 2017. In 2021, Walkers removed two bags of crisps from its 24-pack while maintaining the same price.

Effects on consumer behavior

Consumer behavior is influenced by shrinkflation. When consumers notice that they are getting less for the same price, it can impact their brand perception and affect their intention to repurchase the product. The subtle nature of shrinkflation can lead to static or declining unit sales volume over time.

Variability across industries

The effectiveness of shrinkflation as a pricing strategy varies across different types of goods and markets. Some industries are more sensitive to changes in product size than others, making it more challenging for companies to implement this strategy successfully.

Impact on the consumer price index (CPI)

Shrinkflation affects the Consumer Price Index (CPI), which measures changes in the cost of living for a nation. While prices may appear stable, shrinkflation can lead to higher hidden inflation and challenges in accurately measuring economic trends.

Consumer reactions and coping strategies

Consumers often respond to shrinkflation in different ways. Some may feel deceived, while others adapt to the changes. It’s essential to understand how consumers react and what coping strategies they employ to deal with this pricing tactic.

Consumer perception

Consumer perception of shrinkflation can vary depending on their awareness. Those who notice the changes may feel that they are getting less for their money and may become more cautious about the brands they choose.

Coping strategies

Consumers have several coping strategies at their disposal. They may actively compare prices and sizes, opt for larger quantities when available, or explore alternative brands or store brands that provide better value for their budget.

Regulatory oversight

Government agencies and consumer protection organizations often monitor shrinkflation to ensure fair trade practices. Regulatory oversight aims to protect consumers from deceptive pricing strategies and to maintain price transparency in the market.


Shrinkflation is a pricing strategy that impacts consumers and businesses alike. While it allows companies to manage production costs and maintain competitiveness, it can erode consumer trust and create challenges in measuring price changes. Recognizing shrinkflation and making informed buying choices can help consumers navigate this pricing tactic effectively.

Frequently asked Questions

What are the main industries that commonly use shrinkflation?

Shrinkflation is most prevalent in industries like food and beverages, but it can also be observed in products like household items and personal care products.

How do consumers typically react when they notice shrinkflation?

Consumer reactions vary, but when they notice shrinkflation, some may feel deceived and become more cautious about their brand choices, while others adapt by exploring alternative brands or buying larger quantities.

Does regulatory oversight play a role in monitoring shrinkflation?

Yes, government agencies and consumer protection organizations often monitor shrinkflation to ensure fair trade practices and maintain price transparency in the market.

Are there any legal requirements for companies to disclose shrinkflation?

In many regions, there are no specific legal requirements for companies to disclose shrinkflation. However, companies are expected to maintain transparency in their pricing practices and follow consumer protection regulations.

Can shrinkflation have long-term effects on a company’s brand reputation?

Yes, if consumers consistently notice shrinkflation in a brand’s products, it can erode trust and brand loyalty over time, potentially impacting the company’s reputation and sales.

Key takeaways

  • Shrinkflation is a strategy where companies reduce product size while maintaining the price.
  • It is often used to manage rising production costs or remain competitive in the market.
  • Consumers can identify shrinkflation by checking packaging and comparing price per unit.
  • Shrinkflation can affect the Consumer Price Index (CPI) and make inflation measurement challenging.
View Article Sources
  1. Downsizing / Shrinkflation – Mouse Print
  2. shrinkflation Archives – Marketplace
  3. ‘Shrinkflation’ accelerates globally as manufacturers shrink – NPR
  4. Supermarket Shrinkflation — Same Price, Less Product – AARP