What Is Shrinkflation? How to Spot It and Compare Unit Prices

Shrinkflation is when a product gets smaller but the price stays the same, or drops by less than the size did. A bag of chips loses a few ounces, a roll of paper towels loses sheets, a jar of coffee gets lighter, and the shelf price barely moves. You pay more per ounce without noticing.

It is not the biggest reason prices have risen, but it is one of the sneakiest, because the packaging rarely tells you. This guide shows how to spot it and, more usefully, how to compare prices so it does not matter.

How common is shrinkflation?

A US Government Accountability Office review of shrinkflation found that, from 2021 to 2023, downsizing affected a small share of products in the categories it studied, under 5%, and contributed only a little to overall inflation. But for the products that did shrink, the per-unit price increase was significant. Paper products were among the most affected, and per-unit increases ranged from about 12% for paper towels to about 32% for coffee.

In other words, shrinkflation is not everywhere, but when it hits something you buy every week, it adds up.

Where it shows up most

• Paper products: fewer sheets per roll, smaller rolls, narrower sheets.
• Snacks: chips, cookies, crackers and candy with fewer ounces in a similar-looking bag or box.
• Coffee and drinks: lighter bags and cans, smaller bottles.
• Cleaning and personal care: smaller bottles of detergent, soap, shampoo and toothpaste, sometimes with "concentrated" formulas.
• Ice cream and frozen foods: cartons that hold less, often with the same footprint.

Watch for redesigned packaging, "new look" labels and changed bottle shapes. A packaging change is a common moment for a size change.

The fix: compare unit price, not shelf price

The unit price is the price per ounce, per count, per sheet or per load. It is the only fair way to compare products of different sizes, and it automatically catches shrinkflation, because a smaller package at the same price has a higher unit price.

Most US grocery stores show a unit price on the shelf tag, usually in smaller print. A few things to watch for:

• Check that the units match. One product might be priced per ounce and another per count. Compare like with like.
• Use the right measure for the product. For paper towels, compare price per sheet or per square foot, not per roll, since "mega" and "double" rolls are not standard. For detergent, compare price per load.
• Do the math when there is no tag. Divide the price by the quantity. Your phone calculator is fine.

Bigger is not always cheaper

Unit pricing often shows that larger packages are cheaper per unit, but not always. Sale prices on smaller sizes, multi-buy deals and store brands can beat a bulk pack. Warehouse clubs are often cheaper on staples, but not on everything, which is covered in are warehouse clubs actually cheaper.

Also consider waste. A huge pack is only cheaper if you use it before it expires.

Other ways to beat shrinkflation

Try the store brand. Store brands are often cheaper per unit, and many are made to similar standards.

Track the products you buy most. If a regular product shrinks, switch brands or sizes. The ones you buy every week matter most.

Stock up on non-perishables when they are on real sale. Paper goods, detergent and canned goods keep well. Just make sure the sale price is real, as covered in how to tell if a deal is actually a deal.

Scanning a product with Priced works out the unit price and compares it across stores and sizes, which takes the mental math out of the aisle.

Common questions

What is shrinkflation?

Shrinkflation is when a product's size or quantity is reduced while its price stays the same or falls by less. You end up paying more per unit, usually without the packaging making the change obvious.

What products have shrinkflation?

It is most common in paper products like toilet paper and paper towels, snacks, coffee, drinks, cleaning products, personal care items and frozen foods. Not every product is affected, but the ones that are often see significant per-unit increases.

How do I compare unit prices?

Look for the unit price on the shelf tag, which shows the price per ounce, count, sheet or load. Make sure you are comparing the same unit across products. If there is no tag, divide the price by the quantity.

Is buying in bulk always cheaper?

No. Bulk sizes are often cheaper per unit, but sales on smaller sizes, store brands and multi-buy deals can beat them. Bulk is also only cheaper if you use it all before it goes bad.