"Shrinkflation": 5 Grocery Items That Are Secretly Getting Smaller

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Shoppers everywhere are feeling the pinch—not just from rising prices, but from a stealthy tactic known as shrinkflation. This is when brands quietly reduce the size or weight of your favorite products while keeping the price the same, or even raising it. The result? You’re paying more for less, and you might not even notice until your pantry feels emptier than usual.

As an investigative journalist in the grocery aisle, I’ve tracked down five popular items that have recently shrunk in size. Here’s what’s getting smaller, how much you’re losing, and what to watch for on your next shopping trip.

1. Potato Chips: From 7 oz to 5 oz

Photo from Esperanza Doronila on Unsplash

Chips are a classic case of shrinkflation. One brand’s bag recently dropped from 7 ounces to just 5 ounces—without a price cut. That’s nearly 30% less snack for the same cash. The packaging looks almost identical, but the contents are noticeably lighter. Shoppers have noticed, with one commenting, “They think we won’t notice…”1 2.

2. Breakfast Cereals: Smaller Boxes, Same Price

Cereal lovers, beware: both name brands and store brands are downsizing. For example, Coles’ Mighty Grain cereal went from 560g (about 19.75 oz) to 495g (about 17.5 oz), but the price stayed at $4.50. That’s a 12% reduction in product with no savings for you. Woolworths’ Max Charge cereal made a similar move, shrinking from 560g to 495g2 4. Even classic corn flakes are down from 475g to 440g, with prices creeping up2.

3. Ice Cream: Breyers’ New Look, Less Product

Ice cream containers are shrinking, too. Breyers, for instance, reduced its tubs from 1.66 liters to 1.41 liters, but the price remains unchanged. The new packaging is sleeker, but you’re getting about 15% less ice cream per purchase1.

4. Snack-Sized Candy Bars: Packs Lose a Bar

Photo from Erik Mclean on Unsplash

If you’re a fan of snack-size candy bars, check your pack count. Some brands have quietly shifted from a 5-pack to a 4-pack, all while keeping the price the same. That’s a 20% reduction in treats, cleverly concealed by nearly identical packaging1.

5. Biscuits & Cookies: Fewer in Each Pack

Digestive biscuits and other cookies are shrinking worldwide. The iconic McVities Digestives dropped from 400g to 355g per pack, but the price is still $4.40. The Go Ahead “forest fruit” biscuits fell from 218g to 174g, again with no price drop2 4. In the UK, biscuits have been hit the hardest by shrinkflation among all grocery categories4.

Why Is This Happening?

Brands cite rising costs for ingredients, labor, and packaging as reasons for shrinkflation. Instead of raising prices outright, they hope shoppers won’t notice smaller packages. Sometimes, packaging redesigns or “limited editions” are used to mask these changes5 6.

How to Spot Shrinkflation

Compare net weights on old and new packages.
Watch for “new look” or “improved recipe” labels—these often accompany downsizing.
Check price per unit (ounce, gram, or liter) on shelf tags for a true comparison.

Shrinkflation is everywhere, and it’s not just your imagination. Keep a sharp eye on package sizes, and don’t be afraid to call out brands or switch to those offering better value. After all, every ounce counts—especially when it comes to your grocery budget.

Is your favorite product getting smaller? Let us know in the comments!

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