Shrinkflation: what it is and how to spot it in the supermarket
Shrinkflation is when a product gets smaller (grams, millilitres, number of items) but keeps the same price, or drops in price by less than it shrank. In practice it is a hidden price rise. You spot it by comparing the unit price (per kg or per litre) over time.
How to spot it
- Check the weight or volume, not just the pack. It can look the same from the outside.
- Compare the unit price with a few months ago. If it went up and the pack price did not, that is shrinkflation.
- Keep your receipts. Without the old price and size you cannot compare. A photo is enough.
- Count the items in products sold by number (biscuits, pods, rolls).
What you can do
- Compare with other brands or own-label by unit price.
- Buy the size that is cheapest per kg, not the one that looks bigger.
- If you think the information is unclear, contact the brand or a consumer organisation.
Frequently asked questions
Is shrinkflation legal?
Changing the size of a product is not banned in itself, as long as the real quantity is shown correctly on the pack. That is why it is worth always checking the weight and the unit price.
What is skimpflation?
When price and size stay the same but the recipe changes to cheaper ingredients. You spot it by reading the ingredients list.