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Hey, Who Shrank My Cereal?

Many companies are making their products smaller but charging the same price—or even more—and hoping you won’t notice.

April 29, 2024
By Rebecca Zissou

As You Read, Think About: What are some ways companies try to hide shrinkflation?

Look closely at your favorite snacks. You may not have noticed, but there’s a good chance that your bag of chips isn’t nearly as full as one you bought last year. Your cereal box may have gotten smaller too. And that giant-sized candy bar? It may not be as giant as it once was. 

These are all examples of what’s known as shrinkflation. The term is a combination of the words shrink and inflation. Inflation is the increase in the price of goods and services over time. Shrinkflation is different. It’s when a company shrinks the size of its products but charges the same price—or even more. 

Shrinkflation is nothing new. In fact, it has been happening for decades. But it’s been in the news a lot lately. Last month, Cookie Monster even took to social media to complain about it. 

“Me hate shrinkflation!” he posted. “Me cookies are getting smaller.” 

Cookie Monster isn’t alone in being frustrated. After all, many people say shrinkflation is sneaky.

“You’re getting less for the same money, so it’s the same as a price increase,” says Edgar Dworsky. He’s an advocate for consumers who’s been tracking shrinkflation for more than 30 years.

Experts say there are ways to ensure that you’re getting the best deal at the grocery store.

Revierfoto/picture alliance via Getty Images (Cookie Monster); via X (social media post)

Cutting Costs

Shrinkflation is common in all kinds of products, from orange juice and yogurt to toilet paper and tissues. Companies may decide to shrink a product when the cost of making it increases—for example, if a key ingredient becomes more expensive. (Think sugar in cookies or milk in ice cream.) Dworsky says most shoppers are more concerned with the price of an item than the size of the package.

“They’re likely to notice if the candy bar went from a dollar to a dollar and a quarter but less likely to notice if the size got a little smaller,” he explains.

Companies may make subtle changes to packaging so it’s hard to tell you’re getting less. For example, on a store shelf, two peanut butter jars may appear to be the same size. But if you turn one over, you might see that it’s indented at the bottom—so there’s less peanut butter inside. And a shorter cereal box may be easy to spot on a shelf, so companies sometimes make them thinner instead. 

Companies might also try to hide shrinkflation with clever messaging. The maker of a sports drink, for example, may promote a skinnier bottle as easier to hold. 

Matt Rourke/AP Images

Be a Smart Shopper 

There isn’t a lot consumers can do about shrinkflation. But being a smart shopper can help you get the most for your money. For one thing, experts say, pay attention to the unit price when comparing products (see “How to Spot the Best Deal”). 

Also, Dworsky suggests that families get familiar with the sizes of the items they buy often. Do you know how many ounces are in your bottle of shampoo? What about the number of paper towels in a roll or granola bars in each box? If you know that information, you’ll be more likely to notice if the amount inside changes. Then you may decide to buy a brand that’s a better value. 

In the end, Dworsky says, the best thing shoppers can do is keep an eye on the small details. 

“Look at the numbers,” he explains. “Pay attention to the fine print on the package.”

How to Spot the Best Deal

You’ve probably seen the same product on store shelves but in different sizes. How can you tell which is the better value? Look at the unit price! 

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Unit price is the cost per ounce. $5 ÷ 10 oz. = 50¢ 

Left Bag:

Unit Price: 50¢ per oz.

You Pay: $5.00


Right Bag:

Unit Price: 40¢ per oz.

You Pay: $6.00

Even though the bag on the right costs more, it’s the better value.

1. Based on the article, why might a company be more likely to shrink the size of a product than to charge more for it?

2. What are some ways companies might try to hide shrinkflation?

3. What advice do experts have for dealing with shrinkflation?

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