How to outsmart shrinkflation

You pop your favourite chocolate bar into your shopping basket. It’s the same packaging, same price… but wait, it feels a little lighter.

You’re not imagining things. Welcome to shrinkflation, where your favourite snacks are shrinking but the price isn’t.

Here’s how you can stay one step ahead.

What exactly is shrinkflation?

Shrinkflation happens when a product quietly gets smaller, fewer grams or fewer pieces, even though the price may stay the same.

Manufacturers use shrinkflation to cope with rising costs and maintain profit margins because it’s less immediately obvious and off-putting than a price increase.

And it's everywhere - from sweets to crisps, biscuits to chocolate bars.

Some shrinkflation offenders

Here’s a look at some classic products that have recently shrunk without warning.

Other sneaky tricks to watch out for

Shrinkflation isn’t just about weight, brands use a few optical illusions too.

Crisps full of air

Ever opened a bag of crisps and thought: “Where are the actual crisps?”
You’re not crazy, it’s called ‘slack fill’, and it’s a trick to make it look like you’re getting more than you are.

Toblerone’s triangle trouble

Remember when Toblerone increased the spacing between their triangle chunks in 2016? Shoppers weren’t impressed. The backlash was so strong, in fact, that a couple of years later, they went back to the old shape.

Fewer cookies, same packet

Some cookie brands, including Oreo and Chips Ahoy!, have quietly reduced the number of cookies per pack. The pack looks the same, until you count what's inside.

How to outsmart shrinkflation

Shrinkflation can be subtle, but with a few simple strategies, you can avoid getting less for your money.

Check the weight or quantity

Take note of the net weight (g/ml) or number of items per pack in the products you’re buying. Small changes can go unnoticed if you're not looking closely.

Compare unit prices

Use the price per 100g or per item that’s usually displayed on supermarket shelf labels to determine real value. A smaller pack with a lower price might appear like a better deal, but could cost more per gram.

Feel the packaging

For products like crisps, popcorn and nuts, gently feel the pack to assess how full it is. Don’t hesitate to compare similar products side-by-side.

Be cautious of ‘special offers’

Promotional deals might disguise shrinkflation. A ‘two for £4’ offer might seem attractive, until you realise each pack is smaller than last year’s version.

Shop around

Sometimes different supermarkets stock varying product sizes, even for the same brand. Always check the label carefully and compare across stores when possible.

Shrinkflation is becoming more common and is often hard to detect. By being more aware of package sizes, unit pricing and marketing tactics, you can make informed decisions and avoid being caught out.