Is bread getting smaller? Bread, bagel and tortilla shrinkflation

By ShrinkRadar · Updated 2026-11-07 · Every figure comes from a sourced case

Yes. Loaves, bagels, wraps and cakes keep shrinking. We have 15 documented cases of bread, rolls, bagels, wraps, cakes and pastries that got smaller, in Germany, the US, the UK, the Netherlands and Spain, from 2023 to 2026, 7 of them in 2026. The median pack by weight lost 13.3% of its contents, a 15.4% hidden price rise per unit at the same pack price. The latest: GAIL's challah knots, 2 pack (Waitrose), 220 g → 166 g (2026, allsupers.co.uk). The biggest: Rewe frei von Landbrot, 400 g → 250 g (−37.5%). Where the source also recorded the price (11 cases), 11 of 11 cost more per unit afterwards.

Bread Facts

Is bread getting smaller?Yes

Documented cuts15

Bread, rolls and baguettes6

Bagels2

Tortillas and wraps1

Cakes, pastries and toaster pastries4

Fewer pieces per pack2

Brands13

Countries5

Years2023–2026

Median cut by weight−13.3%

Hidden rise per unit at the same price (median)+15.4%

Biggest cut−37.5%

Pricier per unit (of 11 priced)11

Check any pack with the unit price calculator.

Latest documented cuts

Bread & Bakery · 2026
Waitrose rhubarb crumbles, 2-pack (UK)
290 → 250 g−13.8%
United Kingdom · Source: allsupers.co.uk
Bread & Bakery · 2026
Mr Kipling Signature salted caramel brownie bites (UK)
10 → 8 cakes−20.0%
United Kingdom · Source: allsupers.co.uk
Bread & Bakery · 2026
Thomas' Bagels
22 → 20 oz−9.1%
United States · Source: mouseprint.org
Bread & Bakery · 2026
GAIL's challah knots, 2 pack (Waitrose)
220 → 166 g−24.5%
United Kingdom · Source: allsupers.co.uk
Bread & Bakery · 2026
AH crème brûlée flap
110 → 105 g−4.5%
Netherlands · Source: prijsprofeet.nl
Bread & Bakery · 2026
Rewe frei von Landbrot
400 → 250 g−37.5%
Germany · Source: vzhh.de

Biggest cuts

Bread & Bakery · 2026
Rewe frei von Landbrot
400 → 250 g−37.5%
Germany · Source: vzhh.de
Bread & Bakery · 2025
Matzen
260 → 180 g−30.8%
Germany · Source: vzhh.de
Bread & Bakery · 2024
Mission Carb Balance whole wheat tortillas
8 → 6 tortillas−25.0%
United States · Source: mouseprint.org

Brand tracker: every documented cut

Brands with two or more cases, newest first. Each line is a separate report, often a different size or variety, so the numbers do not always chain.

Brand	Cases	Documented cuts	Biggest
Rewe	2	Rewe frei von Landbrot: 400 → 250 g (2026) Rewe Bio Mehrkorn Landbrötchen: 300 → 280 g (2023)	−37.5%
Thomas'	2	Thomas' Bagels: 22 → 20 oz (2026) Thomas' Bagels 6-pack: 20 → 18 oz (2026)	−10.0%

Bread, rolls and baguettes

Newest first. “Hidden rise” is the extra you pay per gram or ounce if the pack price stays the same.

Product	Size	Cut	Hidden rise	Price · real change per unit
GAIL's challah knots, 2 pack (Waitrose) GAIL's · United Kingdom · 2026	220 g → 166 g	−24.5%	+32.5%	£2.50 → £2.50 +32.5%
Rewe frei von Landbrot Rewe · Germany · 2026	400 g → 250 g	−37.5%	+60.0%	2,99 € → 1,99 € +6.5%
Matzen Matzen · Germany · 2025	260 g → 180 g	−30.8%	+44.4%	2,99 € → 2,19 € +5.8%
Aldi gourmet baguette with olive oil (Spain) Aldi · Spain · 2022–2023	300 g → 260 g	−13.3%	+15.4%	€0.89 → €1.19 +54.3%
Knack & Back Knoblauch-Ecken Knack & Back · Germany · 2023	340 g → 280 g	−17.6%	+21.4%	2,79 € → 2,79 € +21.4%
Rewe Bio Mehrkorn Landbrötchen Rewe · Germany · 2023	300 g → 280 g	−6.7%	+7.1%	1,29 € → 1,29 € +7.1%

Bagels

Weighed packs, newest first.

Product	Size	Cut	Hidden rise	Price · real change per unit
Thomas' Bagels Thomas' · United States · 2026	22 oz → 20 oz	−9.1%	+10.0%	—
Thomas' Bagels 6-pack Thomas' · United States · 2026	20 oz → 18 oz	−10.0%	+11.1%	—

Tortillas and wraps

Weighed packs; tortillas counted per pack are listed under “Fewer pieces per pack”.

Product	Size	Cut	Hidden rise	Price · real change per unit
Honig Mexicaanse Wraps Honig · Netherlands · 2025	305 g → 265 g	−13.1%	+15.1%	€3,39 → €3,69 +25.3%

Cakes, pastries and toaster pastries

Weighed packs; cakes counted per pack are listed under “Fewer pieces per pack”.

Product	Size	Cut	Hidden rise	Price · real change per unit
Waitrose rhubarb crumbles, 2-pack (UK) Waitrose · United Kingdom · 2026	290 g → 250 g	−13.8%	+16.0%	£3.00 → £3.00 +16.0%
AH crème brûlée flap AH · Netherlands · 2026	110 g → 105 g	−4.5%	+4.8%	€0.99 → €0.99 +4.8%
Gourmet Eierlikör-Sahnetorte Gourmet · Germany · 2025	880 g → 700 g	−20.5%	+25.7%	5,99 € → 4,99 € +4.7%
Kellogg's Pop-Tarts Whole Grain toaster pastries, 2-pastry pouch Kellogg's · United States · 2021–2023	100 g → 96 g	−4.0%	+4.2%	—

Fewer pieces per pack

Counted in pieces, not weighed, so these are left out of the weight medians.

Product	Size	Cut	Hidden rise	Price · real change per unit
Mr Kipling Signature salted caramel brownie bites (UK) Mr Kipling · United Kingdom · 2026	10 cakes → 8 cakes	−20.0%	+25.0%	£2.00 → £2.00 +25.0%
Mission Carb Balance whole wheat tortillas Mission · United States · 2024	8 tortillas → 6 tortillas	−25.0%	+33.3%	—

By country

Country	Cases	Median cut
Germany	5	−20.5%
United States	4	−9.1%
United Kingdom	3	−19.2%
Netherlands	2	−8.8%
Spain	1	−13.3%

By year

Documented cases by the year the source dates the change. This counts what was reported, not every pack that shrank, so a busy year can simply mean more coverage.

42023

12024

32025

72026

Hatched bar: 2026 so far (partial year).

Year	Cases	Median cut	Biggest cut that year
2026 (so far)	7	−11.9%	Rewe frei von Landbrot 400 → 250 g (−37.5%)
2025	3	−20.5%	Matzen 260 → 180 g (−30.8%)
2024	1	−25.0%	Mission Carb Balance whole wheat tortillas 8 → 6 tortillas (−25.0%)
2023	4	−10.0%	Knack & Back Knoblauch-Ecken 340 → 280 g (−17.6%)

By type: bread, bagels, wraps and cakes

Grouped by product name. Weighed cases (grams or ounces) and counted cases (tortillas, cakes per pack) are kept in separate columns; the median cut uses weighed cases only.

Type	Weighed	Median cut (weighed)	Counted in pieces
Bread, rolls and baguettes	6	−21.1%	0
Bagels	2	−9.5%	0
Tortillas and wraps	1	−13.1%	1
Cakes, pastries and toaster pastries	4	−9.2%	1

Bread, rolls and baguettes. Rewe frei von Landbrot 400 g → 250 g (Germany, 2026); Matzen 260 g → 180 g (Germany, 2025); GAIL's challah knots, 2 pack (Waitrose) 220 g → 166 g (United Kingdom, 2026); Knack & Back Knoblauch-Ecken 340 g → 280 g (Germany, 2023); Aldi gourmet baguette with olive oil (Spain) 300 g → 260 g (Spain, 2022–2023); Rewe Bio Mehrkorn Landbrötchen 300 g → 280 g (Germany, 2023).

Bagels. Thomas' Bagels 6-pack 20 oz → 18 oz (United States, 2026); Thomas' Bagels 22 oz → 20 oz (United States, 2026).

Tortillas and wraps. Mission Carb Balance whole wheat tortillas 8 tortillas → 6 tortillas (United States, 2024); Honig Mexicaanse Wraps 305 g → 265 g (Netherlands, 2025).

Cakes, pastries and toaster pastries. Gourmet Eierlikör-Sahnetorte 880 g → 700 g (Germany, 2025); Mr Kipling Signature salted caramel brownie bites (UK) 10 cakes → 8 cakes (United Kingdom, 2026); Waitrose rhubarb crumbles, 2-pack (UK) 290 g → 250 g (United Kingdom, 2026); AH crème brûlée flap 110 g → 105 g (Netherlands, 2026); Kellogg's Pop-Tarts Whole Grain toaster pastries, 2-pastry pouch 100 g → 96 g (United States, 2021–2023).

Newest additions to the library

Bread & Bakery · 2021–2023
Kellogg's Pop-Tarts Whole Grain toaster pastries, 2-pastry pouch
100 → 96 g−4.0%
United States · Source: fdc.nal.usda.gov
Bread & Bakery · 2022–2023
Aldi gourmet baguette with olive oil (Spain)
300 → 260 g−13.3%
Spain · Source: cronista.com
Bread & Bakery · 2026
Waitrose rhubarb crumbles, 2-pack (UK)
290 → 250 g−13.8%
United Kingdom · Source: allsupers.co.uk

Cereal shrinkflation →68 documented cuts to cereal boxes and breakfast foods; Kellogg's and Rewe also appear on this page.
Cookie shrinkflation →56 documented cuts to cookies, biscuits and crackers; AH and Aldi also appear on this page.
Jam & spreads shrinkflation →37 documented cuts to jam, spreads, syrups and baking goods; Aldi also appears on this page.
Germany shrinkflation list →420 cases in total, 5 of them bread and bakery.
US Shrinkflation Tracker →297 cases in total, 4 of them bread and bakery.
UK Shrinkflation Tracker →175 cases in total, 3 of them bread and bakery.
Netherlands shrinkflation list →73 cases in total, 2 of them bread and bakery.

How these cases are counted

Sources. 5 from vzhh.de; 3 from allsupers.co.uk; 3 from mouseprint.org; 1 from prijsprofeet.nl; 1 from consumentenbond.nl; 1 from cronista.com; 1 from fdc.nal.usda.gov. Each case page quotes or links its source; we list a cut only when the source gives both the old and the new size or count, and we do not estimate.

Units as printed. g (Germany, Spain, the Netherlands, the UK and the US), oz (the US), cakes (the UK) and tortillas (the US). The median cut and hidden rise use the 13 weighed cases only; the 2 counted cases (cakes and tortillas) are shown on their own. Each percentage compares a pack with its own earlier size.

Types come from product names (bagel; tortilla or wrap; cake, brownie, crumble, pastry or toaster pastry; everything else is bread and rolls). All 15 cases are in the case library’s “Bread & Bakery” category.

How to compare bread, bagels and wraps

Price per 100 g or per ounce. A bag of bagels or a loaf can keep its size on the shelf while the weight inside falls.
Count the pieces. Mission Carb Balance whole wheat tortillas 8 tortillas → 6 tortillas (United States, 2024); Mr Kipling Signature salted caramel brownie bites (UK) 10 cakes → 8 cakes (United Kingdom, 2026).
Bagels: Thomas' Bagels 6-pack 20 oz → 18 oz (2026); Thomas' Bagels 22 oz → 20 oz (2026).
Look it up: search a brand, or use the barcode lookup.

More: all bread & bakery cases · cereal shrinkflation · cookies & biscuits · jam, spreads & baking · US tracker · UK tracker · Germany list · best-known examples.

ShrinkRadar Index for bread and bakery: +16.0% per unit vs +1.6% official inflation (median of the same 11 priced cases since 2018)

Brand records

FAQ

Is bread getting smaller?

Yes. Loaves, bagels, wraps and cakes keep shrinking. ShrinkRadar has 15 documented cases of bread, rolls, bagels, wraps, cakes and pastries sold in smaller packs or with fewer items, in Germany, the US, the UK, the Netherlands and Spain, from 2023 to 2026 (7 of them in 2026). The median cut by weight is 13.3%, which is a 15.4% higher price per unit if the pack price stayed the same. The most recent: GAIL's challah knots, 2 pack (Waitrose) 220 g → 166 g (2026); Rewe frei von Landbrot 400 g → 250 g (2026).

Which bread or bakery product shrank the most?

Rewe frei von Landbrot: 400 g → 250 g (−37.5%, 2026, source: vzhh.de). Others with big cuts: Matzen 260 g → 180 g; Mission Carb Balance whole wheat tortillas 8 tortillas → 6 tortillas; GAIL's challah knots, 2 pack (Waitrose) 220 g → 166 g.

Has Rewe shrunk its bread?

Yes. 2 documented cuts, newest first: Rewe frei von Landbrot 400 g → 250 g (2026); Rewe Bio Mehrkorn Landbrötchen 300 g → 280 g (2023).

Has Thomas' shrunk its bread?

Yes. 2 documented cuts, newest first: Thomas' Bagels 22 oz → 20 oz (2026); Thomas' Bagels 6-pack 20 oz → 18 oz (2026).

Did the price per unit go up?

Where the source recorded the price before and after (11 cases), 11 cost more per unit afterwards.

Are bagels getting smaller?

Yes. 2 documented bagel cases: Thomas' Bagels 6-pack 20 oz → 18 oz (United States, 2026); Thomas' Bagels 22 oz → 20 oz (United States, 2026).

Are tortillas and wraps getting smaller?

Yes. 2 documented cases: Mission Carb Balance whole wheat tortillas 8 tortillas → 6 tortillas (United States, 2024); Honig Mexicaanse Wraps 305 g → 265 g (Netherlands, 2025). Tortillas counted per pack are kept apart from weighed wraps.

Are bread loaves and rolls getting smaller?

Yes. 6 documented cases, the biggest: Rewe frei von Landbrot 400 g → 250 g (Germany, 2026); Matzen 260 g → 180 g (Germany, 2025); GAIL's challah knots, 2 pack (Waitrose) 220 g → 166 g (United Kingdom, 2026); Knack & Back Knoblauch-Ecken 340 g → 280 g (Germany, 2023).

Are cakes and pastries getting smaller?

Yes. 5 documented cases: Gourmet Eierlikör-Sahnetorte 880 g → 700 g (Germany, 2025); Mr Kipling Signature salted caramel brownie bites (UK) 10 cakes → 8 cakes (United Kingdom, 2026); Waitrose rhubarb crumbles, 2-pack (UK) 290 g → 250 g (United Kingdom, 2026); AH crème brûlée flap 110 g → 105 g (Netherlands, 2026); Kellogg's Pop-Tarts Whole Grain toaster pastries, 2-pastry pouch 100 g → 96 g (United States, 2021–2023).

Where does this data come from?

From allsupers.co.uk, mouseprint.org, prijsprofeet.nl, vzhh.de, consumentenbond.nl, cronista.com, fdc.nal.usda.gov. Each case page quotes or links its source, and we list a cut only when the source gives both the old and the new size or count. We do not estimate.