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Did Ivory bar soap shrink?

Size FactsDid it shrink? Yes
Before4.5 oz
After4 oz
−11.1%smaller
Price per oz · if the price stayed the same+12.5%Hypothetical: the size cut alone. The source recorded no shelf prices.

How big a cut? The joint 32nd-largest of 56 documented soap, shampoo & body wash cuts (tied with 1 other); a bigger cut than 42% of all 1,366 cases in the library. See the biggest cuts →

When
2012 · reported Sep 2015
Country
United States
Brand
Ivory
Category
Soap, Shampoo & Body Wash
Source
consumerreports.org

Source and evidence

Consumer Reports — Package downsizing: less is not more (Sept 2015 issue) consumerreports.org

Source fetched 2026-10-14.

Consumer Reports also warns that Ivory's 3-pack bars weigh only 3.1 oz, while the 10-pack has the standard 4 oz bars.

Evidence
Typeconsumer-group magazine report
Confidencehigh

Check the math in the calculator.

What the source says

“…Why the difference? "It could be a marketing reason, but I really don't know," a rep said. Lowering the Bar Like other companies, Ivory has downsized; it shaved its standard bars from 4.5 to 4 ounces in 2012. But the iconic product has a smaller doppelganger. When you buy a 10-pack, you get the standard-sized soap cakes.”

More from the US: the US Shrinkflation Tracker has all 296 documented cases, sortable and filterable.

Topic guide: shampoo, soap and toothpaste shrinkflation, every documented case in one place, brand by brand.

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Cite this case

ShrinkRadar, “Did Ivory bar soap shrink? 4.5 oz → 4 oz”, https://shrinkradar.com/cases/ivory-bar-soap-us-2012.html, accessed 2026-11-05. Original source: Consumer Reports — Package downsizing: less is not more (Sept 2015 issue) (https://www.consumerreports.org/cro/magazine/2015/09/packaging-downsizing-less-is-not-more/index.htm).

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