Known cases / Paper Towels / Sparkle
Did Sparkle Pick-A-Size paper towels, 6 double rolls shrink?
120 → 110 sheets/roll −8.3%Size Facts
Before120 sheets/roll
After
110 sheets/roll
Hidden unit-price rise at same price+9.1%
When2024
CountryUnited States
EvidenceWayback Machine retailer-page comparison (third-party study)
Confidencehigh
Source: LendingTree shrinkflation study (Walmart.com sizes 2019/20 via Wayback Machine vs 2024) (lendingtree.com). Source fetched 2026-10-14. Check the math in the calculator.
What the source says
“Sparkle Pick-A-Size paper towels, 6 double rolls: old 120/6 → new 110/6; price $6.44 → $7.28 (size change -8.3%)”
Other documented cases
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Great Value Ultra Strong paper towels
168 → 120 sheets/roll −28.6%Source: usw.org - 🇺🇸 Paper Towels · 2024
Bounty Select-A-Size paper towels, 8 triple rolls
165 → 135 sheets/roll −18.2%Source: lendingtree.com - 🇺🇸 Paper Towels · 2024
Sparkle Pick-A-Size paper towels, 8 double rolls
126 → 110 sheets/roll −12.7%Source: lendingtree.com - 🇺🇸 Paper Towels · 2010
Kirkland Signature (Costco) paper towels
96.2 → 85 sq ft −11.6%Source: consumerreports.org - 🇺🇸 Paper Towels · 2021
Bounty Paper Towels
165 → 147 sheets −10.9%Source: mouseprint.org - 🇺🇸 Paper Towels · 2024
Scott Choose-A-Sheet paper towels, 6 double rolls
110 → 100 sheets/roll −9.1%Source: lendingtree.com