Known cases / Years / 2023

Shrinkflation 2023: 134 documented examples

By ShrinkRadar · Updated 2026-10-16 · Every case links its source

Size Facts 2023

Did packs shrink in 2023?Yes

Documented cases134

Countries🇩🇪 🇺🇸 🇬🇧 🇧🇷 🇨🇦 🇦🇹 🇫🇷

Brands109

Median cut−13.3%

Biggest cut−50.0%

Pricier per unit (of 71 priced)71

Biggest: Bohlsener Mühle Keksfreunde Schoko, 250 g → 125 g.

These are the products that got smaller in 2023 according to the consumer agencies, consumer advocates and reporters we track. Main sources: vzhh.de, which.co.uk, mouseprint.org, usw.org, cbc.ca, procon.niteroi.rj.gov.br, foodwatch.org, ak-umwelt.at and 2 more. We fetched each source and checked the before and after sizes. The year is when the source dates the change; some lists are published a few months after the pack changed.

Biggest cuts in 2023

Product	Size	Cut
Bohlsener Mühle Keksfreunde Schoko Bohlsener · 🇩🇪 DE	250 g → 125 g	−50.0%
Rexim Schulkreide Rexim · 🇩🇪 DE	400 g → 200 g	−50.0%
Sainsbury's Scottish Oats Sainsbury's · 🇬🇧 UK	1000 g → 500 g	−50.0%
Gutbio Fenchel-Tee (Aldi) Aldi · 🇩🇪 DE	75 g → 40 g	−46.7%
Tetesept Johanniskraut Kapseln Tetesept · 🇩🇪 DE	100 pieces → 60 pieces	−40.0%
Tuc Bake Rolls Meersalz (ehemals 7 days) Tuc · 🇩🇪 DE	250 g → 150 g	−40.0%
BioWagner Bio Paprika edelsüß BioWagner · 🇩🇪 DE	80 g → 50 g	−37.5%
Piraquê wafer Piraquê · 🇧🇷 BR	160 g → 100 g	−37.5%
Bisto Best turkey gravy granules Bisto · 🇬🇧 UK	230 g → 150 g	−34.8%
Almare Sockeye Wildlachs (Aldi) Aldi · 🇩🇪 DE	150 g → 100 g	−33.3%
Taxofit Magnesium 400 + Kalium Taxofit · 🇩🇪 DE	45 pieces → 30 pieces	−33.3%
Great Value Ultra Strong paper towels Great Value · 🇺🇸 US	168 sheets/roll → 120 sheets/roll	−28.6%
Protein Chunks Hack Protein · 🇩🇪 DE	175 g → 125 g	−28.6%
Mühlenhof Hauchzarter Genuss Nussschinken Mühlenhof · 🇩🇪 DE	125 g → 90 g	−28.0%
Tang powdered drink Tang · 🇧🇷 BR	25 g → 18 g	−28.0%

Biggest hidden price hikes in 2023

Real change in price per unit, from the shelf prices the source recorded before and after.

Product	Size	Cut	Price · per unit
Tuc Bake Rolls Meersalz (ehemals 7 days) Tuc · 🇩🇪 DE	250 g → 150 g	−40.0%	1,39 € → 1,89 € +126.6%
Zentis Belmandel Zentis · 🇩🇪 DE	400 g → 300 g	−25.0%	2,19 € → 2,89 € +76.0%
Oryza Milchreis Oryza · 🇩🇪 DE	1000 g → 800 g	−20.0%	2,29 € → 2,99 € +63.2%
Gutbio Fenchel-Tee (Aldi) Aldi · 🇩🇪 DE	75 g → 40 g	−46.7%	1,49 € → 1,19 € +49.7%
Golßener Spreewälder Vegetarischer Feinkostsalat Golßener · 🇩🇪 DE	200 g → 150 g	−25.0%	1,99 € → 2,19 € +46.7%
Rexim Schulkreide Rexim · 🇩🇪 DE	400 g → 200 g	−50.0%	2,99 € → 2,19 € +46.5%
Mühlenhof Hauchzarter Genuss Nussschinken Mühlenhof · 🇩🇪 DE	125 g → 90 g	−28.0%	1,99 € → 1,99 € +38.9%
Lebkuchen Lebkuchen · 🇩🇪 DE	200 g → 145 g	−27.5%	3,99 € → 3,99 € +37.9%
Butchers Pepper Burger Patties Butchers · 🇩🇪 DE	250 g → 220 g	−12.0%	2,49 € → 2,99 € +36.5%
Listerine Mundspülung Total Care Zahnfleisch-Schutz Listerine · 🇩🇪 DE	600 ml → 500 ml	−16.7%	4,45 € → 4,95 € +33.5%

By country

By category

Brands caught more than once in 2023

All 134 shrinkflation cases from 2023

Product	Size	Cut	Source
Bohlsener Mühle Keksfreunde Schoko Bohlsener · 🇩🇪 DE	250 g → 125 g	−50.0%	vzhh.de
Rexim Schulkreide Rexim · 🇩🇪 DE	400 g → 200 g	−50.0%	vzhh.de
Sainsbury's Scottish Oats Sainsbury's · 🇬🇧 UK	1000 g → 500 g	−50.0%	which.co.uk
Gutbio Fenchel-Tee (Aldi) Aldi · 🇩🇪 DE	75 g → 40 g	−46.7%	vzhh.de
Tetesept Johanniskraut Kapseln Tetesept · 🇩🇪 DE	100 pieces → 60 pieces	−40.0%	vzhh.de
Tuc Bake Rolls Meersalz (ehemals 7 days) Tuc · 🇩🇪 DE	250 g → 150 g	−40.0%	vzhh.de
BioWagner Bio Paprika edelsüß BioWagner · 🇩🇪 DE	80 g → 50 g	−37.5%	vzhh.de
Piraquê wafer Piraquê · 🇧🇷 BR	160 g → 100 g	−37.5%	procon.niteroi.rj.gov.br
Bisto Best turkey gravy granules Bisto · 🇬🇧 UK	230 g → 150 g	−34.8%	which.co.uk
Almare Sockeye Wildlachs (Aldi) Aldi · 🇩🇪 DE	150 g → 100 g	−33.3%	vzhh.de
Taxofit Magnesium 400 + Kalium Taxofit · 🇩🇪 DE	45 pieces → 30 pieces	−33.3%	vzhh.de
Great Value Ultra Strong paper towels Great Value · 🇺🇸 US	168 sheets/roll → 120 sheets/roll	−28.6%	usw.org
Protein Chunks Hack Protein · 🇩🇪 DE	175 g → 125 g	−28.6%	vzhh.de
Mühlenhof Hauchzarter Genuss Nussschinken Mühlenhof · 🇩🇪 DE	125 g → 90 g	−28.0%	vzhh.de
Tang powdered drink Tang · 🇧🇷 BR	25 g → 18 g	−28.0%	procon.niteroi.rj.gov.br
Lebkuchen Lebkuchen · 🇩🇪 DE	200 g → 145 g	−27.5%	vzhh.de
Always Dailies Cotton Protection Slipeinlagen normal Always · 🇩🇪 DE	38 pieces → 28 pieces	−26.3%	vzhh.de
Aquafresh Complete Care toothpaste Aquafresh · 🇬🇧 UK	100 ml → 75 ml	−25.0%	which.co.uk
Colgate Triple Action Toothpaste Colgate · 🇬🇧 UK	100 ml → 75 ml	−25.0%	which.co.uk
Farm Rich Mozzarella Bites Farm Rich · 🇺🇸 US	20 oz → 15 oz	−25.0%	mouseprint.org
Golßener Spreewälder Vegetarischer Feinkostsalat Golßener · 🇩🇪 DE	200 g → 150 g	−25.0%	vzhh.de
Greco Original griechischer Joghurt aus pasteurisierter Schafmilch Greco · 🇩🇪 DE	200 g → 150 g	−25.0%	vzhh.de
Ovomaltine cocoa (Austria) Ovomaltine · 🇦🇹 AT	1000 g → 750 g	−25.0%	ak-umwelt.at
Trolli Saure Glühwürmchen Trolli · 🇩🇪 DE	200 g → 150 g	−25.0%	vzhh.de
Zentis Belmandel Zentis · 🇩🇪 DE	400 g → 300 g	−25.0%	vzhh.de
Captain Morgan Mojito Captain · 🇩🇪 DE	330 ml → 250 ml	−24.2%	vzhh.de
Zetti Knusperflocken Vollmilch Zetti · 🇩🇪 DE	350 g → 270 g	−22.9%	vzhh.de
PG Tips Tasty Decaf Pyramid tea bags PG Tips · 🇬🇧 UK	180 bags → 140 bags	−22.2%	which.co.uk
Alpro Natur Alpro · 🇩🇪 DE	500 g → 400 g	−20.0%	vzhh.de
Cadbury Dairy Milk Freddo multipack Cadbury · 🇬🇧 UK	5 bars → 4 bars	−20.0%	which.co.uk
Chef Select Salat Budapester Art Chef · 🇩🇪 DE	250 g → 200 g	−20.0%	vzhh.de
Costa Wildlachsfilets Costa · 🇩🇪 DE	250 g → 200 g	−20.0%	vzhh.de
Kaba Kakao Kaba · 🇩🇪 DE	500 g → 400 g	−20.0%	vzhh.de
Lorenz Saltletts Cocktail Mix Lorenz · 🇩🇪 DE	750 g → 600 g	−20.0%	vzhh.de
Lurpak Slightly Salted Butter Lurpak · 🇬🇧 UK	225 g → 180 g	−20.0%	which.co.uk
Oryza Milchreis Oryza · 🇩🇪 DE	1000 g → 800 g	−20.0%	vzhh.de
Pommels Original Family Pack Pommels · 🇩🇪 DE	200 g → 160 g	−20.0%	vzhh.de
Rewe Beste Wahl Schnitzel vegan Rewe · 🇩🇪 DE	500 g → 400 g	−20.0%	vzhh.de
Skin Stories Tattoo Repair Balm Skin · 🇩🇪 DE	50 ml → 40 ml	−20.0%	vzhh.de
Suchard Express Kakao Suchard · 🇩🇪 DE	500 g → 400 g	−20.0%	vzhh.de
Yeo Valley Organic Salted Spreadable Yeo Valley · 🇬🇧 UK	500 g → 400 g	−20.0%	which.co.uk
Ökovital Bio-Helix Lakritzschnecken Ökovital · 🇩🇪 DE	100 g → 80 g	−20.0%	vzhh.de
Moser Roth Chocolat Amandes Edel Marzipan Zartbitter (Aldi) Aldi · 🇩🇪 DE	184 g → 150 g	−18.5%	vzhh.de
Veganz Doppelkeks Kakao Veganz · 🇩🇪 DE	400 g → 330 g	−17.5%	vzhh.de
Vegetarische Mühlen Würstchen Vegetarische · 🇩🇪 DE	200 g → 165 g	−17.5%	vzhh.de
Biopolar Lagonda Mozzarella Biopolar · 🇩🇪 DE	180 g → 150 g	−16.7%	vzhh.de
Cadbury Brunch Chocolate Chip Bars Cadbury · 🇬🇧 UK	6 bars → 5 bars	−16.7%	which.co.uk
Costa Frutti di Mare Premium Costa · 🇩🇪 DE	300 g → 250 g	−16.7%	vzhh.de
Frosta Schnittlauch Frosta · 🇩🇪 DE	90 g → 75 g	−16.7%	vzhh.de
Gaviscon Liquid Aniseed Gaviscon · 🇬🇧 UK	600 ml → 500 ml	−16.7%	which.co.uk
Gazi Ziegenkäse Gazi · 🇩🇪 DE	180 g → 150 g	−16.7%	vzhh.de
Listerine Fresh Burst mouthwash Listerine · 🇬🇧 UK	600 ml → 500 ml	−16.7%	which.co.uk
Listerine Mundspülung Total Care Zahnfleisch-Schutz Listerine · 🇩🇪 DE	600 ml → 500 ml	−16.7%	vzhh.de
Mehlig & Heller Mutters Leberwurst Mehlig · 🇩🇪 DE	300 g → 250 g	−16.7%	vzhh.de
myChoco Mandel-Honig-Meersalz myChoco · 🇩🇪 DE	180 g → 150 g	−16.7%	vzhh.de
Betty Crocker Cake Mixes Betty Crocker · 🇺🇸 US	18.2 oz → 15.2 oz	−16.4%	mouseprint.org
Naturata Sweet-Chili Sauce Naturata · 🇩🇪 DE	250 ml → 210 ml	−16.0%	vzhh.de
Persil Color Megaperls Persil · 🇩🇪 DE	1.33 kg → 1.12 kg	−15.9%	vzhh.de
Ortega Taco Shells Ortega · 🇺🇸 US	5.8 oz → 4.9 oz	−15.5%	mouseprint.org
Nestlé Schokolade Die Weisse Crisp Nestlé · 🇩🇪 DE	100 g → 85 g	−15.0%	vzhh.de
Whiskas cat food pouch (UK) Whiskas · 🇬🇧 UK	100 g → 85 g	−15.0%	en.wikipedia.org
Glo Neo Green Click Glo · 🇩🇪 DE	140 g → 120 g	−14.3%	vzhh.de
KitKat two-finger multipack KitKat · 🇬🇧 UK	21 bars → 18 bars	−14.3%	which.co.uk
Umpqua Frozen Yogurt Umpqua · 🇺🇸 US	56 oz → 48 oz	−14.3%	mouseprint.org
Costa Pacific Prawns Costa · 🇩🇪 DE	250 g → 215 g	−14.0%	vzhh.de
Reduced Fat Wheat Thins Family Size Wheat Thins · 🇺🇸 US	14.5 oz → 12.5 oz	−13.8%	usw.org
Kettle Chips Sea Salt Kettle · 🇩🇪 DE	150 g → 130 g	−13.3%	vzhh.de
Kettle Chips Sea Salt & Black Peppercorn Kettle · 🇬🇧 UK	150 g → 130 g	−13.3%	which.co.uk
Nutri Source Dog Food Nutri · 🇺🇸 US	30 lb → 26 lb	−13.3%	mouseprint.org
Betty Crocker SuperMoist cake mix Betty Crocker · 🇨🇦 CA	432 g → 375 g	−13.2%	cbc.ca
Andros Natur Andros · 🇩🇪 DE	400 g → 350 g	−12.5%	vzhh.de
Garnier Ambre Solaire Sensitive expert+ Milch LSF 50+ Garnier · 🇩🇪 DE	200 ml → 175 ml	−12.5%	vzhh.de
Iglo Wok-Gemüse Iglo · 🇩🇪 DE	800 g → 700 g	−12.5%	vzhh.de
Katjes Yoghurt-Gums Katjes · 🇩🇪 DE	200 g → 175 g	−12.5%	vzhh.de
Piraquê Maizena biscuits Piraquê · 🇧🇷 BR	200 g → 175 g	−12.5%	procon.niteroi.rj.gov.br
Wheat Thins Family Size Wheat Thins · 🇺🇸 US	16 oz → 14 oz	−12.5%	usw.org
Bens Original Basmati-Reis Bens · 🇩🇪 DE	250 g → 220 g	−12.0%	vzhh.de
Butchers Pepper Burger Patties Butchers · 🇩🇪 DE	250 g → 220 g	−12.0%	vzhh.de
Costa Lachsfilets Costa · 🇩🇪 DE	250 g → 220 g	−12.0%	vzhh.de
Iglo Atlantik Lachs (Austria) Iglo · 🇦🇹 AT	250 g → 220 g	−12.0%	vbg.arbeiterkammer.at
Sodastream Orangen-Geschmack Sodastream · 🇩🇪 DE	500 ml → 440 ml	−12.0%	vzhh.de
Kettle Potato Chips Kettle · 🇺🇸 US	8.5 oz → 7.5 oz	−11.8%	mouseprint.org
Quero / Tarantella tomato sauce Quero · 🇧🇷 BR	340 g → 300 g	−11.8%	procon.niteroi.rj.gov.br
Werther's Original Hard Caramels Werther's · 🇺🇸 US	34 oz → 30 oz	−11.8%	mouseprint.org
West Red Tabak West · 🇩🇪 DE	85 g → 75 g	−11.8%	vzhh.de
Rowntree's Jelly Tots giant tube Rowntree's · 🇬🇧 UK	130 g → 115 g	−11.5%	which.co.uk
Auchan jambon supérieur slices Auchan · 🇫🇷 FR	45 g → 40 g	−11.1%	foodwatch.org
Iglo Green Cuisine vegetarische Lasagne Iglo · 🇩🇪 DE	450 g → 400 g	−11.1%	vzhh.de
Kraft Dinner Original Kraft · 🇨🇦 CA	225 g → 200 g	−11.1%	cbc.ca
Milkybar buttons giant tube Milkybar · 🇬🇧 UK	90 g → 80 g	−11.1%	which.co.uk
Folgers Breakfast Blend Folgers · 🇺🇸 US	25.4 oz → 22.6 oz	−11.0%	mouseprint.org
Equate Liquid Hand Soap Equate · 🇺🇸 US	56 oz → 50 oz	−10.7%	mouseprint.org
Moser Roth Chocolat Amandes Mozart (Aldi) Aldi · 🇩🇪 DE	168 g → 150 g	−10.7%	vzhh.de
Alnatura Pizza Margherita Alnatura · 🇩🇪 DE	335 g → 300 g	−10.4%	vzhh.de
Quilted Northern Toilet Tissue Quilted Northern · 🇺🇸 US	328 sheets → 295 sheets	−10.1%	mouseprint.org
Andrex Classic Clean Washlets wipes Andrex · 🇬🇧 UK	40 wipes → 36 wipes	−10.0%	which.co.uk
Coffee Mate Original Whitener Coffee Mate · 🇬🇧 UK	500 g → 450 g	−10.0%	which.co.uk
Häagen-Dazs tub (Canada) Häagen-Dazs · 🇨🇦 CA	500 ml → 450 ml	−10.0%	cbc.ca
Lyttos Halloumi Lyttos · 🇩🇪 DE	250 g → 225 g	−10.0%	vzhh.de
Pedigree adult dog food (Brazil) Pedigree · 🇧🇷 BR	1000 g → 900 g	−10.0%	procon.niteroi.rj.gov.br
Salakis Natur Salakis · 🇩🇪 DE	200 g → 180 g	−10.0%	vzhh.de
Werder Bio Tomaten Ketchup Werder · 🇩🇪 DE	500 ml → 450 ml	−10.0%	vzhh.de
Wheat Thins (Canada) Wheat Thins · 🇨🇦 CA	200 g → 180 g	−10.0%	cbc.ca
Crest Gum Detoxify Crest · 🇺🇸 US	4.1 oz → 3.7 oz	−9.8%	mouseprint.org
Giants Red Tabak Giants · 🇩🇪 DE	165 g → 150 g	−9.1%	vzhh.de
Katjes Family Winegums Katjes · 🇩🇪 DE	275 g → 250 g	−9.1%	vzhh.de
Lancia Tabak Lancia · 🇩🇪 DE	165 g → 150 g	−9.1%	vzhh.de
Pepperidge Farm Gold Fish Pepperidge Farm · 🇺🇸 US	30 oz → 27.3 oz	−9.0%	mouseprint.org
Katjes Vitaminis Katjes · 🇩🇪 DE	175 g → 160 g	−8.6%	vzhh.de
Kellogg's Corn Pops Kellogg's · 🇺🇸 US	14.3 oz → 13.1 oz	−8.4%	mouseprint.org
Dove Body Wash Dove · 🇺🇸 US	24 oz → 22 oz	−8.3%	mouseprint.org
Quality Street tub (2023) Quality Street · 🇬🇧 UK	600 g → 550 g	−8.3%	which.co.uk
Vegetarische Mühlen Salami Minis Vegetarische · 🇩🇪 DE	180 g → 165 g	−8.3%	vzhh.de
Bisto Best Chicken Gravy Granules Bisto · 🇬🇧 UK	250 g → 230 g	−8.0%	which.co.uk
Gold Peak Tea half-gallon Gold Peak · 🇺🇸 US	64 fl oz → 59 fl oz	−7.8%	usw.org
Kleenex Ultra Soft small box Kleenex · 🇺🇸 US	65 tissues → 60 tissues	−7.7%	usw.org
McVitie's Digestives Dark Chocolate McVitie's · 🇬🇧 UK	433 g → 400 g	−7.6%	which.co.uk
Nocciolata Nocciolata · 🇩🇪 DE	270 g → 250 g	−7.4%	vzhh.de
Dawn Dishwashing Liquid Dawn · 🇺🇸 US	19.4 oz → 18 oz	−7.2%	mouseprint.org
Costa GGN Lachsfilets Costa · 🇩🇪 DE	450 g → 420 g	−6.7%	vzhh.de
Rewe Bio Mehrkorn Landbrötchen Rewe · 🇩🇪 DE	300 g → 280 g	−6.7%	vzhh.de
Double Stuf Oreo Family Size Oreo · 🇺🇸 US	20 oz → 18.7 oz	−6.5%	usw.org
Salakis Tradition Salakis · 🇩🇪 DE	160 g → 150 g	−6.2%	vzhh.de
Cocoa Puffs Family Size Cocoa Puffs · 🇺🇸 US	19.3 oz → 18.1 oz	−6.2%	usw.org
Peanut M&Ms Peanut · 🇺🇸 US	10.7 oz → 10.1 oz	−6.1%	mouseprint.org
Colgate Total Colgate · 🇺🇸 US	5.1 oz → 4.8 oz	−5.9%	mouseprint.org
Lorenz Nic Nac´s Original XL Fun Pack Lorenz · 🇩🇪 DE	180 g → 170 g	−5.6%	vzhh.de
Ben & Jerry's tub (Canada) Ben & Jerry's · 🇨🇦 CA	500 ml → 473 ml	−5.4%	cbc.ca
Tide Oxi Tide · 🇺🇸 US	154 oz → 146 oz	−5.2%	mouseprint.org
Milkana Runddose Käse Vielfalt Milkana · 🇩🇪 DE	200 g → 190 g	−5.0%	vzhh.de
Nescafé Original instant coffee Nescafé · 🇬🇧 UK	200 g → 190 g	−5.0%	which.co.uk
Terry's Chocolate Orange Ball Toffee Crunch Terry's · 🇬🇧 UK	152 g → 145 g	−4.6%	which.co.uk
Gain Detergent Gain · 🇺🇸 US	92 oz → 88 oz	−4.3%	mouseprint.org
Carrefour Reflets de France Corsican orange marmalade Reflets de France · 🇫🇷 FR	325 g → 315 g	−3.1%	foodwatch.org

Download every case as CSV or JSON (CC BY 4.0). Check any pack with the shrinkflation calculator. Spotted one we missed? Submit a sighting.

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FAQ

What are examples of shrinkflation in 2023?

The biggest documented cuts in 2023 were: Bohlsener Mühle Keksfreunde Schoko (250 g → 125 g), Rexim Schulkreide (400 g → 200 g), Sainsbury's Scottish Oats (1000 g → 500 g), Gutbio Fenchel-Tee (Aldi) (75 g → 40 g), Tetesept Johanniskraut Kapseln (100 pieces → 60 pieces). ShrinkRadar lists 134 sourced cases from 2023.

Which countries had the most shrinkflation cases in 2023?

In our library: Germany 71, United States 26, United Kingdom 23, Brazil 5, Canada 5, Austria 2, France 2. These counts follow where consumer agencies and reporters published lists, so they are not rates.

How much smaller did products get in 2023?

The median documented cut in 2023 was 13.3%, which is a 15.4% hidden price rise per unit if the shelf price stayed the same. The biggest was Bohlsener Mühle Keksfreunde Schoko, 250 g → 125 g (−50.0%).

Did prices per unit go up in 2023?

Where the source also recorded the shelf price before and after (71 of the 134 cases from 2023), 71 got more expensive per unit.