Shrinkflation examples

By ShrinkRadar · Updated 2026-10-17 · Every example links its source

Shrinkflation is when a pack gets smaller but the price stays the same or goes up. These are 129 real examples, picked from our library of 713 documented cases. They are mostly household names from the US, UK, Canada, Australia and New Zealand, with one example per brand in each category, and the hidden price rise you pay per unit if the shelf price did not change.

Example Facts

Examples on this page129

Brands98

Countries🇦🇹 🇦🇺 🇨🇦 🇩🇪 🇳🇱 🇳🇿 🇬🇧 🇺🇸

Median cut−11.6%

Biggest cut−42.9%

A 10% smaller pack at the same price is an 11.1% price rise per unit. Check any pack with the calculator.

Best-known Chocolate & Candy Breakfast Cereals Toilet Paper Chips & Snacks Coffee & Tea Cookies & Crackers Juice & Drinks Dish & Cleaning Laundry Paper Towels Personal Care Meat & Fish Baking & Spreads Dairy Ice Cream Oral Care Pasta, Rice & Meals Pet Food Europe & beyond

The best-known examples

One case for each of the 15 brands caught most often in English-speaking markets.

Product	Size	Cut	Hidden rise
Cadbury Favourites box, 373g (New Zealand) Cadbury · 🇳🇿 NZ · 2023	373 g → 340 g	−8.8%	+9.7%
Charmin Ultra Soft Super Mega Roll Charmin · 🇺🇸 US · 2022	396 sheets/roll → 366 sheets/roll	−7.6%	+8.2%
Dawn Platinum dish soap Dawn · 🇺🇸 US · 2026	32 fl oz → 30 fl oz	−6.2%	+6.7%
Hershey's Dark Chocolate party-size bag Hershey's · 🇺🇸 US · 2026	29 oz → 23.9 oz	−17.6%	+21.3%
Kellogg's Coco Pops (Australia) Kellogg's · 🇦🇺 AU · 2026	650 g → 535 g	−17.7%	+21.5%
McVitie's Go Ahead forest fruit biscuits McVitie's · 🇦🇺 AU · 2024	218 g → 174 g	−20.2%	+25.3%
Bounty Triple Roll paper towels Bounty · 🇺🇸 US · 2025	135 sheets/roll → 123 sheets/roll	−8.9%	+9.8%
Cottonelle Ultra Comfort toilet paper, 12 mega rolls Cottonelle · 🇺🇸 US · 2024	284 sheets/roll → 244 sheets/roll	−14.1%	+16.4%
Doritos Nacho snack size (Canada) Doritos · 🇨🇦 CA · 2024	80 g → 72 g	−10.0%	+11.1%
Folgers classic roast ground coffee Folgers · 🇺🇸 US · 2024	48 oz → 40.3 oz	−16.0%	+19.1%
M&M's Crispy Easter Egg M&M's · 🇬🇧 UK · 2026	192 g → 156 g	−18.8%	+23.1%
Quality Street tub (2023) Quality Street · 🇬🇧 UK · 2023	600 g → 550 g	−8.3%	+9.1%
Quilted Northern Mega Roll Quilted Northern · 🇺🇸 US · 2026	295 sheets/roll → 255 sheets/roll	−13.6%	+15.7%
Toblerone The Edgy Egg Milk Chocolate Easter Egg Toblerone · 🇬🇧 UK · 2026	298 g → 256 g	−14.1%	+16.4%
Family-size cinnamon oat crunch Cheerios Cheerios · 🇺🇸 US · 2024	26 oz → 24 oz	−7.7%	+8.3%

Chocolate & Candy

Product	Size	Cut	Hidden rise
Cadbury boxed hollow Easter eggs (15-pack) Cadbury · 🇦🇺 AU · 2026	18 eggs → 15 eggs	−16.7%	+20.0%
Hershey's snack size chocolate bag Hershey's · 🇺🇸 US · 2025	19.8 oz → 18 oz	−9.1%	+10.0%
M&M's Milk Chocolate Fun Size Mini Bags (New Zealand) M&M's · 🇳🇿 NZ · 2026	162 g → 148 g	−8.6%	+9.5%
Quality Street Purple One (per sweet) Quality Street · 🇬🇧 UK · 2025	9.59 g → 8.46 g	−11.8%	+13.4%
Toblerone 360g bar (UK) Toblerone · 🇬🇧 UK · 2025	360 g → 340 g	−5.6%	+5.9%
KitKat mini eggs KitKat · 🇦🇺 AU · 2025	110 g → 90 g	−18.2%	+22.2%

All 128 Chocolate & Candy cases →

Breakfast Cereals

Product	Size	Cut	Hidden rise
Kellogg's Corn Pops Kellogg's · 🇺🇸 US · 2026	18.1 oz → 16.4 oz	−9.4%	+10.4%
Woolworths Max Charge cereal Woolworths · 🇦🇺 AU · 2024	560 g → 495 g	−11.6%	+13.1%
Family-size apple cinnamon Cheerios Cheerios · 🇺🇸 US · 2024	20.1 oz → 19 oz	−5.5%	+5.8%
Post Premier Protein cereal Post · 🇺🇸 US · 2025	11 oz → 9 oz	−18.2%	+22.2%
Coles Mighty Grain cereal Coles · 🇦🇺 AU · 2024	560 g → 495 g	−11.6%	+13.1%
Family-size Reese's Puffs Reese's · 🇺🇸 US · 2024	20.7 oz → 19.7 oz	−4.8%	+5.1%

All 46 Breakfast Cereals cases →

Toilet Paper

Product	Size	Cut	Hidden rise
Charmin Ultra Soft Mega Roll (2025) Charmin · 🇺🇸 US · 2025	224 sheets/roll → 208 sheets/roll	−7.1%	+7.7%
Costco-Kirkland Toilet Paper Kirkland · 🇺🇸 US · 2021	425 sheets → 380 sheets	−10.6%	+11.8%
Bounty Mega Rolls Bounty · 🇺🇸 US · 2025	180 sheets → 164 sheets	−8.9%	+9.8%
Quilted Northern Ultra Plush toilet paper, 18 mega rolls Quilted Northern · 🇺🇸 US · 2024	308 sheets/roll → 255 sheets/roll	−17.2%	+20.8%
Great Value Ultra Strong toilet paper, 12 mega rolls Great Value · 🇺🇸 US · 2024	286 sheets/roll → 242 sheets/roll	−15.4%	+18.2%
Cottonelle Mega Roll (1-ply) Cottonelle · 🇺🇸 US · 2022	340 sheets/roll → 312 sheets/roll	−8.2%	+9.0%

All 28 Toilet Paper cases →

Chips & Snacks

Product	Size	Cut	Hidden rise
Woolworths original salted corn chips Woolworths · 🇦🇺 AU · 2024	200 g → 175 g	−12.5%	+14.3%
Party-size nacho cheese Doritos Doritos · 🇺🇸 US · 2024	15 oz → 14.5 oz	−3.3%	+3.4%
Party-size original Tostitos Tostitos · 🇺🇸 US · 2024	18 oz → 17 oz	−5.6%	+5.9%
Pringles tube (UK) Pringles · 🇬🇧 UK · 2022	200 g → 185 g	−7.5%	+8.1%
Graze Tamari Roasted Almonds (New Zealand) Graze · 🇳🇿 NZ · 2026	455 g → 420 g	−7.7%	+8.3%
Party-size sour cream and onion Lay's Lay's · 🇺🇸 US · 2024	14.8 oz → 12.5 oz	−15.3%	+18.0%

All 45 Chips & Snacks cases →

Coffee & Tea

Product	Size	Cut	Hidden rise
Great Value ground coffee can Great Value · 🇺🇸 US · 2026	11.3 oz → 9.6 oz	−15.0%	+17.7%
Folgers Breakfast Blend Folgers · 🇺🇸 US · 2023	25.4 oz → 22.6 oz	−11.0%	+12.4%
Kenco Millicano instant coffee jar (Original/Americano and Decaf) Kenco · 🇬🇧 UK · 2026	100 g → 90 g	−10.0%	+11.1%
Nescafé Original instant coffee Nescafé · 🇬🇧 UK · 2023	200 g → 190 g	−5.0%	+5.3%
Maxwell House Maxwell House · 🇺🇸 US · 2017	240 cup → 210 cup	−12.5%	+14.3%
Pure Leaf tea half-gallon Pure Leaf · 🇺🇸 US · 2025	64 fl oz → 59 fl oz	−7.8%	+8.5%

All 46 Coffee & Tea cases →

Cookies & Crackers

Product	Size	Cut	Hidden rise
McVitie's Digestives (Australia) McVitie's · 🇦🇺 AU · 2024	400 g → 355 g	−11.3%	+12.7%
Reduced Fat Wheat Thins Family Size Wheat Thins · 🇺🇸 US · 2023	14.5 oz → 12.5 oz	−13.8%	+16.0%
Keebler Cookies Keebler · 🇺🇸 US · 2022	11.3 oz → 9.75 oz	−13.7%	+15.9%
Oreo Oreo · 🇺🇸 US · 2024	13.1 oz → 11.8 oz	−10.1%	+11.2%
Arnott's Tina wafers Arnott's · 🇦🇺 AU · 2026	250 g → 200 g	−20.0%	+25.0%
Breton Crackers Breton · 🇺🇸 US · 2022	8.8 oz → 7.3 oz	−17.0%	+20.5%

All 31 Cookies & Crackers cases →

Juice & Drinks

Product	Size	Cut	Hidden rise
Simply Orange juice carafe Simply Orange · 🇺🇸 US · 2025	52 fl oz → 46 fl oz	−11.5%	+13.0%
Hungry Jack Syrup Hungry Jack · 🇺🇸 US · 2026	27.6 oz → 24 oz	−13.0%	+15.0%
Tropicana orange juice Tropicana · 🇺🇸 US · 2010	64 oz → 59 oz	−7.8%	+8.5%
Keri fruit juice bottle (New Zealand) Keri · 🇳🇿 NZ · 2025	3 l → 2.4 l	−20.0%	+25.0%
Dole Juices Dole · 🇺🇸 US · 2025	64 oz → 59 oz	−7.8%	+8.5%
Gatorade Thirst Quencher bottle Gatorade · 🇺🇸 US · 2022	32 fl oz → 28 fl oz	−12.5%	+14.3%

All 33 Juice & Drinks cases →

Dish & Cleaning

Product	Size	Cut	Hidden rise
Dawn Platinum Dawn · 🇺🇸 US · 2026	32 oz → 30 oz	−6.2%	+6.7%
Jif cream cleanser Jif · 🇦🇺 AU · 2024	700 ml → 500 ml	−28.6%	+40.0%
Swiffer Duster refills Swiffer · 🇺🇸 US · 2026	28 count → 24 count	−14.3%	+16.7%
Febreze air spray can Febreze · 🇺🇸 US · 2026	8.8 oz → 8.1 oz	−8.0%	+8.6%
Fairy dishwashing liquid (Australia) Fairy · 🇦🇺 AU · 2026	800 ml → 750 ml	−6.2%	+6.7%
Finish Ultimate Dishwashing Pods Finish · 🇺🇸 US · 2025	76 pods → 62 pods	−18.4%	+22.6%

All 19 Dish & Cleaning cases →

Laundry

Product	Size	Cut	Hidden rise
Kirkland fabric softener Kirkland · 🇺🇸 US · 2026	187 fl oz → 150 fl oz	−19.8%	+24.7%
Tide Tide · 🇺🇸 US · 2025	100 oz → 92 oz	−8.0%	+8.7%
Gain Detergent Gain · 🇺🇸 US · 2023	92 oz → 88 oz	−4.3%	+4.5%
Seventh Generation Detergent Seventh · 🇺🇸 US · 2022	100 oz → 90 oz	−10.0%	+11.1%
Arm & Hammer Detergent Arm & Hammer · 🇺🇸 US · 2022	75 oz → 67.5 oz	−10.0%	+11.1%
Comfort Pure fabric conditioner Comfort · 🇬🇧 UK · 2022	85 washes → 83 washes	−2.4%	+2.4%

All 28 Laundry cases →

Paper Towels

Product	Size	Cut	Hidden rise
Kirkland Signature (Costco) paper towels Kirkland · 🇺🇸 US · 2010	96.2 sq ft → 85 sq ft	−11.6%	+13.2%
Bounty Select-A-Size paper towels, 8 triple rolls Bounty · 🇺🇸 US · 2024	165 sheets/roll → 135 sheets/roll	−18.2%	+22.2%
Great Value Ultra Strong paper towels, 6 double rolls Great Value · 🇺🇸 US · 2024	120 sheets/roll → 110 sheets/roll	−8.3%	+9.1%
Viva Paper Towels Triple Roll Viva · 🇺🇸 US · 2025	133 sheets → 121 sheets	−9.0%	+9.9%
Sparkle Pick-A-Size paper towels, 8 double rolls Sparkle · 🇺🇸 US · 2024	126 sheets/roll → 110 sheets/roll	−12.7%	+14.5%
Scott Choose-A-Sheet paper towels, 6 double rolls Scott · 🇺🇸 US · 2024	110 sheets/roll → 100 sheets/roll	−9.1%	+10.0%

All 12 Paper Towels cases →

Personal Care

Product	Size	Cut	Hidden rise
Brut deodorant stick (Woolworths) Woolworths · 🇦🇺 AU · 2025	75 g → 50 g	−33.3%	+50.0%
Dove Body Wash Dove · 🇺🇸 US · 2023	24 oz → 22 oz	−8.3%	+9.1%
Flamingo Estate Shampoo Flamingo · 🇺🇸 US · 2026	17 oz → 12 oz	−29.4%	+41.7%
Secret Deodorant Secret · 🇺🇸 US · 2024	2.6 oz → 2.37 oz	−8.8%	+9.7%
Equate Liquid Hand Soap Equate · 🇺🇸 US · 2023	56 oz → 50 oz	−10.7%	+12.0%
Pantene Pro-V Curl Perfection conditioner Pantene · 🇺🇸 US · 2022	12 fl oz → 10.4 fl oz	−13.3%	+15.4%

All 41 Personal Care cases →

Meat & Fish

Product	Size	Cut	Hidden rise
Kirkland tuna (Costco) Kirkland · 🇺🇸 US · 2009	7 oz → 6.5 oz	−7.1%	+7.7%
Bisto Best Chicken Gravy Granules Bisto · 🇬🇧 UK · 2023	250 g → 230 g	−8.0%	+8.7%
Oscar Mayer Beef Franks Oscar Mayer · 🇺🇸 US · 2026	16 oz → 15 oz	−6.2%	+6.7%
Richmond meat-free sausages Richmond · 🇬🇧 UK · 2022	336 g → 304 g	−9.5%	+10.5%
Walmart Chicken Caesar Salad Walmart · 🇺🇸 US · 2021	14.4 oz → 12.1 oz	−15.8%	+18.8%
Season Sardines Season · 🇺🇸 US · 2021	4.38 oz → 3.75 oz	−14.3%	+16.7%

All 23 Meat & Fish cases →

Baking & Spreads

Product	Size	Cut	Hidden rise
Woolworths Rocky Road tarts Woolworths · 🇦🇺 AU · 2024	240 g → 180 g	−25.0%	+33.3%
Aldi Kringle & Co iced Christmas cake Aldi · 🇦🇺 AU · 2024	100 g → 90 g	−10.0%	+11.1%
Betty Crocker Cake Mixes Betty Crocker · 🇺🇸 US · 2023	18.2 oz → 15.2 oz	−16.4%	+19.7%
Smucker's Strawberry Jam large jar Smucker's · 🇺🇸 US · 2026	32 oz → 30 oz	−6.2%	+6.7%
Redpath sugar (Walmart test) Redpath · 🇨🇦 CA · 2024	2000 g → 1500 g	−25.0%	+33.3%
Sweet ‘n Low Sweet · 🇺🇸 US · 2018	0.04 oz → 0.04 oz	−12.5%	+14.3%

All 33 Baking & Spreads cases →

Dairy

Product	Size	Cut	Hidden rise
Jif Peanut Butter To Go Cups Jif · 🇺🇸 US · 2024	1.5 oz → 1.1 oz	−26.7%	+36.4%
Lurpak Slightly Salted Butter Lurpak · 🇬🇧 UK · 2023	225 g → 180 g	−20.0%	+25.0%
Kraft American cheese Kraft · 🇺🇸 US · 2010	24 slices → 22 slices	−8.3%	+9.1%
Gippsland Dairy Twist yogurt Gippsland Dairy · 🇦🇺 AU · 2026	720 g → 700 g	−2.8%	+2.9%
Yeo Valley Organic Salted Spreadable Yeo Valley · 🇬🇧 UK · 2023	500 g → 400 g	−20.0%	+25.0%
Chobani Flips yogurt Chobani · 🇺🇸 US · 2022	5.3 oz → 4.5 oz	−15.1%	+17.8%

All 49 Dairy cases →

Ice Cream

Product	Size	Cut	Hidden rise
Häagen-Dazs tub (Canada) Häagen-Dazs · 🇨🇦 CA · 2023	500 ml → 450 ml	−10.0%	+11.1%
Turkey Hill ice cream Turkey Hill · 🇺🇸 US · 2025	48 oz → 46 oz	−4.2%	+4.3%
Umpqua Frozen Yogurt Umpqua · 🇺🇸 US · 2023	56 oz → 48 oz	−14.3%	+16.7%
Ben & Jerry's tub (Canada) Ben & Jerry's · 🇨🇦 CA · 2023	500 ml → 473 ml	−5.4%	+5.7%
Magnum ice creams (4-pack, per stick) Magnum · 🇬🇧 UK · 2022	110 ml → 100 ml	−9.1%	+10.0%
Breyers Breyers · 🇺🇸 US · 2008	56 oz → 48 oz	−14.3%	+16.7%

All 14 Ice Cream cases →

Oral Care

Product	Size	Cut	Hidden rise
Colgate Triple Action Toothpaste Colgate · 🇬🇧 UK · 2023	100 ml → 75 ml	−25.0%	+33.3%
Crest Gum Detoxify Crest · 🇺🇸 US · 2023	4.1 oz → 3.7 oz	−9.8%	+10.8%
Aquafresh Complete Care toothpaste Aquafresh · 🇬🇧 UK · 2023	100 ml → 75 ml	−25.0%	+33.3%
Listerine Fresh Burst mouthwash Listerine · 🇬🇧 UK · 2023	600 ml → 500 ml	−16.7%	+20.0%

All 10 Oral Care cases →

Pasta, Rice & Meals

Product	Size	Cut	Hidden rise
Bisto Best turkey gravy granules Bisto · 🇬🇧 UK · 2023	230 g → 150 g	−34.8%	+53.3%
Kraft Dinner Original Kraft · 🇨🇦 CA · 2023	225 g → 200 g	−11.1%	+12.5%
Red Rock Deli dips Red Rock Deli · 🇦🇺 AU · 2024	150 g → 135 g	−10.0%	+11.1%
Farm Rich Mozzarella Bites Farm Rich · 🇺🇸 US · 2023	20 oz → 15 oz	−25.0%	+33.3%
Ortega Taco Shells Ortega · 🇺🇸 US · 2023	5.8 oz → 4.9 oz	−15.5%	+18.4%
Barilla spaghetti (Canada) Barilla · 🇨🇦 CA · 2021	454 g → 410 g	−9.7%	+10.7%

All 54 Pasta, Rice & Meals cases →

Pet Food

Product	Size	Cut	Hidden rise
Iams XL dry dog food bag Iams · 🇺🇸 US · 2026	44 lb → 38.5 lb	−12.5%	+14.3%
Whiskas cat food pouch (UK) Whiskas · 🇬🇧 UK · 2023	100 g → 85 g	−15.0%	+17.6%
Nutri Source Dog Food Nutri · 🇺🇸 US · 2023	30 lb → 26 lb	−13.3%	+15.4%
Natural Balance Adult Dog Food Natural · 🇺🇸 US · 2022	26 lb → 24 lb	−7.7%	+8.3%

All 8 Pet Food cases →

Examples from Europe and beyond

Germany and the Netherlands have the longest lists because their consumer agencies publish every case they confirm.

Product	Size	Cut	Hidden rise
Ostmann Knoblauch Ostmann · 🇩🇪 DE · 2024	70 g → 40 g	−42.9%	+75.0%
Knorr Veggie Wraps Knorr · 🇳🇱 NL · 2025	370 g → 240 g	−35.1%	+54.2%
Jacobs 3in1 Kaffeesticks Caramel Jacobs · 🇩🇪 DE · 2025	169 g → 112 g	−33.7%	+50.9%
KitKat Minis KitKat · 🇩🇪 DE · 2026	217 g → 167 g	−23.0%	+29.9%
Lorenz Chipsletten Lorenz · 🇩🇪 DE · 2018	170 g → 100 g	−41.2%	+70.0%
Dr. Oetker muesli (Austria) Dr. Oetker · 🇦🇹 AT · 2025	600 g → 450 g	−25.0%	+33.3%
Pringles Original Pringles · 🇩🇪 DE · 2024	185 g → 165 g	−10.8%	+12.1%
Lay‘s Bugles Paprika-Style Lay's · 🇩🇪 DE · 2024	95 g → 75 g	−21.1%	+26.7%
Simply V gerieben Pasta Simply Orange · 🇩🇪 DE · 2024	100 g → 80 g	−20.0%	+25.0%
Costa Wildlachsfilets Costa · 🇩🇪 DE · 2023	250 g → 200 g	−20.0%	+25.0%

By country: Germany · United States · United Kingdom · Netherlands · Australia · Italy · Canada · New Zealand · Austria · Brazil · Spain · France · Europe · India. By year: 2026 · 2025 · 2024 · 2023 · 2022 · 2021 · 2020. Biggest cuts and hidden price hikes: worst offenders. New this week: latest additions.

FAQ

What are some examples of shrinkflation?

Well-documented examples include Cadbury Favourites box, 373g (New Zealand) (373 g → 340 g), Charmin Ultra Soft Super Mega Roll (396 sheets/roll → 366 sheets/roll), Dawn Platinum dish soap (32 fl oz → 30 fl oz), Hershey's Dark Chocolate party-size bag (29 oz → 23.9 oz). Each one on this page links to the consumer agency, consumer advocate or news report that recorded the change.

What is the most famous example of shrinkflation?

Toblerone in the UK in 2016 is the best known: the 170 g bar became 150 g by widening the gaps between the peaks, and the 400 g bar became 360 g. Charmin and Cottonelle toilet paper, Doritos bags and Cadbury chocolate are other examples that drew wide press coverage.

Which products shrink the most?

Chocolate and candy, breakfast cereals, coffee, chips and toilet paper come up most often in our library. The median cut among the examples on this page is 11.6%, which is a 13.2% hidden price rise per unit if the price stayed the same.

Is there a full shrinkflation list?

Yes. This page picks well-known examples. The full list of 713 documented cases is on known cases, by year in the shrinkflation lists from 2020 to 2026, and as a free CSV/JSON download on open data.

How do I know these examples are real?

Every example comes from a source we fetched and checked: consumer agencies such as Which?, CHOICE, Consumer NZ and Verbraucherzentrale Hamburg, the Mouse Print* archive, and news investigations. Each case page quotes the source and links it. If we cannot verify a reported shrink, we leave it out.