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Store-brand shrinkflation: do Kirkland, Great Value and Aldi shrink too?

By ShrinkRadar · Updated 2026-10-19 · Every figure comes from a sourced case

Yes. Store brands shrink too. Our library has 85 documented cuts to supermarkets' and drugstores' own-label packs from 16 retailers in Germany, the Netherlands, the US, Australia and the UK, 2009–2026: 10% of our 833 cases. The median own-brand pack lost 18.5%, a 22.7% hidden price rise per unit at the same shelf price. The biggest was Wonnemeyer Rote Grütze (Aldi), 1000 g → 500 g (−50.0%). Where the source recorded both prices (65 cases), 65 got more expensive per unit. With a store brand the retailer sets the pack, so these are the shop's own decisions.

Store Brand Facts

Do store brands shrink?Yes

Documented own-brand cases85

Retailers16

Countries🇩🇪 🇳🇱 🇺🇸 🇦🇺 🇬🇧

Median cut−18.5%

Hidden rise per unit at the same price (median)+22.7%

Biggest cut−50.0%

Pricier per unit (of 65 priced)65

Share of all documented cases: 10.2%. The rest are name brands.

Own-brand shrinkflation by retailer

Retailer	Cases	Median cut	Biggest cut
Aldi 🇦🇺 🇩🇪 🇳🇱 · Aldi, Biscotto, Gourmet, Lyttos	17	−25.0%	−50.0%
Rewe and Penny 🇩🇪 · Rewe, Penny, Naturgut, Sensitiv	11	−20.0%	−37.5%
Albert Heijn 🇳🇱 · AH	10	−6.4%	−20.0%
Edeka 🇩🇪 · Gut & Günstig, Edeka, Ringsalami	8	−22.5%	−33.3%
Walmart 🇺🇸 · Great Value, Equate, Walmart	7	−15.0%	−28.6%
dm 🇩🇪 · Alverde, Balea, Dein Bestes, Denkmit	5	−37.5%	−50.0%
Jumbo 🇳🇱 · Jumbo	5	−16.7%	−35.1%
Costco 🇺🇸 · Kirkland	4	−11.1%	−19.8%
Lidl 🇩🇪 · Chef Select, Combino, Freeway, Primadonna	4	−26.7%	−33.3%
Rossmann 🇩🇪 · Alouette, Babydream, EnerBIO, Fusswohl	4	−14.2%	−25.0%
Woolworths (Australia) 🇦🇺 · Woolworths	4	−13.4%	−25.0%
Coles 🇦🇺 · Coles	2	−9.5%	−11.6%
Netto Marken-Discount 🇩🇪 · Carat	1	−20.0%	−20.0%
Publix 🇺🇸 · Publix	1	−9.3%	−9.3%
Sainsbury's 🇬🇧 · Sainsbury's	1	−50.0%	−50.0%
Stop & Shop 🇺🇸 · Stop & Shop	1	−20.0%	−20.0%

Aldi Rewe Albert Heijn Edeka Walmart dm Jumbo Costco Lidl Rossmann Woolworths More retailers FAQ

Aldi

Aldi sells mostly its own labels. Aldi Nord and Aldi Süd are separate companies in Germany; Aldi Australia belongs to Aldi Süd. 17 documented own-brand cases.

Product	Size	Cut	Hidden rise
Aldi Dairy Fine Milk mini eggs Aldi · 🇦🇺 AU · 2025	400 g → 300 g	−25.0%	+33.3%
Gourmet Eierlikör-Sahnetorte Gourmet · 🇩🇪 DE · 2025	880 g → 700 g	−20.5%	+25.7%
Biscotto Waffelblättchen mit Zartbitterschokolade Biscotto · 🇩🇪 DE · 2024	200 g → 100 g	−50.0%	+100.0%
Aldi Thee biscuits Aldi · 🇳🇱 NL · 2024	370 g → 300 g	−18.9%	+23.3%
Aldi Kringle & Co iced Christmas cake Aldi · 🇦🇺 AU · 2024	100 g → 90 g	−10.0%	+11.1%

All 17 Aldi store-brand cases →

Rewe and Penny

Rewe Group runs Rewe supermarkets and the discounter Penny. Own labels include Rewe Bio, Rewe Beste Wahl, Rewe frei von and Naturgut (Penny). 11 documented own-brand cases.

Product	Size	Cut	Hidden rise
Rewe frei von Landbrot Rewe · 🇩🇪 DE · 2026	400 g → 250 g	−37.5%	+60.0%
Rewe Bio Mini-Salami Rewe · 🇩🇪 DE · 2026	25 g → 20 g	−20.0%	+25.0%
Naturgut Bio Steinofen-Pizza Spinat-Feta Naturgut · 🇩🇪 DE · 2026	410 g → 340 g	−17.1%	+20.6%
Rewe Beste Wahl Piri Piri Rewe · 🇩🇪 DE · 2025	95 g → 60 g	−36.8%	+58.3%
Rewe Beste Wahl Schnitzel vegan Rewe · 🇩🇪 DE · 2023	500 g → 400 g	−20.0%	+25.0%

All 11 Rewe store-brand cases →

Albert Heijn

Albert Heijn is the biggest Dutch supermarket chain; its own label is AH. 10 documented own-brand cases.

Product	Size	Cut	Hidden rise
AH verse pizza Amerikaans spicy salami AH · 🇳🇱 NL · 2026	485 g → 450 g	−7.2%	+7.8%
AH verse pizza Amerikaans cheese onion AH · 🇳🇱 NL · 2026	490 g → 460 g	−6.1%	+6.5%
AH verse pizza salami pesto AH · 🇳🇱 NL · 2026	541 g → 433 g	−20.0%	+24.9%
AH verse pizza bianca AH · 🇳🇱 NL · 2026	418 g → 408 g	−2.4%	+2.5%
AH ube witte choco cookie AH · 🇳🇱 NL · 2026	100 g → 95 g	−5.0%	+5.3%

All 10 Albert Heijn store-brand cases →

Edeka

Edeka is Germany's biggest grocer. Gut & Günstig is its budget label. 8 documented own-brand cases.

Product	Size	Cut	Hidden rise
Edeka Herzstücke Hearts & Hoops Edeka · 🇩🇪 DE · 2026	500 g → 375 g	−25.0%	+33.3%
Gut & Günstig Italienische Limone Gut & Günstig · 🇩🇪 DE · 2026	62.5 g → 50 g	−20.0%	+25.0%
Gut & Günstig Big Choc Schoko Gut & Günstig · 🇩🇪 DE · 2025	720 ml → 600 ml	−16.7%	+20.0%
Gut & Günstig Sahne-Geschnetzeltes nach Schweizer Art Gut & Günstig · 🇩🇪 DE · 2024	500 g → 450 g	−10.0%	+11.1%
Gut & Günstig Aktiv Vollwaschmittel Gut & Günstig · 🇩🇪 DE · 2023	1.49 l → 1.1 l	−25.9%	+35.0%

All 8 Edeka store-brand cases →

Walmart

Walmart's store brands include Great Value (groceries, paper goods) and Equate (health and beauty). 7 documented own-brand cases.

Product	Size	Cut	Hidden rise
Great Value Honey BBQ corn chips Great Value · 🇺🇸 US · 2026	10 oz → 9.25 oz	−7.5%	+8.1%
Great Value ground coffee can Great Value · 🇺🇸 US · 2026	11.3 oz → 9.6 oz	−15.0%	+17.7%
Great Value Ultra Strong toilet paper, 12 mega rolls Great Value · 🇺🇸 US · 2024	286 sheets/roll → 242 sheets/roll	−15.4%	+18.2%
Great Value Ultra Strong paper towels, 6 double rolls Great Value · 🇺🇸 US · 2024	120 sheets/roll → 110 sheets/roll	−8.3%	+9.1%
Equate Liquid Hand Soap Equate · 🇺🇸 US · 2023	56 oz → 50 oz	−10.7%	+12.0%

All 7 Walmart store-brand cases →

dm

dm is Germany's biggest drugstore chain. Its own labels include Balea, Alverde, Denkmit, Ebelin and Dein Bestes. 5 documented own-brand cases.

Product	Size	Cut	Hidden rise
Alverde Naturkosmetik Mineral Puder Alverde · 🇩🇪 DE · 2024	10 g → 5 g	−50.0%	+100.0%
Balea Leichte Bodylotion Balea · 🇩🇪 DE · 2022	500 ml → 400 ml	−20.0%	+25.0%
Denkmit Weichspüler Himmlische Frische Denkmit · 🇩🇪 DE · 2021	1.5 l → 1 l	−33.3%	+50.0%
Dein Bestes Katzenfutter-Senior Dein Bestes · 🇩🇪 DE · 2020	750 g → 450 g	−40.0%	+66.7%
Ebelin Nagellack Entferner Acetonfrei, Aloe Vera Duft Ebelin · 🇩🇪 DE · 2020	200 ml → 125 ml	−37.5%	+60.0%

All 5 dm store-brand cases →

Jumbo

Jumbo is the second-biggest Dutch supermarket chain. 5 documented own-brand cases.

Product	Size	Cut	Hidden rise
Jumbo Italiaanse lasagne verspakket 4 personen Jumbo · 🇳🇱 NL · 2026	1170 g → 1120 g	−4.3%	+4.5%
Jumbo Macadamiamix Gezouten Jumbo · 🇳🇱 NL · 2026	130 g → 100 g	−23.1%	+30.0%
Jumbo Chocs Almond-ijsjes (6-pack, per item) Jumbo · 🇳🇱 NL · 2025	120 ml → 100 ml	−16.7%	+20.0%
Jumbo diepvriescroissants Jumbo · 🇳🇱 NL · 2024	370 g → 240 g	−35.1%	+54.2%
Jumbo Ananas stukjes Jumbo · 🇳🇱 NL · 2024	200 g → 175 g	−12.5%	+14.3%

All 5 Jumbo store-brand cases →

Costco

Costco's store brand is Kirkland Signature. 4 documented own-brand cases.

Product	Size	Cut	Hidden rise
Kirkland fabric softener Kirkland · 🇺🇸 US · 2026	187 fl oz → 150 fl oz	−19.8%	+24.7%
Costco-Kirkland Toilet Paper Kirkland · 🇺🇸 US · 2021	425 sheets → 380 sheets	−10.6%	+11.8%
Kirkland Signature (Costco) paper towels Kirkland · 🇺🇸 US · 2010	96.2 sq ft → 85 sq ft	−11.6%	+13.2%
Kirkland tuna (Costco) Kirkland · 🇺🇸 US · 2009	7 oz → 6.5 oz	−7.1%	+7.7%

All 4 Costco store-brand cases →

Lidl

Lidl's own labels include Freeway, Combino, Primadonna and Chef Select. 4 documented own-brand cases.

Product	Size	Cut	Hidden rise
Freeway Iso Tonic Freeway · 🇩🇪 DE · 2025	750 ml → 500 ml	−33.3%	+50.0%
Primadonna natives Olivenöl extra aus Griechenland Primadonna · 🇩🇪 DE · 2024	750 ml → 500 ml	−33.3%	+50.0%
Combino Pasta Sauce Bolognese Combino · 🇩🇪 DE · 2024	400 ml → 360 ml	−10.0%	+11.1%
Chef Select Salat Budapester Art Chef Select · 🇩🇪 DE · 2023	250 g → 200 g	−20.0%	+25.0%

All 4 Lidl store-brand cases →

Rossmann

Rossmann is a German drugstore chain. Its own labels include Babydream, EnerBIO, Alouette and Fusswohl. 4 documented own-brand cases.

Product	Size	Cut	Hidden rise
Fusswohl Fussbutter Sheabutter & Avocadoöl Fusswohl · 🇩🇪 DE · 2024	200 ml → 150 ml	−25.0%	+33.3%
Alouette Feuchtes Toilettenpapier Deluxe Alouette · 🇩🇪 DE · 2021	60 pieces → 50 pieces	−16.7%	+20.0%
EnerBIO Erbeere Fruchtaufstrich EnerBIO · 🇩🇪 DE · 2020	340 g → 300 g	−11.8%	+13.3%
Babydream Pflegetücher Babydream · 🇩🇪 DE · 2020	100 pieces → 90 pieces	−10.0%	+11.1%

All 4 Rossmann store-brand cases →

Woolworths (Australia)

Woolworths is Australia's biggest supermarket chain. 4 documented own-brand cases.

Product	Size	Cut	Hidden rise
Woolworths Rocky Road tarts Woolworths · 🇦🇺 AU · 2024	240 g → 180 g	−25.0%	+33.3%
Woolworths Salted Caramel tarts Woolworths · 🇦🇺 AU · 2024	210 g → 180 g	−14.3%	+16.7%
Woolworths original salted corn chips Woolworths · 🇦🇺 AU · 2024	200 g → 175 g	−12.5%	+14.3%
Woolworths Max Charge cereal Woolworths · 🇦🇺 AU · 2024	560 g → 495 g	−11.6%	+13.1%

All 4 Woolworths store-brand cases →

More retailers

Retailers with fewer than 4 documented own-brand cases so far.

Product	Size	Cut	Hidden rise
Stop & Shop instant oatmeal packets Stop & Shop · 🇺🇸 US · 2026	10 packets → 8 packets	−20.0%	+25.0%
Carat Salat-Fix Kräuter italienischer Art Carat · 🇩🇪 DE · 2026	10 g → 8 g	−20.0%	+25.0%
Coles Mighty Grain cereal Coles · 🇦🇺 AU · 2024	560 g → 495 g	−11.6%	+13.1%
Coles corn flakes Coles · 🇦🇺 AU · 2024	475 g → 440 g	−7.4%	+8.0%
Sainsbury's Scottish Oats Sainsbury's · 🇬🇧 UK · 2023	1000 g → 500 g	−50.0%	+100.0%
Publix store-brand baby shampoo Publix · 🇺🇸 US · 2020	15 oz → 13.6 oz	−9.3%	+10.3%

How we decide what counts as a store brand

A case counts when the source shows it is the retailer's own label: the brand is the retailer's name (AH, Woolworths, Aldi), the maker recorded by the source is the retailer itself (Verbraucherzentrale Hamburg lists, for example, “Edeka Zentrale” or “REWE Group”), or the label is a well-known exclusive brand (Kirkland Signature at Costco, Great Value and Equate at Walmart). Name-brand packs that a source merely found in a store are listed separately on each retailer page.

Name brands: best-known examples · worst offenders · all brands. Charts: shrinkflation statistics. Data: download all 833 cases.

FAQ

Do store brands shrink too?

Yes. ShrinkRadar has 85 documented cases of supermarket and drugstore own-label packs getting smaller (2009–2026), from 16 retailers in Germany, the Netherlands, the US, Australia and the UK. The median cut is 18.5%, the same kind of hidden price rise as with name brands.

Which retailers' own brands shrank most often?

In our library: Aldi (17), Rewe and Penny (11), Albert Heijn (10), Edeka (8), Walmart (7), dm (5), Jumbo (5), Costco (4). This counts reported cases, so it follows where consumer agencies look (Germany and the Netherlands publish full lists), not a rate.

What is the biggest store-brand shrink?

Wonnemeyer Rote Grütze (Aldi), 1000 g → 500 g (−50.0%, Germany, 2022).

Did Costco's Kirkland Signature shrink?

Yes. We have 4 documented Costco own-brand cases, for example Kirkland fabric softener (187 fl oz → 150 fl oz, 2026).

Did Walmart's store brand shrink?

Yes. We have 7 documented Walmart own-brand cases, for example Great Value Ultra Strong paper towels (168 sheets/roll → 120 sheets/roll, 2023).

Did Aldi's store brand shrink?

Yes. We have 17 documented Aldi own-brand cases, for example Wonnemeyer Rote Grütze (Aldi) (1000 g → 500 g, 2022).

Who decides the size of a store-brand pack?

The retailer. Store brands are made to the retailer's order and sold under its label, so there is no outside brand to blame for a smaller pack.

Are store brands still the better deal?

Often, per unit, but check: a store-brand pack can shrink just like a name brand. Compare the unit price on the shelf tag, or put both packs into the unit price calculator.