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Did dm's dm own-brand products shrink?
By ShrinkRadar · Updated 2026-10-19 · Every figure comes from a sourced case
Yes. dm own-brand packs have shrunk. We have 5 documented cases from 2020–2024 in Germany, from Alverde, Balea, Dein Bestes, Denkmit and Ebelin. The median pack lost 37.5% (a 60.0% hidden price rise per unit at the same price). The biggest cut was Alverde Naturkosmetik Mineral Puder, 10 g → 5 g (−50.0%). Where the source recorded both shelf prices (5 cases), 5 got more expensive per unit. dm is Germany's biggest drugstore chain. Its own labels include Balea, Alverde, Denkmit, Ebelin and Dein Bestes.
Check any pack with the shrinkflation calculator, or compare it with the name brand in the unit price calculator.
All 5 dm own-brand cases
Newest first. “Hidden rise” is the extra you pay per unit if the shelf price stays the same. Where the source also recorded the shelf price, the last column gives the real change per unit.
| Product | Size | Cut | Price · real change per unit |
|---|---|---|---|
| Alverde Naturkosmetik Mineral Puder Alverde · 🇩🇪 DE · 2024 | 10 g → 5 g | −50.0% | 3,95 € → 3,95 € +100.0% |
| Balea Leichte Bodylotion Balea · 🇩🇪 DE · 2022 | 500 ml → 400 ml | −20.0% | 0,95 € → 0,85 € +11.8% |
| Denkmit Weichspüler Himmlische Frische Denkmit · 🇩🇪 DE · 2021 | 1.5 l → 1 l | −33.3% | 0,95 € → 0,95 € +50.0% |
| Dein Bestes Katzenfutter-Senior Dein Bestes · 🇩🇪 DE · 2020 | 750 g → 450 g | −40.0% | 1,79 € → 1,45 € +35.0% |
| Ebelin Nagellack Entferner Acetonfrei, Aloe Vera Duft Ebelin · 🇩🇪 DE · 2020 | 200 ml → 125 ml | −37.5% | 0,95 € → 0,65 € +9.5% |
dm own labels with documented cuts
Name brands that shrank at dm
These are other companies' brands. The source recorded dm as the store where it found the smaller pack; the maker, not dm, set the size. 8 cases.
| Product | Size | Cut |
|---|---|---|
| Neutrogena Body Lotion Gel Hydro Boost Neutrogena · 🇩🇪 DE · 2024 | 400 ml → 250 ml | −37.5% |
| Hipp Frucht & Getreide Himbeere in Apfel mit Dinkelgrieß Hipp · 🇩🇪 DE · 2023 | 190 g → 160 g | −15.8% |
| Sheba Filets Natürliches Huhn Sheba · 🇩🇪 DE · 2022 | 80 g → 60 g | −25.0% |
| Vionell Geruchs-Block Intim Deo Vionell · 🇩🇪 DE · 2022 | 150 ml → 125 ml | −16.7% |
| Pampers Pants Baby Dry 4 Pampers · 🇩🇪 DE · 2022 | 32 pieces → 27 pieces | −15.6% |
| Beba Junior Beba · 🇩🇪 DE · 2021 | 8347 ml → 5797 ml | −30.5% |
| Garnier Mizellen Reinigungswasser All-in-1 Normale Haut Garnier · 🇩🇪 DE · 2021 | 400 ml → 375 ml | −6.2% |
| Sante Jeden Tag Shampoo Apfel Quitte Sante · 🇩🇪 DE · 2020 | 300 ml → 250 ml | −16.7% |
How to check a dm pack
- Read the net quantity (weight, volume, sheets or count) on the label, not the size of the box.
- Use the unit price on the shelf tag to compare the store brand with the name brand next to it. Own labels are often cheaper per unit, but a shrink can close the gap.
- Compare against an old receipt or photo if you buy the same dm item every week.
- Report it: submit a sighting with the old and new size.
Other store brands: Aldi · Rewe · Albert Heijn · Edeka · Walmart · Jumbo · Costco · Lidl · Rossmann · Woolworths. All retailers: store-brand shrinkflation. By country: Germany. More: best-known examples · worst offenders · all 833 cases.
FAQ
Does dm shrink its own-brand products?
Yes. ShrinkRadar has 5 documented cases of dm own-brand packs getting smaller (2020–2024). The biggest: Alverde Naturkosmetik Mineral Puder, 10 g → 5 g (−50.0%).
Which dm products got smaller?
Most recently reported: Alverde Naturkosmetik Mineral Puder: 10 g → 5 g (2024); Balea Leichte Bodylotion: 500 ml → 400 ml (2022); Denkmit Weichspüler Himmlische Frische: 1.5 l → 1 l (2021); Dein Bestes Katzenfutter-Senior: 750 g → 450 g (2020); Ebelin Nagellack Entferner Acetonfrei, Aloe Vera Duft: 200 ml → 125 ml (2020).
How much smaller did dm own-brand packs get?
The median documented cut is 37.5%, a 60.0% hidden price rise per unit if the shelf price stays the same. Where the source recorded the price before and after (5 cases), 5 got more expensive per unit.
Do name brands shrink at dm too?
Yes. Sources recorded 8 other name-brand packs that shrank and were found at dm. The brand's maker sets those sizes; the store is just where the pack was found.
Who decides the pack size of a dm store brand?
The retailer. A store brand is made to the retailer's order and sold under its own label, so a smaller dm own-brand pack is dm's decision, not an outside brand's.
Who reported these dm cases?
vzhh.de. Each case page quotes and links its source.