Guides / Store brands / Walmart
Did Walmart's Great Value and Equate shrink?
By ShrinkRadar · Updated 2026-10-19 · Every figure comes from a sourced case
Yes. Walmart own-brand packs have shrunk. We have 7 documented cases from 2021–2026 in the US, from Great Value, Equate and Walmart. The median pack lost 15.0% (a 17.7% hidden price rise per unit at the same price). The biggest cut was Great Value Ultra Strong paper towels, 168 sheets/roll → 120 sheets/roll (−28.6%). Where the source recorded both shelf prices (2 cases), 2 got more expensive per unit. Walmart's store brands include Great Value (groceries, paper goods) and Equate (health and beauty).
Check any pack with the shrinkflation calculator, or compare it with the name brand in the unit price calculator.
All 7 Walmart 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 |
|---|---|---|---|
| Great Value Honey BBQ corn chips Great Value · 🇺🇸 US · 2026 | 10 oz → 9.25 oz | −7.5% | — |
| Great Value ground coffee can Great Value · 🇺🇸 US · 2026 | 11.3 oz → 9.6 oz | −15.0% | — |
| Great Value Ultra Strong toilet paper, 12 mega rolls Great Value · 🇺🇸 US · 2024 | 286 sheets/roll → 242 sheets/roll | −15.4% | $10.73 → $12.48 +37.5% |
| Great Value Ultra Strong paper towels, 6 double rolls Great Value · 🇺🇸 US · 2024 | 120 sheets/roll → 110 sheets/roll | −8.3% | $8.42 → $8.97 +16.2% |
| Equate Liquid Hand Soap Equate · 🇺🇸 US · 2023 | 56 oz → 50 oz | −10.7% | — |
| Great Value Ultra Strong paper towels Great Value · 🇺🇸 US · 2023 | 168 sheets/roll → 120 sheets/roll | −28.6% | — |
| Walmart Chicken Caesar Salad Walmart · 🇺🇸 US · 2021 | 14.4 oz → 12.1 oz | −15.8% | — |
Walmart own labels with documented cuts
Name brands that shrank at Walmart
LendingTree compared Walmart.com listings from 2019/20 (via the Wayback Machine) with 2024. These are other companies' brands: the maker sets the size, Walmart is where the packs were sold. 26 cases, the newest 15 shown.
| Product | Size | Cut |
|---|---|---|
| Angel Soft toilet paper, 12 mega rolls Angel Soft · 🇺🇸 US · 2024 | 429 sheets/roll → 320 sheets/roll | −25.4% |
| FunPops freeze pops, 36 count FunPops · 🇺🇸 US · 2024 | 90 oz → 72 oz | −20.0% |
| Bounty Select-A-Size paper towels, 8 triple rolls Bounty · 🇺🇸 US · 2024 | 165 sheets/roll → 135 sheets/roll | −18.2% |
| Quilted Northern Ultra Plush toilet paper, 18 mega rolls Quilted Northern · 🇺🇸 US · 2024 | 308 sheets/roll → 255 sheets/roll | −17.2% |
| Folgers classic roast ground coffee Folgers · 🇺🇸 US · 2024 | 48 oz → 40.3 oz | −16.0% |
| Charmin Ultra Strong toilet paper, 24 mega rolls Charmin · 🇺🇸 US · 2024 | 286 sheets/roll → 242 sheets/roll | −15.4% |
| Party-size sour cream and onion Lay's Lay's · 🇺🇸 US · 2024 | 14.8 oz → 12.5 oz | −15.3% |
| Party-size Cheetos Cheetos · 🇺🇸 US · 2024 | 17.5 oz → 15 oz | −14.3% |
| Cottonelle Ultra Comfort toilet paper, 12 mega rolls Cottonelle · 🇺🇸 US · 2024 | 284 sheets/roll → 244 sheets/roll | −14.1% |
| Charmin Ultra Soft toilet paper, 12 mega rolls Charmin · 🇺🇸 US · 2024 | 284 sheets/roll → 244 sheets/roll | −14.1% |
| Sparkle Pick-A-Size paper towels, 8 double rolls Sparkle · 🇺🇸 US · 2024 | 126 sheets/roll → 110 sheets/roll | −12.7% |
| Party-size Reese's miniatures Reese's · 🇺🇸 US · 2024 | 40 oz → 35.6 oz | −11.0% |
| Party-pack Rolo chewy caramels Rolo · 🇺🇸 US · 2024 | 40 oz → 35.6 oz | −11.0% |
| Party-pack Hershey's miniatures assortment Hershey's · 🇺🇸 US · 2024 | 40 oz → 35.9 oz | −10.3% |
| Family-size Frosted Flakes Frosted Flakes · 🇺🇸 US · 2024 | 24 oz → 21.7 oz | −9.6% |
How to check a Walmart 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 Walmart item every week.
- Report it: submit a sighting with the old and new size.
Other store brands: Aldi · Rewe · Albert Heijn · Edeka · dm · Jumbo · Costco · Lidl · Rossmann · Woolworths. All retailers: store-brand shrinkflation. By country: United States. More: best-known examples · worst offenders · all 833 cases.
FAQ
Does Walmart shrink its own-brand products?
Yes. ShrinkRadar has 7 documented cases of Walmart own-brand packs getting smaller (2021–2026). The biggest: Great Value Ultra Strong paper towels, 168 sheets/roll → 120 sheets/roll (−28.6%).
Which Walmart products got smaller?
Most recently reported: Great Value Honey BBQ corn chips: 10 oz → 9.25 oz (2026); Great Value ground coffee can: 11.3 oz → 9.6 oz (2026); Great Value Ultra Strong toilet paper, 12 mega rolls: 286 sheets/roll → 242 sheets/roll (2024); Great Value Ultra Strong paper towels, 6 double rolls: 120 sheets/roll → 110 sheets/roll (2024); Equate Liquid Hand Soap: 56 oz → 50 oz (2023).
How much smaller did Walmart own-brand packs get?
The median documented cut is 15.0%, a 17.7% hidden price rise per unit if the shelf price stays the same. Where the source recorded the price before and after (2 cases), 2 got more expensive per unit.
Do name brands shrink at Walmart too?
Yes. Sources recorded 26 other name-brand packs that shrank and were found at Walmart (most from LendingTree's comparison of Walmart.com listings). The brand's maker sets those sizes; the store is just where the pack was found.
Who decides the pack size of a Walmart store brand?
The retailer. A store brand is made to the retailer's order and sold under its own label, so a smaller Walmart own-brand pack is Walmart's decision, not an outside brand's.
Who reported these Walmart cases?
thecooldown.com, mouseprint.org, lendingtree.com, usw.org. Each case page quotes and links its source.