- "Shrinkflation" is when brands charge the same amount for less product.
- It's a sneaky way for brands to hide growing prices and avoid product price hikes.
TikTokers are making videos calling out their favorite brands for charging the same price for less product.
It's called "shrinkflation" — the practice of reducing the size of a product while keeping the product price the same — and it's affecting everything from toilet paper and shampoo to ice cream and candy bars.
Not surprisingly, it's become a popular topic on Tiktok, where videos related to shrinkflation have garnered a combined 245.9 million views. People are spending more than ever on everyday items. According to data from the Bureau of Labor Statistics, consumer food prices have jumped by 10.9% over the past year, but with shrinkflation, they're also getting less than they're used to.
TikTok user @addison.jarman posted a video that has over 500,000 views explaining shrinkflation, where she said, "The price may be the same, but the box is getting smaller. When the price of item goes up, most of us will notice right away, but when the price stays the same, we may not pick up that there's a little bit less in the box."
In one example, Jarman compared two nearly identical boxes of chicken and cheese taquitos from El Monterey Foods. She noted that the company used to include 21 taquitos per package, but now only included 20 per box. El Monterey Foods did not immediately respond to a request for comment.
@addison.jarman hi, now more than ever its sooo important to learn about finances #shrinkflation #addisontaughtme ♬ original sound - Addison Jarman
Another TikToker, who goes by the username @invasivespeciesguy, posted a video on June 2 that received nearly 300,000 views about Quaker granola bars, where he laid two side-by-side.
He said he bought one 26-gram bar a week prior for $1.90 and compared it to a bar purchased that day for more than $2 but weighed two grams less. Pepsi Co., which owns Quaker, did not immediately respond to a request for comment.
A video by @bradridler posted on August 27 showed two cans of Campbell's soup on a supermarket store shelf, where one can looks taller. Text on the video said, "They made the soup can taller so you don't notice it's less!"
The video zoomed in on the cans, where the shorter can contained 540ml of soup while the taller can contained 515ml of soup. The video received nearly 50,000 views. Campbell's did not immediately respond to a request for comment.
Though shrinkflation has been happening for a while, it is set to get worse as inflation drives up raw materials and labor costs.
@invasivespeciesguy Not my normal content. Just making people aware! #shrinkflation #groceries #canada #britishcolumbia #viral ♬ Sad Emotional Piano - DS Productions
Insider reporters Mary Meisenzahl and Grace Dean found that several everyday products, such as Doritos, Gatorade, paper towels, and chocolate have all shrunk in size.
Companies like Dominos are also using shrinkflation to minimize costs. In January, the pizza chain announced it would be decreasing the portion size of its $7.99 chicken wing menu item from 10 wings to eight. And user review website Yelp said in July that shoppers and diners had been posting reviews referencing smaller portion sizes as well.
TikTok isn't the only social media platform where shrinkflation has become a topic of discussion. A subreddit dedicated to shrinkflation pointing out examples of the tactic has nearly 5,000 members who post images and links to products they believe have been subject to shrinkflation, including laundry detergent, bottled water, toilet paper, and chocolate.
For more stories like this, check out coverage from Insider's Digital Culture team here.