Have you ever come home from a long day, plopped down on the couch, scrolled through TikTok, and reached for a bag of chips, only to notice it feels smaller, like you’re getting less food for the same price? This phenomenon is real and has a name: shrinkflation. It’s when companies reduce the amount of product in a package while keeping, or even raising, its price. Shrinkflation has become a growing concern as it quietly increases living costs, affects consumer trust, and reflects larger economic trends.

So, what causes shrinkflation? One major reason is rising production costs, including higher prices for transportation, labor, and raw materials. When it costs more to make a product, companies are often forced to choose between raising prices and putting less product in the package. Another factor is inflation and the economic pressure it adds. Shrinkflation allows companies to maintain profit margins (the percentage of revenue kept as profit) without directly increasing price, a strategy that works because consumers notice price hikes more readily than smaller product sizes.

There have been plenty of real-world examples of shrinkflation in recent years. A large fry at McDonald’s used to weigh about 6 ounces, but now it’s closer to 5 ounces. A large bottle of Simply Orange Juice has shrunk from 52 ounces to 46 ounces. Even a bag of Kettle Brand Crinkle Cut Chips went from 7.5 ounces to just 5 ounces. These examples show how widespread shrinkflation has become in the past few years alone.

Shrinkflation has several effects on consumers, even if they’re not immediately obvious. People end up paying more per unit without realizing it, damaging trust between brands and consumers and leaving people feeling misled. Subtle changes in product size can make budgeting harder, as it’s more difficult to predict spending when costs rise quietly. Over time, this can also affect the market, as consumers may switch brands in response, leading to potential losses for companies that rely on shrinkflation to stay afloat.

So, how can consumers respond? While we can’t always control the size of the products companies sell, we can become more aware of changes and thus make informed choices. Reading labels and comparing ounces/grams per package is one step. Collective action through consumer advocacy, social media campaigns, or boycotts can also push companies toward increased transparency. Shrinkflation may seem minor, but its cumulative impact on both consumers and the market is significant. If buyers stay informed and demand honesty, companies may be pressured to prioritize fairness over short term profits.