Why does everything at the grocery store feel smaller?

Because of shrinkflation: companies make products smaller or lighter while keeping the price the same, or raising it slowly enough that it’s easy to miss.

Why it happens:

• Costs go up for ingredients, labor, packaging, and shipping.
• A smaller package is less obvious than a price jump, so shoppers are less likely to notice.
• Brands often redesign packaging to hide the change, like taller boxes, thinner bags, or deeper bottle bottoms.

What to watch for:

• Fewer ounces, fewer sheets, or fewer chips
• Bigger-looking packaging that actually holds less
• “Same price” items that cost more per unit

Best defense: check the unit price on the shelf label, not just the sticker price. Store brands and bulk sizes often give better value, but check the math before buying.