Shrinkflation Lives On as Brands Tweak Products to Mask Price Pressures

As inflation begins to cool, a quieter cost-cutting tactic is heating up: shrinkflation. While prices may appear stable on store shelves, many companies are quietly reducing product sizes—offering less for the same price. From candy bars to tissue boxes, consumers are catching on and speaking out. Experts say brands are leaning into “price pack architecture,” a strategic repackaging approach that can disguise price hikes and appeal to shifting consumer habits, like waste reduction and portion control. But with inflation easing, some question how long this strategy can continue before it backfires with shoppers—or shareholders.