Chipotle, toilet paper makers bringing ‘shrinkflation’ to shoppers

The days of bigger candy bars and mega toilet paper rolls are gone. With record inflation comes “shrinkflation,” the term used when companies give you less product for the same price. Instead of more obviously passing on higher prices to customers in the sticker price, companies sneakily trim product quantities, hoping consumers won’t notice. But the widespread practice hitting shelves lately is too obvious for some to ignore. Here are some egregious examples in this week’s Five For Friday. 

#5: Snacks

Wheat Thins now pack 28 fewer crackers into a family-sized box, representing a 14% price increase. Pepsi-Co removed five whole chips from one of its Doritos packages, dropping the weight from 9.75 ounces to 9.25 ounces.

“Inflation is hitting everyone. We took just a little bit out of the bag so we can give you the same price and you can keep enjoying your chips,” a spokesman for the multinational snack-maker told Quartz.

#4: Bread and Cereal

It’s not that the yeast isn’t doing its job…bread packages really are getting smaller while costs stay the same. Bread and cereal manufacturers have used some of the sneakiest tactics in trying to fool the consumer, in some cases putting less product into bigger packaging. Unless you’re paying attention to unit size, it’s easy to miss.

https://twitter.com/PerezTwinning/status/1502469666865831944?s=20&t=qthrYs4ZIzDL09bHpEvAEw

#3: Toilet Paper

Trade website Consumer World uncovered that Cottonelle mega rolls downsized from 340 sheets to 312 sheets, following Charmin’s shrinkage from 264 to 244 double-ply sheets. Basically, it wasn’t your imagination. You really are going through those rolls more quickly.

#2: Tillamook Ice Cream 

The Oregon-based creamery actually owns up to the new portion size right on the website, asking its loyal customers, “Are your ice cream containers smaller now?”

While not pointing out the exact reasons, they do talk about supporting their farmer-owners “without sacrificing any of the quality components that got us here.”

#1: Chipotle

Hungry customers at the fast-casual Mexican chain have been complaining for months about slimmer bowls and burritos. The Twitterati have flooded @ChipotleTweets with images of the diminutive portions, and the company has responded by stating it has standard portion sizes. This one might be a blessing in disguise if it means our burritos are no longer bursting at the seams. 

#Shrinkflation is real @ChipotleTweets in Hauppague NY …. About 30% less weight at least. Asked for a discount and was told it couldn’t be done haha. pic.twitter.com/sUvP64nzu2

— ERIC (@MASKEDTRADES) August 30, 2021