Shrinkflation: Less chips in the same bag?
When smaller packages cost more, customers can grow angry at the quiet change
COVER: Shrinkflation is a tactic used by companies to reduce product but keep prices the same. (Jing-Syuan Chang)
Rising prices and shrinking portions frustrate consumers across the Lower Mainland.
As the cost of living continues to increase, many residents are noticing they are paying more for less — particularly with food.
“Shrinkflation” is a tactic companies use to cut portion sizes while keeping prices the same or even raising them.
From smaller snack packages to reduced meal portions at restaurants, consumers are frustrated by the change. Everyday items like coffee, takeout, and groceries no longer feel worth the price, forcing us to rethink spending habits.
Businesses, however, face their own pressures, including higher supply costs, labour, and market competition.
The result is growing frustration on both sides, as customers feel the impact on their wallets while businesses try to stay afloat.
Oftentimes, companies change portion sizes without notifying customers by reducing product while keeping packaging, branding, and pricing similar. This makes changes less noticeable to consumers.
When communication does occur, it’s often indirect, such as small print changes or revised net weight labels.
Companies adjust portion sizes instead of raising prices directly because of economic pressure and consumer psychology. They aim to protect profit margins while avoiding noticeable price increases that could reduce demand
Besides getting fewer chips (heartbreaking, I know) — what can actually be done about this?
Governments could require clearer communication when product sizes change.
For example, labels could clearly state when a product has been reduced in size so consumers can easily recognize the difference. This would help people better understand what they’re actually buying instead of relying only on packaging.
Stores can also improve transparency by making unit pricing more visible, like including the cost per gram — making it easier to compare products. This helps consumers see whether they’re truly getting less value for the same price.
While it’s a legal and widely-used response to economic pressures, shrinkflation raises questions about fairness and transparency.
Inflation is not only experienced through higher prices, but also from a gradual and less visible cut in value, where consumers pay the same amount but receive less over time.
