Shrinkflation is a rise in the general price level of goods per unit weight or size, with a corresponding reduction in the weight or size of the item sold. Hence the price of the packaged product remains the same. This does not affect inflation measures such as the consumer price index or Retail Price Index, because there is no increase in the cost of a basket of retail goods and services.
In January 2009 Häagen-Dazs announced that it would be reducing the size of their ice cream cartons in the US from 16 US fl oz (470 ml) to 14 US fl oz (410 ml).
In March 2014 Coca-Cola reduced the size of their 2-litre bottle to 1.75 litres
Birds Eye potato waffles were reduced from a 12 pack to a 10 pack
PG Tips 80 teabags reduced in weight from 250g to 232g, while the price remained at £1.99
Kit Kat Chunky was reduced in weight from 48g to 40g, while the price remained at £0.60
In July 2015, a tub of Cadbury Roses which weighed 975g in 2011, was reduced to under 730g, while a tub of Cadbury Heroes was reduced 695g, however the price remained the same at around £9.
In 2016, Mondelez International again reduced the size of the UK 170 g Toblerone bar to 150 g, while the 400 g bar was reduced to 360 g. This was done by enlarging the gap between the chocolate triangles.