Shrinkflation is rising in the US and UK, with products shrinking in size or quality while prices hold or increase.

Shrinkflation is widespread in the UK and US, with everyday products like toothpaste, chocolate, oats, and medicine shrinking in size or quality while prices stay the same or rise, according to consumer groups and industry data. Manufacturers cite soaring ingredient, energy, and transport costs—cocoa prices are at a 45-year high—as key reasons, forcing adjustments to packaging and recipes. Products such as KitKats, Gaviscon, and Aquafresh toothpaste now contain less despite unchanged or higher prices, leading to steep per-unit cost increases. Consumer advocates urge greater transparency, especially through clearer unit pricing, while shoppers adapt by switching to store brands or buying in bulk amid ongoing inflation pressures.