Have you noticed that your favorite snacks, cereals, or household staples don’t seem to last as long as they used to? You’re not imagining it. A growing number of well-known brands are shrinking their product sizes while keeping prices the same—or even raising them. This sneaky strategy is known as shrinkflation, and it’s hitting consumers hard in 2025. Here are five name brands that have quietly reduced their sizes, leaving shoppers paying more for less.
1. Gatorade: From 32 Ounces to 28 Ounces
Gatorade used to be the go-to 32-ounce thirst quencher for athletes and gym-goers alike. But in recent years, the company has quietly slimmed down its standard bottles to just 28 ounces—without a drop in price. That’s a 12.5% reduction in product, but many shoppers didn’t even notice the change at first because the bottle’s shape was redesigned to look taller and slimmer. While the brand cites “ergonomic improvements,” customers are left feeling like they’re being charged the same for noticeably less. It’s a classic case of shrinkflation hiding in plain sight.
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2. Doritos: Less Crunch in Every Bag
Open a bag of Doritos today and you’ll find fewer chips inside than you would have five years ago—even though the price has gone up. Frito-Lay, the company behind Doritos, confirmed that bags now contain fewer ounces to “keep up with rising costs.” A regular-size bag went from 9.75 ounces down to 9.25 ounces, which might not sound like much, but when prices stay the same or increase, that missing half-ounce adds up over time. Customers are especially frustrated because chip bags are already known for being half air. With shrinkflation, you’re paying for even more air and fewer chips.
3. Charmin: Fewer Sheets Per Roll
Toilet paper is one of the clearest examples of shrinkflation, and Charmin has been a repeat offender. In 2025, some of their “Mega Rolls” have quietly lost around 30–50 sheets per roll, depending on the variety. While the packaging still boasts “mega” or “ultra-soft,” consumers who count the sheets (or run out faster) are noticing the difference. Charmin has defended the move by pointing to material and supply chain costs. Still, for a basic necessity like toilet paper, losing product while paying the same—or more—feels especially frustrating.
4. General Mills Cereal: Smaller Boxes, Same Price
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Whether you’re a fan of Cheerios, Cinnamon Toast Crunch, or Lucky Charms, chances are you’ve bought a box of General Mills cereal. But if you’ve looked closely in recent months, you may have noticed the boxes are slimmer. Many General Mills cereals have quietly dropped from 19.3 ounces down to 18.1 ounces, all while maintaining—or increasing—the price tag. It’s a subtle reduction that most people don’t notice until their cereal runs out sooner than expected. Shrinkflation is especially frustrating in pantry staples, where shoppers rely on familiar sizing to meal plan and budget.
5. Crest Toothpaste: Down to 5 Ounces from 6.4
Even personal care items haven’t escaped the shrinkflation trend, and Crest toothpaste is a prime example. What used to be a 6.4-ounce standard tube has now become a 5-ounce one in many stores—sometimes even 4.8 ounces—without a proportionate price drop. The packaging looks nearly identical, so most shoppers don’t notice until they realize they’re replacing toothpaste more often. While Crest has also introduced new formulas and packaging, many consumers feel these are just distractions from what they’re losing. When it comes to health products, people want value—not downsized essentials.
Paying More, Getting Less—And Why It Matters
Shrinkflation isn’t just a clever marketing strategy—it’s a direct hit to your wallet. While companies often blame inflation, supply chain issues, or material costs, the fact remains: consumers are getting less for their money. The changes are subtle, but over time they add up in your grocery budget, especially for families buying the same items week after week. Worse, most shoppers don’t realize it’s happening until they compare sizes from older packages or notice their items disappearing faster. Being aware of these brand tactics is the first step toward smarter shopping.
Have you noticed shrinkflation in your favorite products lately? Share your findings—and frustrations—in the comments below!
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