1. Gatorade Bottles
Remember when Gatorade used to come in 32-ounce bottles? That size quietly shrank to 28 ounces in recent years, but the price stayed pretty much the same—or even went up in some places, according to Ben Gilbert, Mary Meisenzahl, and Grace Dean of Business Insider. It was such a subtle change that many shoppers didn’t even notice until they lined up old and new bottles side by side. Gatorade’s parent company, PepsiCo, said it was about making the bottle easier to grip, but most consumers weren’t buying that explanation.
The price per ounce crept higher, all while the product sat in the same spot on store shelves looking deceptively familiar. It’s a textbook case of “shrinkflation,” where the product gets smaller but the cost doesn’t shrink with it. Brands hope you won’t notice the change, and honestly, most of us didn’t until it was pointed out. Now that you know, it’s hard not to feel a little salty when hydrating after a workout.
2. Häagen-Dazs Ice Cream
If you’re a fan of premium ice cream, you might remember Häagen-Dazs coming in pint-sized containers—16 ounces of creamy indulgence. But that “pint” has quietly slimmed down to just 14 ounces, according to Cheryl Kochenderfer of The Takeout. It’s still sold in nearly identical-looking cartons, so unless you were weighing it out on a kitchen scale, it was easy to miss. The price, however, stayed as rich as the ice cream itself.
The company said the change helped them offset rising ingredient and transportation costs. But for customers, that means paying more for less dessert. When you break it down by the ounce, the cost of that after-dinner treat has gotten noticeably heftier. It’s enough to leave a bitter taste in your mouth—even if it’s vanilla bean.
3. Doritos
Doritos fans might’ve noticed their bags feeling a bit lighter lately—and no, it’s not just your imagination. In 2022, a standard bag went from 9.75 ounces to 9.25 ounces, with the price staying the same or even ticking up, according to Mike Pomranz of Food & Wine. That’s about five fewer chips per bag, give or take, depending on the flavor. Not a massive drop, but enough that loyal snackers started raising eyebrows.
Frito-Lay, the company behind Doritos, blamed inflation and supply chain costs. But it’s frustrating when you’re shelling out more for a bag that gets emptier with each purchase. It’s even more annoying when shrinkflation hits snack foods—we already feel a bit guilty, and now we’re getting shortchanged, too. Next time you reach into that bag, you might notice you hit the bottom faster than you used to.
4. Charmin Toilet Paper
Toilet paper math is notoriously confusing, but Charmin has really taken things to the next level. In recent years, they’ve cut down on sheet count per roll while still calling it “Mega” or even “Super Mega.” For example, a roll that used to have 264 sheets might now have just 224, according to Mark Dent of The Hustle. The size change is subtle, but your toilet paper supply runs out faster than it used to.
Procter & Gamble, Charmin’s parent company, says they’re still providing the same “value,” just in a slightly different format. But fewer sheets mean more frequent purchases, which adds up over time. Consumers started noticing this when their usual stockpile didn’t last quite as long. And when you’re paying more for what feels like less cushioning, it definitely stings.
5. Campbell’s Soup
You’d think soup would be safe, but even pantry staples like Campbell’s haven’t been immune to downsizing. Some of their “condensed” soup cans shrank from 10.75 ounces to around 10.5 ounces. It doesn’t sound like much, but it adds up, especially if you’re cooking for a family. And of course, prices kept climbing with no soup-sized break.
The company has claimed it’s about maintaining quality and managing ingredient costs. But customers who’ve relied on the same recipes for decades have started to notice those soups just don’t go as far. When a staple like tomato or chicken noodle quietly gets trimmed down, it disrupts the whole “comfort food” vibe. There’s just something off when you have to open two cans instead of one.
6. Tropicana Orange Juice
Tropicana’s iconic orange juice cartons used to contain a full 64 ounces—a true half-gallon. But in recent years, many cartons have been scaled back to 59 ounces. The packaging didn’t change much, so the size reduction was easy to overlook. Yet the price didn’t budge, and in many areas, it actually increased.
PepsiCo, which owns Tropicana, pointed to rising citrus prices and supply chain disruptions. Still, it’s hard not to feel a little duped when your breakfast staple has been sneakily slimmed down. Especially when your morning OJ costs the same but doesn’t last the whole week anymore. It’s a sour start to any day.
7. General Mills Cereal Boxes
Your favorite breakfast cereals have quietly undergone a shrinking act. Boxes of Cheerios, Cocoa Puffs, and Lucky Charms are noticeably lighter now than they were a few years ago. A family-size box that once held 19.3 ounces might now be closer to 18.1 ounces. It’s the same shelf space, same colorful design—just fewer loops and charms inside.
General Mills cited increased ingredient and labor costs as the reason behind the downsizing. But to consumers, it feels like getting less magic for more money. Kids might not notice the difference, but parents sure do when the box runs out faster. It’s another case of shrinkflation hitting right where it hurts—breakfast.
8. Nabisco’s Ritz Crackers
Ritz Crackers used to come in boxes with four sleeves, each packed full. Now, not only are there fewer crackers per sleeve, but the sleeves themselves are slightly smaller. The total weight of a box has dropped from 16 ounces to around 13.7 in many cases. Despite the slimmer count, the price hasn’t slimmed down at all.
Mondelez International, which owns Nabisco, chalked it up to increased production and wheat costs. But longtime Ritz fans feel the pinch when they can’t stretch a box through family snack time like they used to. You get the same iconic taste, just a bit less of it with every sleeve. It’s the kind of thing you only notice when your hand hits the bottom too soon.
9. Bounty Paper Towels
Bounty used to be “the quicker picker-upper,” but now it might be more accurate to call it the quicker run-out-er. Their rolls have gotten smaller, with fewer sheets per roll—while still claiming “Select-A-Size” and “Mega Roll” labels. A roll that once had 100 sheets may now only offer 80, but the packaging still looks robust. Unless you’re counting sheets, it’s easy to get fooled.
This tactic means shoppers often think they’re getting the same value, even though they’re not. Over time, it means going through rolls faster and making more frequent repurchases. All of that while paying more per pack. It’s paper-thin deception, but it adds up fast.
10. Folgers Coffee
Coffee lovers who rely on Folgers may have noticed their canisters aren’t lasting quite as long. A traditional 30.5-ounce container has shrunk to around 25.9 ounces in many stores. Oddly, the label still claims to make the same number of cups—up to 240. But that math doesn’t really add up for daily drinkers.
Smucker’s, which makes Folgers, says they’ve improved the roasting process so you use less grounds per brew. But not everyone agrees that the taste or volume has stayed consistent. Many have found themselves brewing through a container faster than expected. That morning caffeine habit just got sneakily more expensive.
11. Breyers Ice Cream
Breyers used to be one of the go-to budget-friendly ice creams in a full half-gallon size. But quietly over the years, the container dropped from 64 ounces to 48 ounces—a full quart less. You’d expect that kind of shrinkage from a gourmet brand, not a supermarket staple. And yet, the price didn’t get any sweeter.
They’ve also changed some recipes to include more air and less cream, which stretches the product even further. So not only are you getting less, but the texture may not be quite what you remember. This double whammy leaves loyal customers feeling cheated. It’s tough when even your nostalgic comfort desserts don’t go as far as they used to.
12. Dawn Dish Soap
Dish soap isn’t immune to shrinkflation either, and Dawn is a perfect example. A bottle that used to be 21.6 ounces might now be 18 or 19 ounces, depending on the formula. The company added messaging about “more grease-cleaning power” to suggest improved efficiency. But when you’re scrubbing pans nightly, the bottle runs out noticeably faster.
P&G, the parent company, says consumers get more use per ounce thanks to concentrated formulas. Still, the cost per ounce has gone up, which makes it feel like a downgrade. You’re paying more for a smaller bottle and hoping it works as well as promised. It’s a slippery change that many only catch when they’re restocking more often.
13. Hellmann’s Mayonnaise
Hellmann’s (or Best Foods, depending on your region) used to come in a standard 32-ounce jar. Many of those jars have quietly slimmed down to 30 ounces—or even 24 ounces for the “squeeze” bottle version. The jar looks the same from a glance, but the reduced contents mean sandwiches don’t stretch as far. Meanwhile, prices have edged up over the years.
Unilever, the brand’s owner, says it’s due to rising costs of ingredients like eggs and oil. That may be true, but customers feel the hit when they run out quicker during cookouts or packed-lunch weeks. Fewer sandwiches per jar means more frequent grocery runs. And there’s nothing comforting about that.
14. Thomas’ English Muffins
English muffins are another breakfast staple that have quietly slimmed down. While the package still holds six muffins, each individual muffin has gotten a bit thinner and lighter over time. The texture feels airier, and the calorie count has subtly dropped—signs of downsizing. But the price per pack hasn’t taken a similar dip.
Bimbo Bakeries, which owns the Thomas’ brand, hasn’t made a big fuss about the changes. Most customers don’t notice until they start comparing old packaging or older recipes. The issue is that you’re getting less bread per bite but still paying the full bakery price. That makes your morning avocado toast a little less satisfying.
15. Reese’s Peanut Butter Cups
Last but definitely not least: the mighty Reese’s cup. These beloved candies have quietly gotten smaller over the years, especially in seasonal varieties. The classic two-pack still looks the same, but the weight has dropped from around 1.6 ounces to closer to 1.5 or even 1.4 in some cases. You don’t notice it unless you’re a longtime fan—or a careful Halloween candy sorter.
Hershey has blamed rising ingredient and labor costs, but fans just see less chocolatey goodness per package. It’s frustrating because candy is supposed to be a treat, not a letdown. And when even Reese’s starts cutting corners, you know no snack is safe. Sweet, but slightly disappointing.
