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Shrinkflation–or a reduction in the size or quality of an item while keeping the price the same–is far from new. In fact, CivicScience has been collecting data on the phenomenon since 2022. However, every year, the shrinkflation experience has a slightly different flavor. Keep reading to learn more about what 2025 has in store.
Currently, 56% of Americans say they’ve noticed grocery packaging getting smaller without price drops ‘several times’—a five-point decline from last year. At the same time, the share who say they haven’t noticed any grocery shrinkflation has increased by five points. Still, it remains a familiar experience for most: 81% of grocery shoppers say they’ve noticed shrinkflation recently.
Beyond groceries, 60% of respondents say they’ve also seen shrinkflation-like changes in non-grocery products. The most commonly reported changes include reduced quality or durability, items being sold without previously included accessories, and fewer features or components overall (excluding ‘does not apply’). So, while grocery shrinkflation may be trending down, it remains a significant concern—and one that’s extending beyond the grocery aisle.
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Consumer Response Varies
Of course, noticing a change is one thing. Choosing to do something about it is another. So what are Americans doing when their favorite products are hit with shrinkflation? The largest percentage (36%) are likely to switch to another brand, while a brand-loyal 30% will look for a different size or variety from the same brand. While it’s the least likely course of action, a still noteworthy 16% report they would stop purchasing an impacted product altogether.
There are a variety of factors that influence these purchasing decisions, with age, income, and political affiliation all playing a role. As the data show, Gen Z adults aged 18-29, lower-income earners, and Democrats are most likely to look for another option from the same brand. Meanwhile, adults aged 45-54, high-income earners, and Republicans are the most likely to switch brands.
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Shrinkflation Online v. In Store
The reach of shrinkflation is not contained to a brick and mortar store–it extends to online shopping as well. So it’s worth noting that those who do all or most of their shopping online are the most likely to look for a different size or variety from the same brand, while those who do the majority of their shopping in store are the most likely to stop purchasing the item altogether.
Quality is Key
Ultimately, the quality of an item is what the majority of Americans (61%) say has made them loyal to a brand. So it comes as no surprise that those who prioritize quality are the most likely to stop buying an item entirely if it gets hit by shrinkflation.
Use this Data: CivicScience clients use insights like these to understand consumer sentiments and monitor any shifts in real-time, helping them adjust strategies to drive growth and retention.
Despite overall decreased awareness in groceries, shrinkflation is very much alive and well and consumers aren’t shying away from taking action as a result. While many Americans are motivated to find a different size or option from the brands they love, the percentage of those who will switch brands or simply stop purchasing the product altogether is worth paying attention to. With quality continuing to be the make-or-break factor for consumers remaining brand loyal, companies would be wise to ensure this aspect of their products remains a high priority as they adapt to the current economy.
