Shrinkflation: The Invisible Price Hike

 Have you ever opened your favourite packet of chips, only to find more air than chips?

You sit on the sofa after a long day, reach for the snack you've been craving, and open the packet. But something's different, and it's not visible at first because the packaging looks familiar; the brand is the same and even the price hasn't changed.

 Yet, something feels different. There are fewer chips. Same price. Same branding. But less product.

What seems like a small change in your everyday shopping experience is actually part of a much bigger economic phenomenon: Shrinkflation.

 


Shrinkflation happens when businesses reduce the quantity of a product while keeping its price unchanged. A biscuit packet that once contained 100 grams for ₹50 may now contain 80 grams for the same price.

But the interesting part isn't just what's happening inside the packet. It's what's happening inside our minds.



 Various studies show that we tend to remember prices more easily than quantities. ₹50 stays in our memory but the exact weight? Not so much.

Generally, a price increase interrupts our expectations. It makes us pause, calculate, and question whether we still want the product. But when the price remains the same, our minds often treat the purchase as familiar and safe.

 
The packet looks the same. The logo serves as a trust factor. And our buying habit continues. But in the middle of what we remember and what we actually receive, the difference becomes easy to miss.

 

Think about the last time you bought a chocolate bar without checking its weight. You weren't necessarily being careless. You were relying on familiarity. You already knew the brand, the price, and the experience you expected; it was as if the pricing made you accustomed to the actual product you're receiving.


That's exactly what makes shrinkflation so subtle. It doesn't always demand your attention. Sometimes, it simply changes the product while allowing your routine to remain untouched.




 And when you finally notice that the packet feels lighter, you might find yourself pondering whether the product has changed or whether you just hadn't noticed it before.

 

Hriday Prasad

BJMC, 1ST Semester 






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