shrinkflation: the invisible shift reshaping food marketing & consumer trust

Inflation: everything's getting more and more expensive. But there's another, quieter problem flooding our supermarket shelves that's equally troubling for consumers and brands alike.

Welcome to the era of shrinkflation.

What Is Shrinkflation?

Shrinkflation occurs when brands reduce the size, weight, or quantity of their products while maintaining, or even increasing, the price. It's a strategic response to rising production costs, but one that often feels deceptive to consumers who notice their favourite products getting smaller without any clear communication about why.

The psychology behind shrinkflation is fascinating: manufacturers bet that consumers are more sensitive to price changes than size changes. A $4.99 chocolate bar that shrinks from 200g to 180g might go unnoticed, but increasing the price to $5.49 would immediately trigger resistance.

The Usual Suspects

Some of the biggest offenders? Cereals, chocolates, chips, soft drinks, and packaged snacks. All those treats have been hit (or shrunk!). Major brands have quietly reduced portion sizes by 10-20% over the past few years, with minimal fanfare and maximum hope that you won't notice the worsening value for money.

But consumers are noticing. Social media (shout out to the dedciated subreddit r/shrinkflation) has become a watchdog, with shoppers sharing side-by-side comparisons of old and new packaging, calling out the grams lost and the trust eroded.

Now They're Coming for the Healthy Stuff

The latest controversy in the shrinkflation saga hits closer to home for those of us in the food industry: major supermarkets removing 'per kilo' pricing for fresh produce and switching to 'per piece' pricing instead.

On the surface, this seems convenient - who wants to do mental math while shopping? But the move has sparked outrage on social media, with consumers calling it yet another tactic to obscure true value and make price comparisons nearly impossible.

When a capsicum costs $2.50 "each" instead of $12.50 per kilo, suddenly that unusually small pepper doesn't seem like such poor value, until you get home and realise you've paid premium prices for a product that would have cost far less under the old pricing model.

The Trust Problem for Food Brands

Here's what matters for food brands, manufacturers, and everyone in the food marketing ecosystem: shrinkflation erodes trust.

Consumers aren't just frustrated about losing a few grams of cereal. They're frustrated about feeling deceived. In an age where authenticity and transparency are currency in brand building, shrinkflation represents the opposite - a quiet retreat from honest communication.

And make no mistake: consumers are savvier than ever. They will notice. They will compare. They will share their findings online. A brand that assumes otherwise is setting itself up for reputational damage that far outweighs any short-term cost savings.

What This Means for Food Photography and Food Styling

For those of us working in food photography, styling and marketing side for food brands, shrinkflation presents both a challenge and an opportunity.

The challenge: how do we make smaller portions look just as appealing, abundant, and worth the price? How do we maintain the visual language of value when the actual value is diminishing?

The opportunity: brands that handle shrinkflation with honesty and grace will need strong visual storytelling to help reframe the conversation. This is where thoughtful food styling and photography become critical.

Instead of trying to hide a smaller product, smart brands can lean into quality over quantity. Showcase the craftsmanship. Highlight premium ingredients. Tell the story of why these ingredients cost more, and why the product -even at a smaller size - delivers superior experience.

Beautiful, honest food photography can help shift the narrative from "less for more" to "better, even if smaller." It's about creating imagery that celebrates what's in the package, not just the size of the package itself.

Transparency Is the Way Forward

It's important for brands to balance transparency with business realities. Yes, costs are rising. Yes, adjustments need to be made. But that doesn't mean you have to do a post announcing the sad loss of a few grams in apologetic terms.

Frame it positively. Focus on the high quality of ingredients, the sustainability of sourcing, the care in production. Give consumers a reason to feel good about their purchase beyond just size.

When brands communicate openly; "We've refined our recipe to use higher-quality cocoa, which means a slightly smaller bar but a richer taste", consumers are far more receptive than when they discover the change on their own and feel deceived.

The Visual Story Matters More Than Ever

In this environment, the role of food photographers and food stylists becomes even more vital. We're not just capturing products - we're building trust through imagery. We're telling stories that help consumers understand value beyond volume.

Every shoot is an opportunity to showcase authenticity, quality, and care. To make a smaller portion look intentional, premium, and desirable rather than disappointing. To help brands navigate this tricky landscape with integrity intact.

Let's Talk

Has your food brand faced decisions around portion sizes, pricing transparency, or navigating consumer expectations during these challenging economic times? How are you thinking about visual storytelling in the age of shrinkflation?

We'd love to hear your thoughts and experiences. And, if you’d like to explore how thoughtful food photography and styling can help your brand maintain trust and appeal, no matter what size your product comes in, you know where to find us.