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Published: Feb 06, 2023 3 min read
Small donut in one hand
Eddie Lee / Money; Getty Images

Do toilet paper rolls seem smaller to you lately? No need to start counting squares — the companies that make food and household goods are indeed downsizing your grocery-store basics and selling them at the same cost.

This practice, called “shrinkflation,” isn’t a new phenomenon, according to the U.S. Bureau of Labor Statistics (BLS). The agency says it’s common for manufacturers to alter packaging design to benefit their bottom lines rather than increase prices and run the risk of upsetting customers. And a new report shows shrinkflation hits certain items more than other.

How shrinkflation works