Price vs. Portion: Consumers Weigh In on Food Shrinkflation

More than three quarters of consumers (77%) surveyed for Purdue University’s October Consumer Food Insights Report say they’ve noticed shrinkflation while grocery shopping over the month. Almost half (49%) have observed this for several food products. According to surveyed shoppers, shrinkflation is most common in snacks (78%), packaged desserts and sweets (53%), and frozen foods (48%).?

However, although the majority of respondents (82%) “often” or “always” check food labels for the overall price, only 51% check for the unit price, and just 44% check the weight.?

Other highlights from the report include:?

• Consumers are almost evenly split on preferences for price increases (47%) or size decreases (53%) in snacks.?
• During shopping trips, nearly three in four respondents (74%) are more likely to notice price differences than size differences.
• More than eight in 10 consumers (82%) at least somewhat agree that shrinkflation is a common tactic for food companies, and 76% believe companies use it to boost profits even when costs aren’t increasing.?
• Roughly three quarters of consumers (74%) think food brands should make them aware of size or quantity reduction with clear package labeling.?

Over the last 30 days, respondents spent an average of $123 per week on groceries and $74 a week on restaurant dining and takeout. Weekly spending is up 5.9% from last October, and 11.2% from October 2022.?

Find more insights in the full report.