All new smaller size! Why getting less with shrinkflation is preferable to paying more
- Written by Jun Yao, Senior Lecturer in Marketing, Macquarie University

Have you noticed your favourite chocolate is a little smaller, there are fewer biscuits in the same-sized package or bags of chips contain more air?
If you haven’t, you’re not alone.
What marketers call a “contents reduction strategy” is more popularly known as “shrinkflation” – reducing the...