The Brief: What is ‘shrinkflation’ and how does it affect the packaging industry?

In this edition of The Brief, we investigate what ‘shrinkflation’ means, why it happens, and how it affects the packaging industry. Shrinkflation is generally defined as when the size or quantity of a product is reduced, but the price remains the same. We’ll look at why businesses might make these reductions, how they affect consumers and the need for brands to communicate these changes clearly.