Most surveyed grocery shoppers report noticing shrinkflation Fewer consumers check key indicators like unit price and weight compared to total cost5 February 2025 5 February 2025 4 minute read 4 minute read By: By: Purdue University North AmericaOver three-quarters of surveyed consumers say they have noticed shrinkflation at the grocery store in the previous 30 days, according to the October 2024 Consumer Food Insights Report (CFI). With shrinkflation, food companies reduce the quantity or size of a food product while keeping the same price. Those with children report seeing shrinkflation in a wider variety of food products. Without checking weight or unit price, consumers may not notice reductions in the quantity or value of their typical grocery products,” Balagtas said. In addition to the Consumer Food Insights Report, the center offers a portfolio of online dashboards.