Key facts
- Shrinkflation is when product weight, volume, or quantity decreases while price remains the same.
- 74% of European consumers have noticed products getting smaller without becoming cheaper, according to a 2025 report.
- France requires supermarkets larger than 400 square meters to warn shoppers when products shrink and unit prices increase.
- Austria requires larger supermarkets and health and beauty shops to flag products that shrink while their unit price rises by at least 3%.
Shrinkflation, the practice of reducing product size while maintaining the same price, has become more prevalent in Europe following the 2022 inflation surge. Manufacturers are employing this strategy to offset rising production costs, such as energy and raw materials, instead of increasing prices directly. Consumer groups report that a significant majority of shoppers have noticed these changes. While the European Union does not have specific laws against shrinkflation, existing regulations on misleading commercial practices and mandatory net quantity and unit pricing labels are in place. However, consumer awareness of these subtle changes can be low, as reductions of 5% to 7% may go unnoticed. Some countries, like France and Austria, have implemented national measures requiring retailers to flag products that have shrunk and increased their unit price. These national regulations aim to provide consumers with clearer information, though they also raise concerns about potential trade barriers within the EU. Legal experts suggest that existing EU laws could already cover shrinkflation as a misleading practice, citing a German court ruling against a company for reducing product volume without adequate consumer notification. The European Parliament has also examined the issue, questioning the sufficiency of current consumer protection laws.