We've all probably felt it at the shopping aisle – a box, a bottle or a packet looking or feeling smaller.
"We've definitely seen an increase starting two years ago. But it's quite hard to track."A team at Deakin University has found the size of Sultana Bran shrank by 17 per cent over five years.Deakin University has just released data showing shrinkflation can be quantified for at least one popular food in Australia — cereal.
It found that while not every package had shrunk, those that did were 54 grams lighter in 2024 than in 2019. "Cereal for dinner is something that is probably more on trend now, and we would expect to continue as that consumer is under pressure." "I personally and professionally don't think breakfast cereal is an adequate substitution as an everyday option to save money."
It went on to say "we recognise the pressures consumers are facing, and we are working to keep prices as low as possible while never compromising on the quality and safety of our foods."" is exploiting the crisis and putting the health of those that are most vulnerable last," she said.