Why doesn’t a tube of toothpaste last as long as it used to? How to explain shrinkflation to your child.

Tubes of toothpaste, containers of yogurt, boxes of cereal, rolls of toilet paper—ever notice these everyday products don’t last as long as they used to? 

 

Don’t worry, it’s not because you’re using them up faster. The products have shrunk, right under your nose. And there’s a name for it: shrinkflation. Let’s see how to explain it to your child, so they can become a more informed consumer. Another step forward on the journey to financial literacy! 

 

What is shrinkflation? 

Shrinkflation is when a manufacturer reduces the amount of a product without lowering the price. Sometimes they even charge more! It’s a combination of the words “shrinking” and “inflation”. In other words, there’s less cereal in the box, but it costs the same or more. 

 

Examples abound in the grocery aisle: toilet paper rolls have fewer sheets, tubes of toothpaste are smaller, yogurt containers have less yogurt because there’s a bigger dimple at the bottom, and the list goes on. 

 

How to explain shrinkflation to your child? 

For little ones, take a hands-on approach 

More or fewer toys? 

 

Take two identical containers and your child’s favourite building blocks, or any other toy that has lots of pieces. Put 10 blocks in one container and 8 in the other. Tell your child that both containers cost the same. “It’s like getting fewer toys for the same amount of money.” 

 

Smaller or bigger? 

 

Compare the size of older and newer tubes of the same brand of toothpaste. Are they the same? 

 

If you want to take it a step further, get your child to compare how big the openings of the tubes are. Explain that the larger the hole, the more toothpaste comes out. With a larger hole, you use more toothpaste every time you brush, so you’ll finish the tube faster. It’s not shrinkflation per se, but it’s pretty similar. Yet another reason to stay vigilant! 

 

For slightly older kids, summon their powers of observation 

Search for clues! 

 

Turn your next trip to the grocery store into a game. Challenge your child to find products that are labelled “new format” or “new packaging.” These phrases are sometimes—you might even say often—intended to disguise shrinkflation. 

 

To the pantry! 

 

With your child, compare the weight indicated on the products in your pantry or refrigerator with the weight shown in the online flyer. “The weight on the packaging is 300 grams. It used to be 350 grams. Yet the price hasn’t changed!” 

 

For older kids, develop their critical eye 

Calculate the price per unit 

 

Do some math with your child: Divide the total price by the quantity to get the price per kilogram or litre to make it easier to compare products. 

 

Tip: Show your child that the unit price is sometimes listed under the price at the grocery store. 

 

Keep an eye on shrinkflation 

 

Ask your child to take pictures of the packaging and prices of their favourite products. Check back a few months later to see if the quantity or price has changed. 

 

Why teach your kids about shrinkflation? 

Understanding shrinkflation teaches children to: 

• Pay closer attention to how they spend their pocket money 
• Get into the habit of checking what they’re getting for their money
• Start thinking critically about advertising 
• Recognize actual deals 

 

Educating children about shrinkflation at an early age teaches them a valuable skill that will help them make informed choices throughout their lives. It’s a lesson in financial literacy that combines math, observation and critical thinking in a hands-on, digestible way. 

 

Want to check out some examples of shrinkflation lurking on the shelves of your grocery store? Radio-Canada has a shrinkflation tracker (in French only). 

 

Next stop, the grocery store. Happy shrinkflation hunting!