What is shrinkflation?
A price increase delivered by reducing pack size while keeping the shelf price the same or similar.
Definition
Shrinkflation happens when a product gets smaller (fewer ounces, fewer units per pack) but its price stays flat. The price per unit rises even though the shelf price does not.
How Data Purl measures it
Data Purl standardizes pack sizes from product names and attributes into a net size and unit of measure, then tracks price per unit alongside shelf price. A falling net size with a steady shelf price shows up as a rise in price per unit that the shelf price alone would miss.
Why it matters
Shelf-price data alone understates inflation in categories where pack sizes are shrinking. Price per unit is the correct basis for inflation comparisons in food, household and personal care.
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