To quantify shrinkflation and price increases in the U.S., InvestorsObserver tracked the price and package size of America’s most popular grocery brands. These include Frosted Flakes, Doritos, M&M’s, Coca-Cola, and Campbell’s. This tracking occurred over six years, from 2020 to 2026.
Key findings your audiences should be aware of:
- $741 – what the average family of four now pays extra per year for the exact same groceries.
- Buying the same Coca-Cola mini cans costs 127% more per ounce than the 2L bottle.
- 102% – the price-per-ounce increase on M&M’s since 2020, the only product in the analysis to fully double.
- A box of Frosted Flakes now costs 51% more per serving than in 2020, and there are fewer servings inside.
The data also reveals a deliberate two-step strategy across multiple brands. First, they raise the price. Then, they shrink the package a year later, after consumers stop paying attention. Doritos, Frosted Flakes, and M&M’s did it.
“No one is surprised by growing prices these days, but the issue with shrinkflation is the silence around it. You can clearly see when gas prices grow. You notice when rent rises. However, you don’t notice when you start to overpay for less in this case. It lands hardest on those who can afford the least,” said Sam Bourgi, senior analyst at InvestorsObserver.
Our full report is available here.
