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The Silent Shrink: how shrinkflation is reducing your products and raising concerns

As consumers unknowingly receive less for their money, industry experts and advocates are sounding the alarm on the growing trend of shrinkflation, particularly in everyday essentials like toilet paper

A growing number of consumers are becoming increasingly concerned about the shrinking sizes of everyday products, particularly in the realm of toilet paper. Recent investigations reveal that the phenomenon, commonly referred to as “shrinkflation”, is affecting not just the volume of these products but also their quality.

FROM THE 1990S TO NOW: A STARTLING DECLINE

The reduction in the size of toilet paper rolls is a prime example of this trend. In 1992, a standard roll of Charmin Ultra boasted 170 sheets per roll, compared to today’s versions, which contain only 56 sheets. Even Charmin’s “Double” rolls, which are marketed as containing more product, offer merely 154 sheets. This reduction is part of a decades-long trend that has seen the number of sheets per roll dwindle dramatically.

CONSUMER ADVOCATES RAISE AWARENESS

Edgar Dworsky, a prominent consumer advocate and founder of the consumer education websites Mouse Print* and Consumer World, has been at the forefront of monitoring these changes. Dworsky began tracking the reduction of product sizes in the 1970s, noting that Charmin’s regular roll contained 650 sheets of single-ply paper in its early days. By 1975, this had decreased to 500 sheets, with further reductions over the years.

According to Dworsky, toilet paper, alongside paper towels, is one of the products most affected by shrinkflation. His extensive collection of vintage toilet paper packages reveals a consistent pattern of reduction, not only in the number of sheets but also in the dimensions of the sheets themselves.

INDUSTRY PRESSURES AND THE ROLE OF PULP PRICES

The reduction in size is not arbitrary. Analysts attribute it to various factors, including rising pulp prices and increased production costs. Brian McClay and D’arcy Schnekenburger, experts in the pulp industry, explain that fluctuations in wood pulp prices have forced manufacturers to reduce product sizes to maintain profitability. Northern Bleached Softwood Kraft pulp, a key ingredient in toilet paper, has seen significant price volatility over the past decade, further pressuring manufacturers.

ENVIRONMENTAL AND ETHICAL CONCERNS

The environmental impact of these practices is also under scrutiny. According to Shelley Vinyard, a corporate campaign director for the National Resources Defense Council, many large toilet paper brands, such as Charmin and Quilted Northern, continue to rely heavily on virgin pulp, which has devastating effects on forests. In contrast, smaller brands are increasingly turning to more sustainable materials, such as bamboo or recycled paper, though these products still represent a small segment of the market.

REGULATORY AND LEGAL CHALLENGES

Despite the outcry from consumer advocates and environmental groups, there has been little regulatory action to curb shrinkflation. Historical attempts to hold manufacturers accountable have largely failed, with companies able to legally reduce product sizes as long as they update the fine print on packaging. Recent legislative efforts aim to address this issue, with new bills introduced to empower the FTC to penalize shrinkflation practices and require companies to notify consumers when product sizes decrease.

THE FUTURE OF TOILET PAPER AND CONSUMER GOODS

As the trend continues, industry experts like Dworsky warn that consumers should remain vigilant. Companies may continue to reduce product sizes while rebranding them with larger-sounding names to mask the changes. Without significant regulatory intervention, shrinkflation is likely to persist, leaving consumers with less product for their money.

Source
The Hustle
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