Now, the largest roll the brand sells has 366 sheets of double ply, Dworsky said. What they will do, however, is use the original size and rebrand it as “party” or “family” size.įor example, in the 1960s, a toilet paper roll had 650 single-ply sheets. Manufacturers seldom increase product sizes, according to Edgar Dworsky, a consumer attorney and founder of Consumer World and who documents examples of shrinkflation on his website, Mouse Print. Shrinkflation isn’t a new phenomenon, Bach said, but it has become more frequent in recent years, as manufacturers look to make up losses from covid-driven facility shutdowns and supply chain issues. The Bureau of Labor Statistics calculates the Consumer Price Index using per-unit prices, so size is accounted for in inflation estimates. As consumers face painful and historic inflation rates, Bach calls the simultaneous shrinkage of products a “double whammy.” Any increase in price is compounded by a smaller product, making the increase in the per-unit price even higher.
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