Global responses to shrinkflation: promoting transparency and consumer protection

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Shrinkflation has become a focal point of global consumer frustration and regulatory action. Businesses in the fast-moving consumer goods sector are reducing product sizes to manage rising costs. In response, countries like France and South Korea have introduced measures to ensure transparency, with France requiring retailers to notify consumers of size reductions and South Korea imposing fines for non-disclosure. In the United States, the proposed Shrinkflation Prevention Act aims to classify shrinkflation as an “unfair or deceptive act,” allowing the Federal Trade Commission to take action. As consumer awareness grows, driven by social media, these regulations aim to protect consumer interests and promote transparency in the marketplace amidst ongoing economic challenges.


While shrinkflation has been around for decades, the post-pandemic inflationary period has increased focus on rising prices for households at the same time as many fast moving consumer goods businesses try to reclaim profit margins amid rising costs. Leading to global consumer frustration and regulatory responses.

Consumer vigilance is growing, thanks to social media and increased awareness of shrinkflation’s effects. The Cookie Monster’s viral “Me hate shrinkflation!” post encapsulates the widespread consumer dissatisfaction. Data indicates that shrinkflation is most prevalent in products like snacks, household paper items, and cleaning supplies. Regulatory efforts, such as France’s mandatory transparency rules and South Korea’s penalties for non-compliance, aim to protect consumers and ensure they receive fair value. As inflation continues to affect prices, these measures reflect a broader push to address shrinkflation and safeguard consumer interests worldwide.


4 examples of how countries deal with shrinkflation


France has introduced a regulation requiring retailers to notify shoppers when products shrink in size without a proportionate price reduction. Starting July 2024, the notifications must be displayed for two months to ensure transparency. This initiative aims to help consumers make informed decisions about their purchases amidst ongoing economic challenges.

South Korea

South Korea is implementing strict measures against shrinkflation, requiring producers to inform consumers of any product size reductions, otherwise they could face fines. The Korea Fair Trade Commission has labeled the practice of reducing product sizes without consumer notification as an “unfair transaction.” Starting in August, producers must display notices on packages, websites, or in stores for three months following any downsizing, with fines imposed for non-compliance.


Germany has seen a significant increase in shrinkflation cases, prompting calls for greater consumer protection. The Verbraucherzentrale Hamburg reported a record number of misleading packages, with over 1,000 items listed. In response, the Federal Ministry of Consumer Protection is proposing legislation requiring clear labeling when product sizes are reduced without a proportional packaging size reduction. Additionally, some retailers, such as Edeka, are testing labels to warn consumers about shrinkflation in selected stores. This push for transparency aims to safeguard consumers from hidden price increases.


In the United States, new legislation has been proposed to regulate shrinkflation. Senator Robert Casey introduced the Shrinkflation Prevention Act, aiming to classify shrinkflation as an “unfair or deceptive act” and enable the Federal Trade Commission to take action against offenders. President Biden and other Democratic lawmakers support the bill, emphasizing the need to protect consumers from hidden price increases.


Global leaders push for transparency in pricing

“I want to rebuild consumers’ confidence and confidence goes hand in hand with transparency,” Finance Minister Bruno Le Maire said in a statement. This sentiment underscores the global movement toward transparency and fairness in product pricing. By enforcing stricter regulations and demanding clearer labeling, governments aim to protect consumers and restore trust in the marketplace. Leaders such as U.S. President Joe Biden and South Korean President Yoon Suk Yeol have also spoken out against the practice, highlighting its global impact and the need for international cooperation in addressing it.

As inflation continues to challenge economies, the push for transparency and consumer protection remains a critical focus. Countries around the world are recognizing the interconnectedness of these issues and are taking steps to address them holistically. These efforts highlight a broader commitment to fairness and sustainability in global markets, ensuring consumers receive full value for their purchases and fostering greater trust in brands and retailers.

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