Shrinkflation and Consumer Demand

Using decade-long U.S. grocery scanner data, we quantify shrinkflation’s prevalence and show consumers scarcely adjust demand despite higher per-ounce prices.

Authors

Johannes Kasinger (ORCID: https://orcid.org/0000-0001-8897-8641)
Aljoscha Janssen (ORCID: https://orcid.org/0000-0001-6101-0446)

Institutions

Tilburg University (NL)
Singapore Management University (SG)

Publication Details

Journal: Marketing Science
Published: 2025-10-28
DOI: https://doi.org/10.1287/mksc.2024.0948
Primary Topic: Consumer Market Behavior and Pricing
Type: article
Field-Weighted Citation Impact: 0.00

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article

Shrinkflation and Consumer Demand

Johannes Kasinger, Aljoscha Janssen

Oct 28, 2025

Marketing Science

Consumer Market Behavior and Pricing

article

Shrinkflation and Consumer Demand

Johannes Kasinger, Aljoscha Janssen

October 28, 2025article en

Abstract

Using decade-long U.S. grocery scanner data, we quantify shrinkflation’s prevalence and show consumers scarcely adjust demand despite higher per-ounce prices.

Marketing ScienceVol. 45(1)

Tilburg University (NL), Singapore Management University (SG)

Openalex Percentile: Top 59%

Consumer Market Behavior and Pricing

DOI Source OpenAlex

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Shrinkflation and Consumer Demand — Johannes Kasinger, Aljoscha Janssen · Marketing Science (2025) | TGRS Research Map | TGRS