A professor of consumer behaviour says ‘shrinkflation’ is a real thing and another unfortunate by-product of the cost of living crisis.

While the price of goods in some cases don’t go up, the size of respective packaging either shrinks or the contents reduced as companies battle rising costs across the board.

“I think we’re becoming more cognisant of it,” Professor of Marketing and Consumer Behaviour at Queensland University of Technology Gary Mortimer told Tom Elliott.

“Like households doing it tough, manufacturers are facing exactly the same constraints.”

Click PLAY to hear the full reasoning behind shrinkflation