Americans are more aware of shrinkflation and are feeling the pinch. These are the findings in a new poll from Ipsos Consumer Tracker. The report found that 83 percent of Americans are starting to notice the impact of shrinkflation on the products they purchase. Shrinkflation occurs when a company decreases the size of a product while maintaining or raising the price. 

As a result, 79 percent of Americans report feeling cheated as a result of shrinkflation. Americans are also discovering that the savings they accumulated during COVID is no longer the case, with only 37 percent saying they saved enough. 

Meanwhile, 32 percent of Americans are not thinking about inflation when they shop, no matter what their income level may be. The report found that the number of people who report inflation would impact their shopping habits has dropped from 54 percent to 48 percent. 

Experts believe this may be due to the extended length of inflation having a lingering impact on purchasing power, rather than an acute one. 

People are changing their buying habits and are no longer giving in to shrinkflation without some repercussions for companies. The report found that the number of people who would feel valued as a customer by companies who raise prices has dropped to 63 percent, with a similar number of people saying they would continue to shop at these companies if prices fell. 
 
The level of empathy for small businesses who have raised their prices has increased at a rate of 84 percent, while empathy for large global companies fell to 35 percent.