We often get fascinated by the marketing offers of paying less for more. But for many of our favorite items, we may be already paying more for less. Examples are your cherished bar of chocolate, cookies, bread, meat, toilet paper, etc. While buying any product, consumers put their spotlight on the price of a product, while comfortably forgetting the other aspects like weight and volume. To keep the margins intact in a growing competition and increasing manufacturing costs, companies may be clandestine in their approach. And that is why they resort to Shrinkflation – reducing the quantity of a product under the same price tag. How does it impact us as consumers? Is there any other solution to this? What are its long-term effects? Read the module to understand how this practice hits the market.