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'Shrinkflation' Playing Crucial Role in Rising Prices, Corporate Profits: Analysis
"While shrinkflation is not new, it is arguably the most deceptive pricing practice companies use," reads the report.
Mar 06, 2024
Executives in corporate earnings meetings call it "price pack architecture," but economic justice advocates, Democrats in Congress, and in recent days, Cookie Monster of "Sesame Street" have a different term for companies' practice of reducing the weight or size of a product while charging the same amount for it: shrinkflation.
Major corporations like PepsiCo and Utz have not only kept prices high even as pandemic era supply chain and labor issues have eased—a practice recognized as "greedflation"—but have also increasingly been reducing the size of products like snacks, drinks, and even essentials like toilet paper rolls, a new analysis from Groundwork Collaborative shows.
"While shrinkflation is not new, it is arguably the most deceptive pricing practice companies use and has come under renewed scrutiny as Americans face grocery prices 25% higher than prior to the pandemic," reads the report, titled Big Profits in Small Packages. "We find that as much as 10% of inflation in key product categories can be attributed to shrinkflation."
Companies have claimed to customers that shrinking goods is for the public good, with General Mills telling NPR that reducing its "family size" cereal boxes from 19.3 ounces to 18.1 ounces without reducing the cost would allow for "more efficient truck loading leading to fewer trucks on the road and fewer gallons of fuel use, which is important in... reducing global emissions."
To investors, though, executives made no mention of wanting to reduce fuel use or emissions from transportation in a 2021 earnings call, saying the strategy was simply aimed at managing the company's "list pricing" and "promotional optimization," according to Groundwork's report.
"In quarterly earnings calls with investors and analysts, corporate executives are candid about their future plans to downsize product quantities by playing with 'price pack architecture', as well as the profits they plan to derive from doing so," reads the report.
One French grocery chain pulled PepsiCo's snack and drink products from its shelves in January due to its pricing practices after having issued a warning to companies about shrinkflation. In the U.S., however, the company told reporters in 2022, "We took just a little bit out of the bag so we can give you the same price, and you can keep enjoying your chips."
"During this period of high inflation, where rising prices are putting a squeeze on household budgets, shrinkflation just adds insult to injury," said Lindsay Owens, executive director of Groundwork Collaborative and author of the report.
Former Labor Secretary Robert Reich recently pointed to a number of examples of shrinkflation in popular products, including the shrinking of PepsiCo's 32-ounce Gatorade bottle to just 28 ounces for the same price and Nabisco's decision to provide 12% less product in its family size box of Wheat Thins.
The report identified Kimberly-Clark, the maker of diapers, sanitary products, toilet paper, and other personal care products that are essential to millions of families, as a "repeat shrinkflation offender."
CEO Mike Hsu reasoned on a 2023 earnings call that the company can easily get away with shrinking their products since customers have no choice but to use them.
"If the price goes up on bath tissue, generally doesn't mean you're going to use the bathroom less, right?" Hsu said regarding its decision to provide smaller rolls in its Cottonelle toilet paper packages and to make its Scott toilet paper, as Groundwork found, "thinner and rougher with 20% less paper fiber."
Shrinkflation, along with greedflation and the use of algorithms to determine pricing, have made it "increasingly clear that prices are untethered from market fundamentals and instead largely reflect a company's market and pricing power," Owens said late last month.
The group called on Congress to pass the Shrinkflation Prevention Act, which was introduced last month by Sen. Bob Casey (D-Penn.) and would require the Federal Trade Commission (FTC) to classify shrinkflation as an unfair or deceptive practice and regulate it as such. The FTC and state attorneys general would be authorized to confront companies' use of shrinkflation in civil actions.
Groundwork also urged lawmakers to reform the tax code in order to disincentivize companies from using shrinkflation and other "aggressive pricing strategies."
The Institute on Taxation and Economic Policy found in a recent report that some of the biggest companies practicing shrinkflation paid "incredibly low effective tax rates" between 2018-22, thanks to former President Donald Trump's Tax Cuts and Jobs Act.
"Companies will have less incentive to overcharge customers," said Groundwork, "if they have to ship a greater share of the spoils to the Treasury Department."
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Top US Companies Admit to Hiking Prices to Pad Their Profits: Analysis
"After an unprecedented 10 interest rate hikes in a row, it's clear the corporate profiteering epidemic will persist no matter how many times the Fed doubles down," said Liz Zelnick of Accountable.US.
Jun 13, 2023
An analysis released Tuesday shows that executives at some of the top publicly traded companies in the United States aren't exactly being coy about using their pricing power to hike costs for consumers and boost revenues and profits—which are then dished out to wealthy shareholders.
The progressive watchdog group Accountable.US noted in its new report that "some of the largest general consumer S&P 500 companies have admitted to benefiting from increased prices as their net profits increased year-over-year and they rewarded shareholders with billions in handouts."
The report quotes directly from the executives of Kimberly-Clark, PepsiCo, General Mills, Tyson Foods, and other major U.S. companies.
Nelson Urdaneta, Kimberly-Clark's chief financial officer, said during the company's earnings call in April that "pricing has continued to be the big driver behind our top-line growth over the last three quarters."
The company, which sells consumer products such as toilet paper and diapers, "saw its [fiscal year] 2022 net income increase 6.3% year-over-year to nearly $2 billion and rewarded shareholders with $1.7 billion in stock buybacks and dividends," Accountable.US found.
On Tyson's earnings call in February, chief financial officer John Tyson hailed the "significant pricing power of our portfolio, with a year-over-year increase of 7.6%." Tyson stressed that the company will "continue to support and grow the dividend for our shareholders."
According to Accountable.US, Tyson "saw its net income increase from $3 billion in FY 2021 to over $3.2 billion in FY 2022 and rewarded shareholders with $1.35 billion in handouts—$652 million more than the previous year, including a 948.5% increase in stock buybacks."
"Corporate greed is a stubborn thing and requires serious action from Congress."
The new analysis came shortly after the Bureau of Labor Statistics released data showing that the consumer price index rose 4% in May compared to the previous year, the smallest increase since 2021.
Further evidence of cooling inflation sparked a fresh round of calls for the Federal Reserve to stop hiking interest rates before it pushes the economy into recession. The Fed is widely expected to announce Wednesday that it is pausing rate increases for the month of June, but it could resume the hikes as soon as the following month.
"The Fed should not only pause tomorrow but pause going forward and see how these 10 rate hikes play out," Rakeen Mabud, chief economist at the Groundwork Collaborative, said in an appearance on Yahoo Finance Tuesday morning.
Liz Zelnick, director of economic security and corporate power at Accountable.US, said in a statement that "after an unprecedented 10 interest rate hikes in a row, it's clear the corporate profiteering epidemic will persist no matter how many times the Fed doubles down."
The New York Timesreported late last month that even as the prices of key raw materials have fallen in recent months, "many big businesses have continued raising prices at a rapid clip" and signaled that "they do not plan to change course"—which helps explain data showing that U.S. corporate profits rose to a record level in the first quarter of 2023.
"PepsiCo has become a prime example of how large corporations have countered increased costs, and then some," the Times noted. "Hugh Johnston, the company's chief financial officer, said in February that PepsiCo had raised its prices by enough to buffer further cost pressures in 2023. At the end of April, the company reported that it had raised the average price across its snacks and beverages by 16% in the first three months of the year. That added to a similar price increase in the fourth quarter of 2022 and increased its profit margin."
Zelnick said Tuesday that "higher interest rates haven't stopped S&P companies, especially in the Big Food industry, from inflating consumer prices despite reporting billions in extra net earnings and over a trillion dollars in giveaways to wealthy investors."
"Corporate greed is a stubborn thing and requires serious action from Congress," she added. "The Fed has not seen an adequate return on its investment in a policy that has already created fissures in the economy that could lead to recession. It's just not worth it."
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Top Economist at Major Global Bank Says Corporate Profits Are Fueling Inflation
"Companies have passed higher costs on to customers," wrote Paul Donovan of UBS Global Wealth Management. "But they have also taken advantage of circumstances to expand profit margins."
Nov 03, 2022
The chief economist at the global investment bank UBS, the world's largest wealth manager, argued in an op-ed for the Financial Times on Wednesday that inflation in the United States "is more a product of profits than wages" and criticized Federal Reserve Chair Jerome Powell for refusing to acknowledge that fact as he plows ahead with massive interest rate hikes.
"Powell's public remarks offer little insight into how he expects higher rates to tame inflation," Paul Donovan of UBS Global Wealth Management wrote just ahead of the Fed's latest interest rate increase of 75 basis points. "This is the current inflation story. Companies have passed higher costs on to customers. But they have also taken advantage of circumstances to expand profit margins. The broadening of inflation beyond commodity prices is more profit margin expansion than wage cost pressures."
"Even a major bank's chief economist now admits that corporations are price gouging under the guise of inflation."
"Despite negative real wages, consumers have carried on consuming," Donovan added. "Consumers seem to be buying stories that seem to justify price increases, but which really serve as cover for profit margin expansion... This unconventional inflation means higher unemployment and lower wages are not the only possible cure for it. Policy has more routes to lower inflation if the cause is about profits."
Thus far, though, the Powell-led Federal Reserve has primarily used interest rate increases in its as-yet unsuccessful effort to bring down inflation, even as critics warn that such an approach harms workers and risks a devastating recession without tackling the primary drivers of price increases.
At his Wednesday press conference, Powell once again conceded that rate hikes "don't directly affect for the most part food and energy prices," two major sources of inflation dictated by profit-seeking corporations such as Exxon, Chevron, and PepsiCo.
"We increased prices at the beginning of the fourth quarter based on what we knew at that point," Pepsi's chief financial officer said on the company's earnings call last month. "And going forward, with the investments that we've made in brands, I still think we're capable of taking whatever pricing we need."
During his public appearance Wednesday, Powell wasn't asked a single question about the role corporate profiteering has played in causing high inflation even as executives boast about their enormous pricing power.
Progressive advocates and economists who have been spotlighting corporate America's inflationary profiteering for months seized on Donovan's Financial Times op-ed as further evidence that their data-driven argument is gradually piercing the mainstream, even as Powell ignores it.
"Even a major bank's chief economist now admits that corporations are price gouging under the guise of inflation," the American Economic Liberties Project tweeted Thursday.
Christian Hallum, tax justice lead at Oxfam International, added that "skyrocketing profits are to blame for inflation, according to the chief economist at UBS Global Wealth Management."
"Maybe we should tax windfall profits instead of trying to create unemployment through interest rate hikes?" Hallum suggested.
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