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Grocery store shoppers are noticing something amiss. Air-filled bags of chips. Shrunken soup cans. Diminished detergent packages. Companies are downsizing products without downsizing prices, and consumer posts from Reddit to TikTok to the New York Times comments section drip with indignation at the trend, widely known as “shrinkflation.”

While the practice is usually common in times of rising prices, “we happen to be in a tidal wave at the moment,” shrinkflation expert Edgar Dworsky told AP, as manufacturers work to “balance” the increased costs of gas, labor, and supplies against sales and profit, he added in a separate conversation with The New York Times.