The Russian market is facing rising shrinkflation.

This refers to reducing the weight of products while maintaining the same prices. Economists note the emergence of stealthflation—that is, a combination of both a reduction in volume and a decline in product quality. Such practices apply not only to food, but also to household chemicals and cosmetics.

Russian manufacturers are reducing the number of products in packaging, while maintaining the same price. This phenomenon is called shrinkflation, or downsizing. From the second quarter of 2024 to the second quarter of this year, shrinkflation averaged 3%, according to NTech.

For example, the weight of cakes in traditional packaging was reduced by almost 12%. Next came packaged smoked fish, down 10%, and ready-to-eat meals, down 9%. Flour, cold cuts, and instant coffee were the least reduced, down 3.5%.

This phenomenon itself is not new. But the most striking case in Russia occurred in 2019, when the Varaksino poultry farm in Udmurtia launched "nine" eggs. The square packaging became fertile ground for memes. Arnold Schwarzenegger's character fired a "nine" from a MANPADS in the film "Commando." Social media users suggested discreetly cutting the "15 men on a dead man's chest," "12 angry men," and "ten little Indians." Commenters joked that the factory removed the tenth egg because it concealed the death of Koschei.

VkusVill also made a name for itself later, selling milk by listing prices per kilogram, or 970 milliliters, rather than per liter. Leonid Ardalionov, NTech's Analytics Director, explains how shrinkflation has reached its most pronounced extent this time.

Leonid Ardalionov Director of Analytics NTech

Shrinkflation is everywhere: in tea, coffee, household chemicals, shampoos, containers with alcoholic beverages and even in tubes of lipstick.

The only downsizing measure affected socially significant products—butter, sunflower oil, vermicelli, sugar, salt, flour, and several other items. In 2023, their producers were prohibited from using arbitrary packaging volumes, but only if they wanted to obtain the GOST conformity mark. Those who don't qualify can package their products however they want.

This time, economists also turned their attention to skimpflation: when product prices are maintained by substituting cheaper ingredients. Thus, we have two things in one: shrink-inflation and skimpflation. Taken together, this is stealthflation. Georgy Ostapkovich, Academic Director of the HSE Center for Business Trends Research, comments.

Georgy Ostapkovich, Academic Director of the Center for Market Research at the Higher School of Economics

Some economists believe that the food service industry is more susceptible to stealthflation than other sectors. Gosha Karpenko, co-owner and CEO of the Khurma Group of Companies , discusses whether this is true:

Shrinkflation does not violate the law. Retailers and manufacturers can sell products of any weight and volume, but they are required to provide information about the contents. It's better to focus not on the cost of packaging, but on the price per kilogram or liter. In Russia, this is commonly referred to as a "fair price."

On the BFMnews Telegram channel, the radio station's editorial team is conducting a survey: Do you notice shrinkflation? 38% do notice and try to avoid buying it, while almost the same number continue to buy despite the figures. And 24% don't pay attention to packaging but notice that their money runs out faster.