The great Shrinkflation swindle slimming down our shopping baskets

Practice is not going unnoticed and many say it's worse than price rises

- 

Next time you pick up a package of coffee or a pack of toilet paper, take a closer look.

You might notice the package looks familiar, but what is inside has subtly diminished.

This is "shrinkflation" in action, a pricing strategy used by manufacturers worldwide. By reducing product size instead of increasing final prices, companies take advantage of the psychology of shoppers who are more likely to notice a price hike than a slight reduction in size.