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A new phenomenon is hold across the world - "shrinkflation". This is when companies the size of their products or range of services while prices. It is in reaction to the rising prices of raw materials in the production process. Another tactic used is to place smaller numbers of items in larger boxes, an illusion to shoppers that they are getting more for their money. Shrinking the size of products is in effect a cost-cutting strategy. Manufacturers are on psychology here. They know that consumers more sensitive to price than quantity or quality. Most shoppers will still make a regular purchase, even if it has , as long as the price has not .

The chocolate bar maker Cadbury has to shrinking the size of one of its flagship products by 10 per cent to its bottom line. A company spokesperson said: "We look to costs...in this difficult environment [so] we've had to make the decision to slightly the weight of [chocolate] bars for the first time since 2012, so that we can them competitive." The service industry is also inventive to try to from raising prices. The hotel chains Hilton and Marriott have made daily housekeeping services "opt in". This means that guests must now the cleaning of their room. Many other free services we have for granted are on the wane and being .