You’re Not Imagining It—Reese’s Are Actually Getting Smaller, According to New Data

And consumers aren't happy.

First, it was laundry detergent. Then it was paper towels, toilet paper, cereal, ice cream and even dog food. Shrinkflation, or when you have to pay more for less, is nothing new—in fact, it’s been around for decades. And now it’s happening with our favorite candies and Halloween treats.

A recent LendingTree analysis of nearly 100 products, ranging from household paper products to breakfast foods to candies, shows a third of them have shrunk. Among them were party-size Reese’s Miniature Cups, party-size Rolos, and party-size Hershey’s Miniatures Assortment.

Which Candy Products Have Shrunk the Most?

Thirteen candy products were analyzed, and five were found to decrease in size. Party-size Reese’s miniatures and party-pack Rolo chewy caramels decreased the most.

Taking a look at 2019 prices at Walmart via the Wayback Machine, an Internet archive, a 40-ounce bag of Reese’s Miniature Cups retailed for $8.98, or 22 cents per ounce; today the party pack contains just 35.6 ounces and retails for $13.24, or 37 cents per ounce, for an 11 percent decrease in size and a 68.2 percent increase in price per ounce.

The analysis also shows the same 68.2 percent price increase for party-size Rolo and party-size Hershey’s Miniatures Assortment. Party-size milk and dark chocolate M&M's fall into this category, too, with package sizes reduced by 9.5 percent and 6.3 percent, and with 61.9 percent and 68 percent price increases, respectively.

Why Are Candy Companies Shrinking Package Sizes?

When asked about the price increase and smaller packaging, a Hershey spokesperson told Allrecipes, “At Hershey, we aim to have a variety of product options and sizes for our consumers, wherever and whenever they shop. That means we create different sizes and suggested price points to ensure all consumers can enjoy our brands and products, no matter where they shop. 

“We know that people’s shopping habits can change; from the introduction of new occasions to longer seasons to new digital channels,” they continue. “Different size packaging across retailers is just one way Hershey continues to meet evolving needs of our consumers at affordable prices they desire.”

A spokesperson with the National Confectioners Association (NCA) adds, “As we approach October 31, it’s important to note that the smaller sizes shared by many during the Halloween season are an iconic part of the fun of trick-or-treating and have been for generations. 

“And as NCA’s member companies are looking to help consumers manage their sugar intake and meet them where they want to be met, manufacturers are offering a range of package sizes not just during the Halloween season but throughout the entire year.

The spokesperson did address the challenges of inflation and said that chocolate and candy companies "continue to work diligently alongside their retail partners to manage down costs and make chocolate and candy accessible to consumers.”

How Much Does Shrinkflation Affect American Shoppers?

LendingTree reports that 71 percent of Americans are feeling the effects of shrinkflation in their homes and wallets, and of those people, 87 percent feel like it's becoming more common. And no category seems untouched, from snacks to fast food to household products.

According to Matt Shulz, LendingTree chief credit analyst, companies prefer to decrease the package quantity of their products rather than raise prices. It's a tricky game to play, though, because 82 percent of people who have noticed shrinkflation "felt deceived by it," and 66 percent stopped buying those products altogether.

Whether brands continue on this path is only for time to tell. In the meantime, we consumers can take steps to be on the lookout for shrinkflation, such as looking for the price per ounce on shelf price tags, shopping around for the best deals, and "voting with our wallets."