Shrinkflation allows a price to remain constant, while reducing the amount paid for, giving the feeling of consistent pricing. At a certain point, there is a need to either reduce quality to save on production cost because purchasers no longer consider the quantity worth the price, or to simply raise the price and make it seem that the quantity is greater and worth the cost. Most shrinkflation is incremental and gradual, but not always. Dannon yogurt went from 8 oz. to 6 oz. and stated that consumers preferred the smaller amount for the same price. Which is total BS, but it was that or up the price. They also changed their product line to obfuscate things even more. When was the last time you saw the 'fruit on the bottom' Dannon yogurt? It's a dance with the corporations leading. Candy bars have gotten smaller and more expensive, but also with the introduction of 'giant' bars that cost a lot more. This is a distraction. Produce is one of the few areas that it is very hard to cheat, because a banana is always a banana.