Drafted on 13 July, updated on 14 July 2026
From 15 July, therefore, the new measures against shrinkflation will come into force, but the regulations appear to have been watered down and lack teeth: according to the Mimit decree, the obligation for manufacturers to include the wording “This pack contains X (unit of measurement) less than the previous quantity”, which has been replaced by a communication system throughout the supply chain involving both physical and online distributors and retailers.
In the event of a reduction in a product’s nominal quantity, the parties in the supply chain (manufacturers, distributors) must send retailers a standardised notice containing information on the change, and the percentage price increase attributable to the reduction in content; this information must be made available to consumers at points of sale or via digital channels…
How? Via signs, for three months. It is not yet known what the possible penalties might be.
Below: two cases of product ‘shrinkage’, where the price remained the same, reported by Altroconsumo and highlighted by Il Fatto Alimentare.
All the major brands, such as Ferrero, Barilla and Fage, have practised ‘shrinkflation’.
