How much land, water, and other resources does our lifestyle require? And how can we adapt this lifestyle to stay within the limits of what the Earth can give? A new paper published in the journal Nature tackles these questions. 

Over three-quarters of surveyed consumers say they have noticed shrinkflation at the grocery store in the previous 30 days, according to the October 2024 Consumer Food Insights Report(CFI).

The survey-based report out of Purdue University’s Center for Food Demand Analysis and Sustainability(CFDAS) assesses food spending, consumer satisfaction and values, support of agricultural and food policies, and trust in information sources. Purdue experts conducted and evaluated the survey, which included 1,200 consumers across the U.S.

Questions about consumer awareness, experience and perceptions of shrinkflation were new to the CFI survey. With shrinkflation, food companies reduce the quantity or size of a food product while keeping the same price.