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Rob
That's correct. Inflation is where prices rise or the size of things get bigger, they inflate, like a balloon. But with shrinkflation things get smaller – but not the physical size of things, it's the quantity of something.

Feifei
是的，也就是说一包薯片的外包装虽然没有变化，但里面装的薯片和以往比却少了。“缩水式通货膨胀”简称“缩水式通胀”描述事物的数量、分量减少。

Rob
Yes. Let's hear some examples of other people using the word 'shrinkflation'.

Examples
I paid the same price for this chocolate bar as I always have but when I unwrapped it, it was smaller. I guess that's shrinkflation!

It appears lots of brands are practising shrinkflation these days, probably to cut costs and maximise their profits.

I don't believe it! There used to be 20 biscuits in the packet but now shrinkflation means there are only 16!

Feifei
单词 shrinkflation“缩水式通胀”是一个用来描述货物数量减少的经济现象。Why does this happen, Rob?

Rob
It's a marketing trick. It's so a manufacturer does not put up the price of a product but just reduces the cost of making it by putting less inside. But we think we're getting the same amount.

Feifei
Shrinkflation 这个经济现象近些年比较常见 – 很多生产商和制造商在面临成本上升时通过“减量不加价”的隐性加价手段希望消费者继续购买他们的产品。That's very clever! It's the same these days with chocolate bars, packets of cereals…

Rob
… and BBC Learning English programmes.

Feifei
What?

Rob
Yes, even this programme is affected by shrinkflation – there's less in it. Even though our listeners might think they're getting the same amount. So, come on, it's time to go.

Feifei
Really? I think this programme seems to go on for longer than ever.

Both
Bye!

Rob
Would you like another crisp?